Global Head of Marketing Intelligence

Build your career at Sazerac! With almost 400 years of rich history, Sazerac Company has thrived as an independent, American family-owned company with operations in the United States and around the world. Since the 2000s, Sazerac has averaged double digit growth every year! Sazerac Company produces and markets the most award-winning bourbons and whiskeys in the world, including Buffalo Trace, Pappy Van Winkle, Eagle Rare, Blanton’s, Traveller, and Sazerac Rye. Additionally, Sazerac owns many popular brands across a range of spirits, including Fireball, Svedka, Wheatley, BuzzBallz, Southern Comfort, Seagram’s V.O., Myers’s, Goldschläger, Parrot Bay, 99 Brand, and Platinum Vodka.

The Global Head of Marketing Intelligence sets the vision and strategy for the global Insights & Analytics function within marketing, including defining the methodologies, frameworks, and tools that transform data and consumer understanding into measurable business growth.

This role balances advanced analytics (Marketing Mix Modelling, econometrics, data integration) with deep consumer and market insights (attitudes, behaviors, category trends) to guide brand strategies, commercial choices, and fiscal performance worldwide.

As the leader of a global team, this individual ensures actionable insights are embedded into Sazerac’s business priorities and brand development initiatives, while working transversally with Brand, Sales, Finance, and other global functions (Creative, Media, E-Business & Digital Commerce, Shopper).

The successful candidate will combine technical expertise with the ability to translate insights into compelling business narratives that influence senior leadership and shape global brand building.

KEY RESPONSBILITIES & IMPACT 

1. Advanced Analytics Leadership

• Lead Marketing Mix Modelling (MMM) Strategy: Scale Sazerac’s global MMM from retrospective reporting to predictive, scenario-based tools. Isolate incremental drivers and provide forward-looking investment guidance to optimize ROI and accelerate brand growth.
• Own Brand Scorecards: Deliver monthly reports with actionable insights across business, funnel, demand, and consumption to enable timely decisions by leadership.
• Lead New Business Development (NBD) Trackers: Monitor performance of new launches (shipments, depletions, distribution, adoption, re-buy). Provide early visibility and corrective actions to protect targets and scale winners.
• Lead Advanced Analytics Strategy: Develop econometrics, attribution, forecasting, and segmentation models to identify growth drivers across media, pricing, promotion, distribution, and innovation.
• Drive Data Integration & Automation: Partner with Sales, Finance, and E-Business to align global media, innovation and new business development KPIs, data flows, and create a single source of truth across the organization. Automate repetitive processes to improve efficiency and accuracy.
• Set Standards & Identify Opportunities: Define global analytics relating to media effectiveness, and performance of innovations rigor, ensure adoption across markets, and systematically uncover opportunities for growth.

2. Advanced Insights Leadership

• Lead Core Brand Learning Plans Globally: Define top challenges and research priorities with Brand teams. Build learning agendas that generate insights to guide positioning, strategy, and long-term growth.
• Build Core Consumer Profiles: Partner with Brand, Media, E-Business, and Shopper teams to develop in-depth profiles of key consumer groups (current, IDTs, media targets) to sharpen targeting and messaging.
• Lead Innovation Insights: Partner with NBD to test and validate new concepts, products, and packaging, and understand consumer core-targets. Use insights to de-risk launches and accelerate scale of successes.
• Optimize Research Vendor Suite: Refresh Sazerac’s vendor ecosystem. Ensure DIY platforms deliver global scale and cost efficiency, strengthen creative testing, and introduce modern, digital-first tools.
• Drive Insights into Decisions: Translate research into clear business recommendations. Embed insights into strategies and activations, acting as a true partner to accelerate growth.
• Set Global Standards & Champion New Research: Harmonize frameworks, methodologies, and KPIs across markets while allowing local flexibility. Pilot and scale innovative approaches (AI, digital and e-commerce partners, social listening) to strengthen consumer and shopper understanding.

3. Team Leadership & Talent Development

• Drive for Results Mindset: Embed a performance-first culture using Sazerac Performance Development System (PDS) to set clear goals, track progress, and reward delivery.
• Develop Talent & Culture: Build and inspire a high-performing global team that attracts, grows, and retains top talent using Sazerac Career Development System (CDS).
• Ensure Workflow Excellence: Implement clear priorities, accountability frameworks, and best practices to maximize impact and scalability.

MUST HAVE QUALIFICATIONS

• 8 years’ experience in Insights, Analytics, or Business Intelligence, ideally in CPG/FMCG with global or multi-market scope; Alcohol/Beverages experience a plus.
• Proven track record leading advanced analytics (MMM, econometrics, forecasting, segmentation) and consumer insights programs that deliver measurable business growth.
• Strong leadership and people management skills, developing global teams, managing vendors, and influencing senior leadership through clear, compelling storytelling.
• Demonstrated expertise in data integration across Marketing, Sales, Finance, and E-Commerce to create a single source of truth for decision-making.
• Proficiency in analytics/BI tools (Tableau, Power BI), statistical packages (R, Python, SAS, SPSS), and syndicated data sources (Nielsen, IRI, Kantar).
• Bachelor’s degree in business, Economics, Statistics, or related field; MBA preferred.
• Excellent communication skills in English. Willingness to travel internationally.

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