Job Purpose and Mission

The Senior Manager for Digital Commercial Modelling & Analytics leads a team responsible for the generation and articulation of performance insights on the revenue opportunities/risks of digital programs managed by Starbucks EMEA and its licensees, including Starbucks Rewards and Starbucks Delivers. Working alongside Senior Managers responsible for customer engagement and customer experience respectively, and as the regional lead in the Global Centre of Excellence for Analytics, this role directly contributes to the growth of Starbucks Digital by feeding actionable business intelligence into strategic decision-making and local and regional acceleration plans at a time of critical business focus.

The purpose of this role is to manage and direct the delivery of Digital Personalization in the region alongside key commercial insights and investment cases for marketing, product and digital initiatives; the Senior Manager will lead a team of on- and off-shore data scientists and insight managers to bring to life a vision of objective, informed, rigorous business intelligence that delivers genuine value to Starbucks EMEA, its licensed partners, and the wider Product & Marketing team of which DCE is a part. An acute understanding of the value of data governance and an ability to interrogate anonymised behavioural data generated by customers through digital channels will be essential to the realisation of this ambitious vision.

Accordingly, the Senior Manager will be required to work cross-functionally with senior counterparts in digital, category and marketing operations teams, finance and tech teams, and local market teams, to manage major and complex analytics projects through concept stage to delivery (define required data sets / set parameters of analysis / scope, model and articulate business use cases and opportunities). Given the complexity of the organisation and criticality of project outcomes to the delivery of regional acceleration plans, this senior role will require a demonstrable ability to influence parties both within and outside of the primary job scope, and to perform entrepreneurially and delegate wisely with limited oversight from the line manager.

Summary of Key Responsibilities

1 Lead Digital Personalization project for EMEA. Manage the roll out of different data products to enable targeted offers in-market. Lead a team of onshore and offshore data scientist in the development of complex customer segmentations. Coordinate deployment, execution and measurement of personalized offers, involving loyalty marketing, creative, analytics, technology and marketing ops.   Provide the business with a commercial case for future investment

2 Deliver best-in-class commercial insight across all digital touchpoints. Manage and lead a team of on- and off-shore analysts to provide a best-in-class service for digital program analytics for EMEA regional and local market teams, unlocking the full potential of digital acceleration plans with a scalable and agile service for commercial insight.

3 Formulate digital positions and define strategic priorities. Leverage market and regional insight, tailored reporting, hypothesis-driven segments / micro-segments for targeted campaigns and personalisation, to create functional POVs that feed in turn into rationalised plans for market roll out based on size of opportunity and ease of scalability.

4 Create regional and local business cases for digital initiatives. Build and manage an evolving ecosystem of complex local and regional business cases underpinning digital initiatives, to ensure sound investment decisions and achieve critical operational targets. Manage facilitation, communication and iteration of resultant commercial decisions/outputs.

5 Build complex revenue incrementality cases. Create and maintain a regional library/network of incrementality assessments for complex digital, product and marketing initiatives; drawing on internal and external partnerships, and leveraging global and local insight, to strengthen credibility and applicability of output commercial assumptions.

6 Define rules and structures for digital initiatives. Architect the program design and rules frameworks for a vast and dynamic array of Starbucks digital programmes and associated evolutions, up to and including Starbucks Rewards and Starbucks Delivers, ensuring optimal customer experience whilst protecting commercial interests/profitability.

7 Lead efforts for digital innovation. Work with internal functions and external strategic partners such as delivery aggregators to pioneer and test enhancements to Starbucks digital products, employing statistical and technological methods to assess impact, refine proposition, bring to life and feed into further iterations of strategy plans.

8 Provide tailored support to licensed markets. Facilitate the development and prioritisation of local commercial analysis, both considering EMEA aligned digital KPIs and bespoke member segmentation strategy required locally. Lead QBRs, supporting senior leadership with requests for robust, timely reporting and ensuring consistency in data quality.

9 Act as regional lead for analytics in Global Centre of Excellence. Work with counterparts in global analytics and digital teams to manage regional reporting lines upwards, feeding EMEA digital insight and analytics into quarterly shareholder reviews and securing regional goals and objectives by leveraging support and synergies at global level.

10 Foster team and personal development. Manage and direct the work of an on- and off-shore analytics team, providing regular performance reviews and ensuring ad hoc project delivery within individual or team areas of responsibility; coach, train and guide development in line with Starbucks values, ensuring a challenging and motivating work environment.

·  Bachelor’s degree in economics, mathematics, statistics, or related discipline, and/or equivalent professional experience; Masters or Doctoral degree preferred

·  10+ years relevant analytics experience working with customer data in retail and/or ecommerce

·  Demonstrable mastery of the analysis of customer loyalty programmes, ideally in European markets, including the construction and deployment of member segmentation and behavioural analytics strategies

·  Significant experience with wider digital services and products, including but not limited to delivery aggregators and mobile order & pay solutions, with a comprehensive and assured understanding of digital business models and the evolving digital consumer landscape

·  Experienced in the delivery of major tactical, operational and strategic plans, with evidence of successful project management and attainment of outcomes

· Experience of managing a large team consisting of both experienced professionals and/or managers

· Experienced with and able to demonstrate detailed knowledge of loyalty performance mechanics and/or those of other digital programmes, and the essential elements of their contribution to Customer Engagement

· Experienced in planning, co-ordination, execution and/or analysis of digital campaigns and always-on initiatives, with demonstrable use of data for the generation of post-campaign analysis and insight

· Experienced in the selection, management and building of productive and successful relationships with third parties, suppliers and/or distribution channels

· Able to show success in meeting engagement targets across multiple customer segments or geographies

· Can demonstrate the ability to form productive and personal relationships with colleagues, senior management and external partners. Across cultures and despite long-distance communication

· Creative, logical thinker with ability to demonstrate flexibility and adaptability

· Able to navigate through ambiguity in a large, complex organisation

This job description is only a summary of the typical functions of the role and is not an exhaustive or comprehensive list of all possible responsibilities, tasks, and duties that may be required. Management reserves the right to amend the responsibilities, tasks, and duties of the jobholder as dictated by business requirements.

Starbucks is committed to building an inclusive and diverse workforce .  All applicants and partners will be treated fairly, without regard to race, religion, sex, nationality, age, physical or mental disability, sexual orientation, marital status, gender identity and expression