I’m looking to lead high-impact analytics for consumer and beverage brands—building modern dashboards, improving measurement quality, and partnering cross-functionally to turn data storytelling into smarter distribution, sales, RGM, and marketing decisions.
RM
Open to opportunities
Ricardo Martinez
@ricardomartinezjr
Analytics consulting director building data-driven dashboards and strategies that help beverage and consumer brands grow.
United StatesWhat I'm looking for
I’m an analytics consulting director who partners with consumer brands to turn syndicated and internal data into clear, actionable insights. I own client relationships, deliver strategic recommendations, and drive delivery through project management, training, and cross-functional collaboration—using tools like Power BI to increase engagement.
Across my roles, I’ve built and strengthened analytics capabilities from the ground up, including developing best-in-class dashboard visualizations and reworking measurement approaches for higher accuracy. I lead advanced marketing analytics such as Marketing Mix Modeling (MMM) and Multi-Touch Attribution (MTA), negotiate RFPs to incorporate new data sources, and advocate for data storytelling that supports retailer and buyer conversations—earning recognition for building aligned visualization and analytical approaches.
Experience
Work history, roles, and key accomplishments
Current
Owned relationships with ~15 beverage alcohol and mixers clients, delivering insights, project management, and training using Nielsen, SPINS, NABCA, and VIP data. Built new-to-market Power BI dashboards to increase client engagement, improved client-facing reporting quality with data engineers, and led contract negotiations and expansion pitches.
TG
Director, Agile Analytics
Tropicana Brands Group
Mar 2024 - Apr 2025 (1 year 1 month)
Managed two direct reports for category strategy, media, and RGM support, building analytics capabilities from the ground up to enable flexible dashboard visualizations for business reviews. Negotiated an RFP for marketing mix analyses by coordinating multiple data sources (including shopper/retail media, public relations, and consumer promotion) and led RGM/portfolio/category/media analytical eff
Led Marketing Mix Modeling (MMM) and Multi-Touch Attribution (MTA) analyses for a $770MM+ US business with Nielsen and internal stakeholders, developing strategic recommendations to optimize marketing spend and strategy. Identified measurement inconsistencies that drove an overhaul of national MMM measurement and improved promotion measurement accuracy, including a strategic vendor change tied to
Directed strategic planning, deployment, forecasting, and analytics for consumer-centric incentive practices supporting Huggies, Pull Ups, and Goodnites, including coupons, rewards, sampling, sweepstakes, and loyalty programs. Managed three independent promotion budgets from $1.5M to $30M, improved Nielsen MMM annual analysis workflows, and automated competitive spend reporting to save 100+ hours
BG
Analytics & Insights Manager
Breakthru Beverage Group
May 2016 - Aug 2021 (5 years 3 months)
Partnered with supplier relations and business development leaders to align analytics to local and enterprise priorities using syndicated panel and census data, including category deep dives, opportunity analysis, and RFP support. Expanded geolocation data utilization from one market to fourteen, produced microtargeted Hispanic and African American recommendations for a vodka brand that drove incr
BG
Trade Business Analyst
Breakthru Beverage Group
Feb 2015 - May 2016 (1 year 3 months)
Built a trade marketing tool that integrated geolocation data with depletion (shipment) data to generate customer lists for tastings, innovation launches, and POS investments, which was adopted across multiple markets. Owned IRI reporting for Illinois chain retail channels, led test/control lift measurement and competitive analyses, improved data quality in GoSpotCheck, and supported POS budgeting
NI
Analyst, Assistant Account Manager
Nielsen
Oct 2013 - Mar 2015 (1 year 5 months)
Served as primary contact for fresh food clients by answering data requests, attending client meetings, and training users on Nielsen databases and functionality. Analyzed scanner and consumer panel data from Nielsen Answers on Demand, Spectra, Datalogix, and Homescan, created independent reports and templates with reduced run time, and identified thousands of miscoded items that supported company
Education
Degrees, certifications, and relevant coursework
University of Illinois at Urbana-Champaign
Master of Business Administration, Business Administration
Completed a Master of Business Administration at the University of Illinois at Urbana-Champaign in 2013.
University of Illinois at Urbana-Champaign
Bachelor of Science, Broadcast Journalism
Completed a Bachelor of Science in Broadcast Journalism at the University of Illinois at Urbana-Champaign in 2007.
Tech stack
Software and tools used professionally
Availability
Open to opportunities
Location
United StatesAuthorized to work in
Salary expectations
175k-250k USD
Social media
Job categories
Skills
Thought LeadershipPresentationAdvanced ExcelPowerPointPower BIClient Relationship ManagementProject ManagementData AnalysisData StorytellingContract NegotiationRFPClient TrainingMedia Mix ModelingMulti Touch AttributionRGM StrategyMedia StrategyPortfolio StrategyCategory StrategyNielsenSPINSVIPIRIGoSpotCheckGeolocationDepletion (Shipment) DataPOS BudgetingIbottaFetchInmarCouponsRewardsLoyalty ProgramsNielsen Answers On DemandDatalogixHomescanCausalDiveFreshGmailIncreaseMakeMappedSynthesized Remote
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