Consumer Data Strategy & Personalization

Accountabilities:

• Develop Consumer Data strategy & Personalization including tactics for eCom channel depending on each of the market key targets and maturity. Identify key eComm growth and effectiveness opportunities through utilizing consumer and shopper data
• Partner with Local and Sector Data Teams to lead and develop data strategy and tactics to drive our online business, meet sales and marketing objectives and build a mutually beneficial partnership with key data suppliers
• Partner with local teams to link Consumer Data Strategy with marketing and sales Big Bets initiatives and support execution of such programs with new data tactics, analyze results and present learnings through the organization for scale or fail approach
• Codify learnings to set eComm Data Strategy marketing & sales guidance and share across markets
• Integrate Consumer Data activity into reporting dashboards to measure eComm marketing & sales performance. Transform insights into added value by creating solutions that convert consumers into buyers
• Influence A&M budget optimization by Business Unit and marketing tactic
• Partner with eCommerce Business Unit leads, marketing, TCP and media teams to develop advanced personalization@scale and other data-based programs on key eCommerce customers to meet brand growth plans
• Support eComm capabilities development trough leading sessions on Data partnership, solutions to step change current marketing and sales capabilities, tools, practices, guidance sharing

Qualifications/Requirements

• Minimum 5 years’ of relevant business experience in managing consumer 1st – 3rd PD management/strategy businesses, like CDP, DMP, CRM and others
• Minimum 3 years’ experience leading the development and execution of digital data-based marketing strategies and media plans
• Hands on experience and deep working knowledge leading consumer 1st-3rd PD based marketing programs across digital channels
• Commercial, Legal, MarTech and Regulatory knowledge and expertise with respect to data acquisition and usage
• Demonstrated analytics skills and use of multiple software tools
• eCommerce and performance marketing mindset—understands how to leverage marketing tactics to target shoppers throughout the funnel to drive conversion
• Understanding of data and strong analytical skills with demonstrated ability to own and drive improvement of marketing and business KPIs, particularly in a complex, multi-stakeholder and fluid environment
• Ability to balance strategy and execution to make sure we're providing thought leadership for our business units and customers while also executing flawlessly on a daily basis
• Technical understanding with ability to work with product and data teams to advocate for and shepherd new industry-leading capabilities
• Strong problem-solving capabilities with a record of finding feasible solutions to complex problems, especially in an environment with incomplete information and tight timelines
• Strong communication skills with an ability to educate and influence cross-functional teams, key stakeholders and external partners regarding the opportunity in this unique channel
• Good attention to detail and ability to spot potential problems and plan to avoid them in advance
• Challenge & Influencing Skills – experienced & effective at influencing and challenging senior internal stakeholders and agencies
• Fluent in English
• Consultancy experience is a plus
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