Data Scientist - MMM

Role & responsibilities

Key Responsibilities

• Build, validate and refine Marketing Mix Models to measure the impact of marketing channels on sales and business KPIs
• Quantify ROI across media channels (TV, digital, print, social, promotions) and recommend optimal budget allocation
• Perform data collection, cleaning and feature engineering on large marketing, sales and media datasets
• Apply regression, Bayesian and time-series techniques to model adstock, saturation and diminishing returns
• Run scenario planning and budget optimisation simulations
• Translate model outputs into clear, actionable insights and presentations for business stakeholders
• Work closely with analytics, marketing and client teams to deliver projects end to end

Required Skills

• 25 years of experience in Data Science / Advanced Analytics
• Strong hands-on experience in Marketing Mix Modelling (MMM) – must have
• Proficiency in Python (pandas, NumPy, statsmodels, scikit-learn) and SQL
• Solid understanding of machine learning, regression and statistical modelling
• Knowledge of adstock, saturation curves, carryover effects and ROI measurement
• Good communication and stakeholder management skills

Good to Have

• Bayesian MMM tools such as PyMC-Marketing, Robyn (Meta) or LightweightMMM (Google)
• Experience in CPG, retail, pharma or e-commerce marketing analytics
• Exposure to multi-touch attribution, causal inference or experimentation (A/B testing)
• Visualisation tools such as Tableau or Power BI
• Cloud platforms (Azure / AWS / GCP)