Senior Director, Data

The Senior Director, Data is accountable for defining and leading the end-to-end strategy for first party (1PD) consumer data, data products, and AI enabled activation across the digital landscape. This role provides strategic and people leadership for senior data roles, including Director, Data Products and Senior Manager, Data (Consumer). The role partners closely with Marketing Categories, IMX Media, Technology, Analytics, Legal, and internal and external brand development teams to scale consumer engagement, loyalty, and commercial impact across digital touchpoints. A strong emphasis is placed on AI enabled ways of working, leveraging advanced analytics, automation, and personalization to drive measurable business outcomes.

Key Responsibilities

• Own and evolve the overarching strategy for collecting, managing, and activating first-party consumer data across the digital ecosystem, aligned with enterprise and marketing objectives such as brand equity, incremental sales, and volume growth.
• Provide strategic leadership for data product and consumer data activation agendas, ensuring clear direction, prioritization, and alignment across teams, roadmaps, and investment areas.
• Lead and develop senior data leaders and teams, setting clear objectives, fostering strong collaboration, and building advanced capabilities across data products, CRM, activation, and AI enabled marketing.
• Define the vision for AI enabled consumer engagement, including personalization, predictive analytics, automation, and advanced measurement frameworks, and ensure consistent adoption across markets and brands.
• Oversee the design and optimization of scalable data collection frameworks spanning websites, apps, registrations, surveys, loyalty mechanics, and other digital interactions to ensure high quality, compliant consumer data.
• Guide data enrichment and identity strategies, including the responsible use of third-party data, to strengthen consumer profiles, segmentation, targeting, and media effectiveness.
• Ensure best in class orchestration of end-to-end digital CRM, lifecycle marketing, and ecosystem activation, driving consistency, relevance, and performance across consumer journeys.
• Partner cross functionally with Marketing, Media, Technology, Analytics, and external partners to align data, activation, and technology roadmaps, balancing short term execution with long term capability building.
• Champion modern, AI enabled and test and learn ways of working across the Marketing Data / Tech & Capabilities organization, embedding experimentation, continuous optimization, and data informed decision making.
• Act as the senior point of accountability for data governance, consent, and privacy, partnering with Legal, Privacy, and Compliance teams to ensure GDPR compliance, robust consent management, and ethical data use.

Requirements

• Strong passion for data driven consumer engagement, AI enabled marketing, and delivering scalable, privacy centric consumer experiences.
• Typically 12+ years of experience in data, digital marketing, consumer engagement, or marketing technology roles, with senior leadership experience managing complex teams and portfolios.
• Proven ability to operate at both strategic and executional levels, translating business goals into sustainable data, technology, and activation strategies.
• Demonstrated success leading in complex, cross-functional, and matrixed environments, with excellent stakeholder management, communication, and influence skills.
• Deep understanding of first-party data ecosystems, digital CRM, identity, personalization, and measurement, including hands-on exposure to platforms such as Adobe Experience Platform and Adobe Journey Optimizer (or equivalents).
• Strong executive level understanding of data analytics, AI, automation, customer segmentation, and targeting methodologies, and their application to drive marketing and commercial performance.
• Track record of building high performing teams, developing senior talent, and fostering a culture of innovation, accountability, and continuous improvement.