Job Purpose
Lead the Consumer Growth Intelligence agenda by transforming consumer data, measurement and digital capabilities into business actions that increase the Precision, Speed and Scale of Consumer Growth across the end-to-end consumer journey.
Partner closely with Brand Marketing, Trade Marketing, Sales, CRM, Global teams and external partners to drive consumer-centric planning, activation excellence and future-fit digital capabilities.
Job Description
Consumer Growth Strategy & Consumer Data Deployment
- Develop consumer growth strategy by translating consumer, media and commercial data into actionable business opportunities.
- Lead consumer segmentation, audience strategy and consumer journey planning to support Annual Planning and campaign planning.
- Own Consumer Data deployment roadmap across the full consumer journey.
- Partner with Brand Marketing to activate consumer data across ATL channels (Media, Digital, Social, OOH).
- Partner with Trade Marketing, Sales and CRM teams to deploy consumer data into BTL activation, outlet execution, CRM journeys and conversion programs.
- Translate consumer insights into clear business recommendations, activation priorities and investment decisions.
Measurement, Learning & Business Intelligence
- Build an integrated marketing measurement framework across Brand, Trade and Consumer Experience initiatives.
- Lead campaign, media and consumer experience effectiveness measurement.
- Develop continuous learning agenda, test-and-learn programs and winning principles to improve future performance.
- Generate business intelligence and executive insights to accelerate decision making.
- Establish performance review cadence and connect learning back into planning and activation.
Platform, Partnership, Automation & AI Enablement
- Drive adoption and continuous enhancement of Consumer Data Platform (CDP), Marketing Automation and global digital platforms (e.g. Freddy AI, Freddy Connect, DAM).
- Manage Martech partners (e.g. Insider) to ensure successful platform deployment, roadmap delivery and capability development.
- Improve consumer and media data flow, governance and platform integration.
- Develop reporting automation, AI use cases and workflow automation to improve productivity and scalability.
- Identify future digital capabilities that strengthen Consumer Experience effectiveness across the organization.
Job Requirement
- Bachelor's degree in Marketing, Business Administration, Data/Business Analytics, Statistics, Economics, etc. or a related field
Core Competencies
Consumer Growth Strategy
- Consumer-centric strategic thinking.
- Strong commercial acumen and business understanding.
- Consumer segmentation and audience strategy.
- Consumer journey and growth planning.
Consumer Data & Activation
- Experience deploying consumer data into ATL, BTL and CRM activation.
- Strong understanding of first-party data, CDP and audience activation.
- Ability to translate data into business actions across Marketing, Sales and CRM.
Measurement & Business Intelligence
- Marketing effectiveness and media measurement.
- Data interpretation and insight generation.
- Test-and-learn and experimentation.
- Business storytelling and executive communication.
Digital & AI Enablement
- Martech ecosystem (CDP, CRM, Marketing Automation).
- Digital platforms and AI applications.
- Automation and data governance.
- Technology-enabled business transformation.
Stakeholder & Program Management
- Cross-functional collaboration.
- Agency and partner management.
- Program management and execution excellence.
- Change management.
Leadership Competencies
- Strategic thinking with strong consumer and commercial orientation.
- Ability to influence senior stakeholders across Marketing, Sales, Commercial, Regional and Global teams.
- Strong ownership and accountability from strategy through execution.
- Structured problem solving and data-driven decision making.
- Coaching and capability building for high-performing teams.
- Growth mindset with curiosity to leverage emerging technologies, AI and innovation.
- Ability to lead cross-functional transformation and drive organizational change.
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