Consumer Data Lead
Consumer Data Lead
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Job Description
Roleoverview
TheConsumer Data Lead is a critical role within the Marketing function responsiblefor maximizing adoption of and impact through consumer firstpartydata. They willbe responsible for managing consumer data status and enrichment miningactionable insights around FPD usage evaluating costbenefit tradeoffs 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 alwayson 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 CostBenefit assessment
a. Assess net impact of FPD basis costof enrichment and upside delivered across media effectiveness Ecom salesacceleration and consumer insights.
b. Refresh collection enrichmentstrategies periodicals based on usage of FPD across brands e.g. expensiveenrichment nonadherence to golden insights
3. User Records Management
a. Manage data freshness and storage inCDP assess cull transfer across CDPCDH 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 alwayson 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 onplatform personalization
- Certification(s) preferred but notnecessary:
a. AdobeRealtime CDP Business practitioner
Employment Type
Full-Time
