Consumer Experience Lead - Digital, Consumer Data & CRM

Job Description
1 . Lead the Consumer Data Strategy & Integration
o Own the Consumer Data Strategy (including CRM) and execution roadmap,ensuring the integration of data throughout the consumer experience journey
o Use digital data and analytics to work with Brand Marketing and connect insights to creative and CX activation
o Partner with local & global MDS to align on technology, data platforms & governance
o Act as consumer data champion ensuring data is used responsibly and in service of more relevant, human and intelligent brand experiences
2. Ensure Data compliance, governance and database management
o Maintain data governance and privacy standards in collaboration with Legal, MDS and I&A
o Ensure consent and privacy compliance (inc working with Brand on PIA assessment, review with Legal)
o Own (monitor, gather and prioritize) tagging and tracking requirements [Martech to integrate into roadmap] to ensure the right data is captured across the journey
o Manage database growth and maintenance, ensuring data quality and accessibility
o Ensure database audience management / Guarantee that all data management supports consumer trust and CX principles of transparency and relevance.
3. AI & Advanced Data Activation
o Champion the use of AIDA to enhance personalization and optimize creativity and experience delivery
o Cleanse and organize data internally to support GenAI optimization
o Guide use of GenAI for creating more personalized consumer experiences
4. Brand activation: segmentation, use cases and journeys [choice for agency delivery as interim step]
o Develop and optimize audience segmentation & acquisition strategy and associated framework (inc. data quality, consistency, data attributes etc.)
o Deliver advanced digital consumer segmentation and profiling
o Develop and optimize use cases (based on Global archetypes)
o Use CRM and consumer data platforms to build advanced consumer experiences journeys and insights: work with brand teams to support their journey mapping, to create experience that maximize data capture
o Support development of value exchanges (Brand team to own)
5. Consumer data performance & analytics[choice for agency delivery as interim step]
o Track, measure and report on consumer data acquisition and engagement by channel and brand - leveraging insight
o Provide the data and business context to inform MMM analysis (assuming significant scale campaign)
o Provide input to the monetization analysis for paid channels (e.g. data and metrics for paid, conversion rate lift, email performance
o Feed insights back into Brand and CX teams to continuously improve the experience journey
Note that this includes all consumer data channels, inc. SMS, email marketing and whatsapp (also includes direct mail)
Required skills & qualifications• 14+ years of experience in consumer data activation, consumer data strategy development, data platform management• Strong project management skills and ability to manage multiple projects simultaneously• Excellent analytical and problem-solving skills• Strong communication and collaboration skills to work effectively with cross-functional teams• Deep understanding of digital marketing channels and tactics• Strong knowledge of data privacy and security regulations• Fluency in AI and automation tools, and curiosity for how technology enhances consumer empathy and storytelling• Understand how to leverage consumer data insights to develop meaningful value exchanges between consumers and brands• Passionate about connecting emotion and data to design intelligent experience journey• Consumer Data Acquisition + Application• Experience in building and managing CRM platforms for performance analytics• Familiar with analytical tools and technologies• Understanding of how to analyze and report data, draw insights, identify trends
Key Stakeholders• Brand Marketing, I&A, O&E lead, CX, Media Lead: audience segmentation, building data strategies, key insights - ensuring focus on consumer need & experience• MDS and Martech: maintain and improve the consumer data management platforms, including data architecture, data governance, and data quality• Legal / Security: ensure data privacy and security compliance
By joining our team, you will have the opportunity to contribute to the growth of our company and play a crucial role in accelerating the growth and transformation agenda in the AMEA Region
Within Country Relocation support available and for candidates voluntarily moving internationally some minimal support is offered through our Volunteer International Transfer Policy
Business Unit Summary
Mondelez India Foods Private Limited (formerly Cadbury India Ltd.) has been in India for over 70 years, making sure our mouth-watering and well-loved local and global brands such as Cadbury chocolates, Bournvita and Tang powdered beverages, Oreo and Cadbury Bournvita biscuits, and Halls and Cadbury Choclairs Gold candies get safely into our customers hands-and mouths. Headquartered in Mumbai, the company has more than 3,300 employees proudly working across sales offices in New Delhi, Mumbai, Kolkata and Chennai and in manufacturing facilities at Maharashtra, Madhya Pradesh, Himachal Pradesh and Andhra Pradesh, at our global Research & Development Technical Centre and Global Business Hub in Maharashtra and in a vast distribution network across the country. We are also proud to be recognised by Avatar as the Best Companies for Women in India in 2019 - the fourth time we've received this award.
Mondelēz International is an equal opportunity employer and all qualified applicants will receive consideration for employment without regard to race, color, religion, gender, sexual orientation or preference, gender identity, national origin, disability status, protected veteran status, or any other characteristic protected by law.
Job Type
Regular
Media
Marketing