Bayer is looking for a Digital Data & MarTech Senior manager. The role sets vision, roadmap development, and implementation excellence for consumer digital data, consumer engagement programs & MarTech to deliver significant competitive advantage.
Consumer Data Management:
- Lead localization & deployment of global/regional integrated consumer digital data strategy in Russia & CIS cluster initiatives
- Own acceleration of 1st party data collection (PII & non PII data), segmentation, activation across paid, owned, and earned channels
- Lead the strategic planning and execution of consumer digital data & activation programs (CRM, Mobile/Web Apps, Loyalty Apps etc.)
- Lead 2nd & 3rd party data partnerships & activation with customers (e.g. eCom partners), media partners, and other consumer data providers/aggregators.
- Compose reports on constant bases about digital data collection, segmentation and reactivation progress in 1st party data and unknown data
- Develop & deploy integration of 1st, 2nd, 3rd party data to create unified view of the consumer across brands and initiatives incl. development of audience library
- Lead integration of holistic consumer digital data approach in campaign planning and establish data-driven strategic consumer journeys for each initiative incl.
- translating brand audience to targetable online segments and insights for creative personalization
- Establish, track, and regularly report clear consumer data definition of success and KPIs to demonstrate clear business value
- Ensure consumer data quality and governance
- Facilitate share & re-apply of best practices across company
- Upskill broader marketing teams on consumer data via. trainings and workshops
MarTech Deployment & Management:
- Responsible for consumer data architecture strategy and governance incl. solution roadmap development, proofs of concept, and overseeing technical aspects for consumer data-related projects
- Own consumer data storage, tagging, and analysis, in consultation & collaboration with global/regional IT
- Own designing, deployment, and management of loyalty & consumer engagement platforms, in collaboration with global/regional IT
- Lead deployment, adoption, and usage of Bayer MarTech [e.g. Google Marketing Platform, salesforce marketing cloud, Dynamic creative optimization tech. etc.], in collaboration with global/regional IT, legal etc.
- Lead management of owned channel (e.g. brand websites) incl. defining website tagging parameters, in partnership with global/regional teams
- Be the market/cluster consumer data & MarTech point of contact for internal teams across IT, legal & privacy etc.
- Be the single point of contact on everything consumer data & MarTech for external media agencies, tech & data partners, media partners etc.
Qualification, Experience & Competencies:
- Educated to degree standard: higher education, preferably university degree
- 7+ years of proven experience in digital agency or digital department in a company in developing and implementing integrated consumer digital data approach (across 1st, 2nd, and 3rd party data) for Consumer Health, Technology, eCommerce, or FMCG brands
- Experience with data matching & data stitching techniques
- Excellent hard skills in Google Analytics and Yandex Metrics
- Good understanding of local consumer digital data & privacy regulations
- Experience in developing consumer facing CRM / consumer engagement/loyalty programs from ideation to implementation and scaling
- Strategic & expert operational level understanding of key MarTech (e.g. GMP, salesforce marketing cloud, IAS etc.)
- Passion for technology and data, and its application to marketing and advertising, as well as a high degree of tech savviness
- Highly numerate, with excellent analytical skills
- Business first mindset with the ability to clearly translate brand and business growth objective to consumer data strategies
- Balances a deep technical knowledge with an ability to simplify and communicate complex data & MarTech solutions to non-technical people
- Strong inter-personal and communication skills (written and oral), able to persuade and influence others through personal credibility and assertiveness, capable to adapt to audience specifics.