Job Description:
The CRM Foundations Lead will drive the development of a comprehensive, data-driven consumer strategy, leveraging a 360° view of Pet Parent audiences and attributes across Divisions. Beyond managing audience-related initiatives, the role will involve building cross-functional alignment, enabling innovation, and guiding information-centric decisions to empower teams from Global (Strategy) to Market (Operations).
This position will require a strategic mindset, hands-on collaboration with multiple stakeholders, and a passion for driving business impact through audience insights and data activation in close partnership with CRM Managers, Product & D&A teams, including their Partners.
What are we looking for?Bachelor’s degree in Marketing, Business, Data Science, or related fields; Master’s degree preferred.5+ years experienceProven experience in audience management, segmentation, or consumer insights in a global organization.Strong analytical mindset with the ability to translate complex data into actionable strategies.Demonstrated success in cross-functional collaboration, influencing multiple stakeholders.Experience with machine learning models and data-driven decision-making is a plus.Excellent communication skillsPassion for pets and a commitment to innovation in consumer experience.What will be your key responsibilities?. Build and Execute a Unified 360° Consumer View
Collaborate with Divisional and Global teams to create a comprehensive, centralized 360° consumer view, aligning all stakeholders under a shared language and framework.Define and implement key profiling and audience indicators to improve activation and business performance in Divisions & @Global LevelEnsure pet parent information centralization and retrieval mechanisms drive actionable insights, fostering Cross-Divisional Business Enablement and improving divisional decision-making.2. Audience Segmentation & Precision Marketing
Define audience segmentation strategies across Petcare and Divisions, ensuring alignment with global priorities and functional teams (Media, Insights, Strategy, Ecosystem).Collaborate with CRM Lead and Media teams to refine briefs and deliver precision marketing initiatives, accelerating Divisional Execution through tailored campaigns.Drive alignment between global and divisional strategies to ensure audience segmentation reflects key business priorities.Design and implement segmentation strategies to address business needs and improve marketing performance.3. Cross-Divisional Collaboration and Alignment
Ensure alignment between global and divisional teams by defining and documenting the vision and objectives of audience-related processes.Align extended teams on marketing data governance rules, taxonomy, and marketing data-related processes, fostering Cross-Divisional Business Enablement and Divisional Acceleration through streamlined collaboration with Media, Insights, Strategy, and D&A.Partner with global and divisional teams to prioritize and execute a roadmap of use cases, balancing immediate business needs with long-term strategic objectives.4. Innovation & Capabilities Enhancement
Identify synergies related to transversal topics concerning pet owner data, focusing on foundational data enrichment and experience personalization.Explore external partners, startups, and ecosystem players to enhance the 360° consumer view through innovative solutions.Provide strategic direction on foundational enablers, such as progressive profiling and health passports, to deepen audience understanding.Collaborate with Insights and D&A teams to derive actionable insights that support Global Strategy Enablement and divisional decision-making.5. Performance Measurement & Value Creation
Lead the development and implementation of performance indicators, aligned with Petcare overarching strategy, and reporting frameworks, in collaboration with D&A and CDO teams.Optimize performance monitoring frameworks to support Cross-Divisional Business Enablement and enhance measurable outcomes.Contribute to value creation by assessing and explaining the cost-to-value ratio of CRM initiatives.Act as the business owner in deploying Performance Monitoring Tools, ensuring alignment with divisional priorities and global objectives.6. Community Building & Knowledge Sharing
Build and foster a collaborative audience community across divisions, facilitating Cross-Divisional knowledge sharing and enhancing the integration of Demand (Divisional Business, Global Business), D&A, and Product teams.Define, document, and implement standardized processes for audience segmentation and insights.Empower teams with tools and processes to streamline audience-related workflows.Contribute to the development and delivery of training programs, enhancing global and divisional capabilities.7. Process & Compliance Management
Ensure compliance with legal, data governance, and consumer consent frameworks in collaboration with the Legal and Data teams.Monitor and surface quality and freshness indicators for data to guide actionable insights for marketing teams, improving Cross-Divisional Business Enablement.What can you expect from Mars?Work with 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.#TBDDT
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.