Consumer Data Lead

Job Description

TheConsumer Data Lead is a critical role within the Marketing function responsiblefor maximizing adoption of and impact through consumer first-party-data. They willbe responsible for managing consumer data status and enrichment, miningactionable insights around FPD usage, evaluating cost-benefit trade-offs on anongoing basis, and ensuring seamless management of user records across theorganization. Job description 1. FPD insight Mining : a. Identify and monetize insights fromconsumer FPD. b. Prioritize high - value attributes todeliver specific brand objectives. c. Identify audiences to maximizeupside specific to campaign objectives (i.e, Golden Insights). d. Best practices on always-on platformUI/UX personalization (basis user behavior data collected in the CDP). e. Internal selling of the impact ofconsumer data audiences across brand teams. 2. FPD Cost-Benefit assessment a. Assess net impact of FPD basis costof enrichment and upside delivered across media effectiveness, E-com salesacceleration, and consumer insights. b. Refresh collection, enrichmentstrategies periodicals based on usage of FPD across brands, e.g., expensiveenrichment, non-adherence to golden insights 3. User Records Management a. Manage data freshness and storage inCDP assess, cull, transfer across CDP-CDH, add capacity (if needed) everyquarter. b. Assess and share effectiveness ofvarious enrichment sources across cost, scale (#records that can be enriched)and richness (#attributes that can be sourced). c. Track overall FPD adoption in theorg, and nudge digital marketing managers to inflect adoption across theflywheel. i. Data Acquisition - # of contactableuser records ii. Data Enrichment - # of enriched userrecords (4+ high value attributes) iii. Data Activation - % of Digital Mediaspend on FPD audience d. Track ageing, drive Digital MediaManager to reactivate dormant records. e. Design/ scale data enrichment andclean room partnerships with 3P/ retailers. 4. Data Taxonomy a. Establish nomenclature guardrailsaround attribute names and definitions. b. Establish nomenclature around pagetags and definitions (Across always-on platforms, campaign microsites). c. Establish rules for automatedattribute capture basis user interaction across platforms/ microsites. Requirements Qualifications& Experience 5+ years of relevant experience in digital firstbusinesses around growth/ marketing. Strong business acumen, ability totranslate data insights into business impact. Ability to drive stakeholder alignmentin cross functional teams. Deep understanding of the MarTechstack (preferably Adobe), data management, audience segmentation, marketinganalytics, and on-platform personalization Certification(s) preferred but notnecessary: a. AdobeRealtime CDP Business practitioner