What is a Marketing Analytics Specialist at Perfetti Van Melle?
At Perfetti Van Melle, a Marketing Analytics Specialist plays a pivotal role in shaping how some of the world's most beloved confectionery and chewing gum brands—such as Mentos, Chupa Chups, Airheads, and Frisk—connect with consumers. Operating in a highly competitive fast-moving consumer goods (FMCG) market, this role is responsible for translating complex consumer data, market trends, and campaign metrics into actionable commercial strategies. You will sit at the intersection of brand marketing, sales, and data science, ensuring that marketing investments are optimized and yield measurable business growth.
The impact of this position is both immediate and far-reaching. By analyzing retail audit data (such as Nielsen or IRI), digital campaign performance, and consumer purchasing behavior, you will directly influence product positioning, regional pricing strategies, and media allocation. Whether you are supporting a localized product launch in East Asia or a massive multi-market campaign across Europe, your insights will validate creative decisions with hard data, helping the company minimize risk and capture market share.
This role requires a unique blend of analytical rigor and commercial storytelling. You are not just pulling reports; you are translating numbers into narratives that brand managers, regional directors, and executive leadership can easily digest. To succeed, you must understand the nuances of the confectionery industry—where impulse purchases, seasonal trends, and brand loyalty drive the bottom line—and utilize data to navigate these dynamics effectively.
