Scaling a global Marketing Mix Modeling tool across regions

Category:

PMO

Context

A global wine & spirits leader aimed to optimize its +€1B marketing spend by deploying an in-house Marketing Mix Modeling tool. Following a successful pilot with a strategy consultancy, the group leveraged early momentum to expand deployment across major markets in the Americas, EMEA, and Asia.

Approach and methodology

Daily coordination with program leadership, delivery of ad hoc market analysis, production of strategic materials and training resources.
Internal communications management, satisfaction surveys, product and Scrum support, and assistance in budget planning processes at market level.

Objective

Manage rollout of the internal MMM tool across eligible markets
Coordinate program leaders and local stakeholders
Support tool adoption without external media agencies
Deliver strategic analysis and communications for both markets and the executive team
Track internal satisfaction and continuously adapt the program

Results Achieved

Successful delivery of the tool to Brand Companies
User guide developed and released
POC completed across six markets showing the benefits of cross-market allocation
Strengthened internal ownership and momentum for global adoption

Training

An excellence-oriented training program for leading luxury brand

Market Research

Optimizing customer experience: benchmarking and mystery shopping for a used car marketplace

PMO

Project Manager Officer in the luxury sector

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