Data-Driven Marketing Senior Manager

Job Description: With iconic brands like M&M's, Snickers, Orbit, Extra and Skittles, Mars Wrigley is a global leader in treats and snacking with over 100 years of history of putting smiles on people's faces while also being dedicated to positively impacting the planet through continually improving the way we source, make and market our products. We are advancing Mars Wrigley's consumer focused data strategy built on martech and adtech (madtech) platforms, enabled through the One Demand Data and Analytics team, leading both a capability and cultural change of being data driven with measurable business benefits. As Data-Driven Marketing Senior Manager, you will lead a small team within our Consumer Data team, focused on driving growth in partnership with our brands and agency partners, using consumer data and madtech stacks to execute personalization and relevancy at scale, founded on deep human insights and behaviors derived through advanced analytics and modeling. This role will need to work closely with the other specializations on the team, as well as be able to partner across functions with key stakeholders in local markets, brand teams, content teams, agencies, and IT to activate and optimise marketing campaigns and consumer journeys to drive further growth and efficiencies. What will be your key responsibilities? Bring strong expertise with proven experience in activating marketing campaigns and optimizing media with consumer data. Lead consumer data strategy and initiatives for Mars Wrigley brands in North America (focus on US) Partner with brand, media, and agencies to develop a pipeline of digital campaigns that are either influenced and/or activated directly with consumer data (1/2/3rd party data) Develop a strategy around efficient execution of consumer data driven activations across channels and stakeholders, especially when requiring complex cross-functional participation Manage data-driven marketing specialists as they work within markets to see through campaign execution Partner with the data science lead to prioritize backlog of data-driven activation analytics capabilities, providing business context and campaign expertise Lead the team to manage and scale activations using Mars Wrigley's consumer data platform (CDP), engaging brand, content and programmatic teams. Leverage the audience and segmentation logic within the CDP to maximize campaign performance. Empower the team to lead KPI standardization and reporting to provide actionable insights and recommendations to stakeholders. Direct A/B and multivariate testing, integrating results into broader marketing strategies across brands. Provide thought leadership around campaign-level consumer journeys and designs that leverage the CDP Nurture a consumer data-driven mindset across business teams through close collaboration with stakeholders to achieve business results through a consumer focused marketing approach What are we looking for? Bachelor's degree preferred, but not required 6 years of experience in digital marketing, performance marketing, or integrated marketing, ideally in CPG/Retail 3 years of leveraging consumer data for marketing activations with direct experience on mar/ad tech platforms (e.g., CDP, DMP, DSP, CRM) Must have management experience, i.e. proven ability to lead and inspire a small team First-hand knowledge and experience activating and measuring performance within walled garden platforms (e.g., Google, Meta/Facebook etc.) Hands-on experience with DTC acquisition marketing initiatives (Google, Meta/Facebook, etc.) Experience with data concepts as they relate to digital engagement across paid and organic channels Experience in orchestrating omni-channel campaign experiences using consumer data and the performance measurement of these Experience in campaign operations and/or agency experience a plus A constantly curious mind with a passion for understanding consumers, bringing innovative thought leadership around brand engagement Experience with media measurement and ROI optimization, and the ability to tie business results and benefits to the required investments Strong written, verbal communication and organization skills, with comfortability working in a cross-matrixed organization What can you expect from Mars? Work with over 130,000 diverse and talented Associates, all guided by the Five Principles. Join a purpose driven company, where we're striving to build the world we want tomorrow, today. Best-in-class learning and development support from day one, including access to our in-house Mars University. An industry competitive salary and benefits package, including company bonus. Mars is an equal opportunity employer and all qualified applicants will receive consideration for employment without regard to race, color, religion, sex, sexual orientation, gender identity, national origin, disability status, protected veteran status, or any other characteristic protected by law. If you need assistance or an accommodation during the application process because of a disability, it is available upon request. The company is pleased to provide such assistance, and no applicant will be penalized as a result of such a request. Equal Opportunity Employer - minorities/females/veterans/individuals with disabilities/sexual orientation/gender identity

Created: 2024-11-05