Overview The Media Analytics Specialist will play a critical role in PepsiCo’s digital transformation agenda by turning complex media and digital data into clear, actionable campaign insights for our European markets. The primary objective of this role is to translate insights from multiple sources – including productivity analytics, GA4, platform media reporting, Adfidence/DoubleVerify and internal dashboards – into concrete recommendations that improve media efficiency, effectiveness, and governance. This role sits at the intersection of data, media, and operations: you will not just report performance, but diagnose what is driving results and advise what actions we need to take. Responsibilities Media & Digital Analytics: • Consolidate and analyse data from multiple sources (e.g., platforms, eg. Google, META, productivity reports, GA4, ad platform reports, DoubleVerify, Adfidence, internal dashboards) into a unified view of performance. • Translate data into insights by identifying patterns, drivers, and root causes behind performance, brand safety, attention, viewability, and productivity outcomes. • Build clear narratives and recommendations, turning complex data into simple stories for marketing, media, and business stakeholders. Insight Generation & Action Planning: • Create and maintain insight frameworks (e.g., standard views for productivity vs. benchmarks, GA4 behavioural journeys, attention/viewability diagnostics) that can be reused across markets. • Develop actionable recommendations on budget allocation, channel mix, frequency, formats, and partner performance, based on evidence from data. • Support test-and-learn initiatives, from hypothesis definition through to measurement, evaluation, and documentation of learnings. • Audience Segmentation: Analyzing user behavior and journeys to provide actionable insights for planners to enhance ad targeting and personalization. Reporting, Dashboards & Data Quality • Own and evolve key media and productivity dashboards (e.g., in Tableau / Power BI), ensuring they answer the “so what?” for stakeholders, not just display numbers. • Data Integration (API Management): Leveraging APIs to consolidate data from multiple sources (e.g., Facebook Ads, Google Ads, CRM) into a unified, holistic reporting view Analytics Implementation & Governance: • Overseeing the accuracy of tagging ecosystems, including GTM, GA4, and various advertising pixels to ensure high data integrity • Ensure data accuracy and consistency across sources by applying common taxonomies, naming conventions, and validation checks. • Maintain and refine scorecards and trackers, highlighting anomalies, trends, and risks (e.g., under-delivery, low attention, brand safety issues). Collaboration & Stakeholder Management: • Partner closely with local market media teams, the Digital Transformation & Operations Lead, and brand teams to understand business questions and tailor insights to their needs. • Collaborate with agencies, platforms, and vendors (Adfidence, DoubleVerify, Google, Meta, DSPs) to align on methodology, data definitions, and optimization plans. • Work with finance, procurement, and media auditors to provide robust, data-backed views on media productivity, value delivery, and compliance. Compliance, Governance & Best Practices" • Support governance of PepsiCo’s media standards by using data to monitor adherence to best practices (e.g., brand safety, viewability, frequency, platform settings). • Identify gaps and opportunities in how data is used and reported, proposing improvements in processes, tagging, and measurement frameworks. • Contribute to playbooks and guidelines that codify “what good looks like” in media analytics (e.g., standard KPIs, definitions, and reading guides). Tools & Platforms: • Leverage analytics and BI tools such as GTM, GA4, Adfidence/DoubleVerify, platform UIs, Excel, Tableau, Power BI to prepare and visualize data. • Work with media and ad tech stack data (e.g., DV360, Campaign Manager 360, Meta, Google Ads) as input for analysis and KPI tracking. • Support the evolution of data workflows in collaboration with the broader Digital Transformation & Operations team (e.g., improved tagging, pixels, data flows). Data Warehousing: Working with BigQuery or other cloud-based environments to manage and query large-scale datasets Qualifications • 3–5+ years of experience in media analytics, digital marketing analytics, or performance marketing (agency, advertiser, or platform side). • Strong understanding of digital media KPIs (reach, frequency, CPM, CPC, CPA, ROAS, viewability, attention, brand safety) and how they connect to business outcomes. • Hands-on experience with GTM, GA4 and at least one major media buying platform (e.g., DV360, Meta Ads Manager, Google Ads) from an analytics/insights perspective. • Familiarity with verification tools (e.g., DoubleVerify, IAS, Adfidence) and how to use their data for optimization and governance. • Proficiency in Excel and data visualization tools (Tableau, Power BI or similar) to build, maintain, and interpret reports and dashboards. • Ability to communicate complex data clearly to non-technical stakeholders, both verbally and in written presentations. • Strong problem-solving mindset and curiosity: comfortable asking “why?” and challenging the status quo with data-backed arguments. • Experience in a regional or multi-market environment and working with agencies/platform partners is a strong plus. • Data Handling: Proven experience in managing and interpreting large datasets to drive business decisions • Nice-to-have: Strong command of SQL for data extraction and manipulation