Bayer Consumer Care AG

YOUR TASKS AND RESPONSIBILITIES

The Global Consumer/Media Data & AI Strategy Lead will own and evolve consumer and media data as a strategic enterprise asset across Marketing, Media, Consumer Insights, and the broader commercial organization. This role is central to our ambition of building marketing systems that are predictive, privacy-compliant, and connected to real consumer behavior — enabling personalization, measurement, and sustained business impact at global scale.

This leader will define the vision and roadmap for how we strategically acquire, structure, govern, activate, and measure consumer and media data across all channels, platforms, and markets. They will collaborate closely with internal stakeholders across Marketing, Media, Insights, Digital, IT, and regional teams — as well as external data partners, research vendors, and platform providers — to ensure our data ecosystem fuels meaningful consumer understanding, more precise audience engagement, and stronger marketing performance.

The future of consumer data strategy is being fundamentally reshaped by the convergence of AI and the role will shape that future; built through robust data foundations, governed with rigor, and activated through intelligent systems that are transparent, compliant, and interoperable across markets.

This role is part of Global Data & AI Capability a vertical within Insights & Analytics (I&A) Home.

Key Tasks/ What You'll Do

• Define the global vision and roadmap for evolving, governing, activating, and measuring consumer and media data across channels and markets — with activation-ready frameworks and clear pathways to value realization.
• Translating media and measurement and consumer insights needs from MMM, CPLT and other measurement approaches into clear, globally scalable data strategy and act as a neutral advocate behind recommendations
• Build the foundations of a robust consumer data ecosystem that integrates first-party, second-party, and third-party data sources — ensuring quality, consistency, consent compliance, and global interoperability.
• Own the connection between data strategy and marketing activation — enabling advanced segmentation, personalization, predictive insights, and experimentation across channels.
• Partners with cross-functional teams — including Digital, Data, Technology, Media, Consumer Insights, Commercial, and regional Operating Units — to design global-to-local data flows, integration models, and activation strategies that scale across markets.
• Establish processes for media data quality assurance, transformation, mapping, and taxonomy alignment to ensure accurate, consistent, and analysis-ready inputs for marketing mix modeling and marketing performance reporting.
• Define and enforce global governance standards, taxonomies, consent policies, and quality frameworks across the full consumer data lifecycle —
• Establish and coordinate the network of Consumer Data Owners and Business Data Stewards at global and local levels — serving as the central domain authority for accountability, escalation, and resolution.
• Ensure consumer data is AI-ready by design — with robust quality, consistent structures, documented lineage, consent-compliant usage rights, and identity frameworks that enable multiple AI applications over time.
• Build and manage strategic data partnerships with external platforms, technology providers, research vendors, and media partners to expand data capabilities and measurement opportunities.
• Monitor emerging data trends, regulatory changes, and technological innovations to ensure the organization remains ahead of the curve in a rapidly evolving landscape.
• Pioneer "Data as a Product" thinking for consumer data — defining SLAs, data contracts, consumption interfaces, and feedback loops for internal consumers (media teams, brand teams, insights teams, commercial analytics).

WHO YOU ARE

• Bachelor's degree in marketing, Data Science, Digital Strategy, Business, Analytics, or a related field; master's degree preferred.
• 10+ years of experience leading and evolving consumer data strategy on a global scale, within complex, matrixed organizations.
• 5+ years' experience in roles covering media analytics, digital media data and effectiveness measurement, consumer research, Ad creative/campaign pre & post evaluation, MMM, marketing science or a related analytical role required.
• Deep expertise in digital media measurement and marketing science, including MMM, experiments, lift studies and incrementality testing.
• Ability to assess and challenge partner recommendations with objectivity, analytical rigor and commercial awareness.
• Proven experience leading or shaping large-scale consumer data and marketing data platforms (CDP, Analytics, cloud data platforms, identity and activation stacks)
• Strong understanding of Martech ecosystems, including marketing automation, campaign orchestration, tag management, personalization engines, customer engagement platforms, and their integration with consumer data, media platforms, and analytics capabilities.
• Deep expertise in designing and operating privacy consent and identity aware data systems across multiple regulatory environments.
• Demonstrated experience collaborating with external data and media partners, including defining value exchange and measurement.
• Experience partnering with technology, digital, analytics, and marketing teams to build data driven capabilities and tools.
• Strong measurement orientation, with experience defining effectiveness frameworks, experimentation, and learning loops.
• Experience employing advanced data techniques such as segmentation, predictive modelling, machine learning enabled activation, and experimentation.
• Demonstrate strong executive communication, transformation leadership, and AI/data fluency in complex, matrixed environments
• Ability to lead transformation initiatives, manage ambiguity, and drive alignment in fast paced, evolving environments.
• Demonstrated experience designing and implementing AI/ML-powered data capabilities, including generative AI applications, predictive audience modelling, and automated decisioning within marketing or data platforms.
• Practical experience with identity resolution strategies, including clean room technologies (e.g. Liveramp InfoSum, Habu, AWS Clean Rooms)
• Fluent English required; additional languages a plus.