Data-Driven Marketing Senior Manager

4 weeks ago

Newark, Delaware, United States Mars Incorporated Full time

About the Role

Mars Wrigley is a global leader in treats and snacking with over 100 years of history of putting smiles on people's faces while also being dedicated to positively impacting the planet through continually improving the way we source, make and market our products.

We are advancing Mars Wrigley's consumer-focused data strategy built on martech and adtech (madtech) platforms, enabled through the One Demand Data and Analytics team, leading both a capability and cultural change of being data-driven with measurable business benefits.

As a Data-Driven Marketing Senior Manager, you will lead a small team within our Consumer Data team, focused on driving growth in partnership with our brands and agency partners, using consumer data and madtech stacks to execute personalization and relevancy at scale, founded on deep human insights and behaviors derived through advanced analytics and modeling.

This role will need to work closely with the other specializations on the team, as well as be able to partner across functions with key stakeholders in local markets, brand teams, content teams, agencies, and IT to activate and optimize marketing campaigns and consumer journeys to drive further growth and efficiencies.

Key Responsibilities

  • Bring strong expertise with proven experience in activating marketing campaigns and optimizing media with consumer data.
  • Lead consumer data strategy and initiatives for Mars Wrigley brands in North America (focus on US).
  • Partner with brand, media, and agencies to develop a pipeline of digital campaigns that are either influenced and/or activated directly with consumer data (1/2/3rd party data).
  • Develop a strategy around efficient execution of consumer data-driven activations across channels and stakeholders, especially when requiring complex cross-functional participation.
  • Manage data-driven marketing specialists as they work within markets to see through campaign execution.
  • Partner with the data science lead to prioritize backlog of data-driven activation analytics capabilities, providing business context and campaign expertise.
  • Lead the team to manage and scale activations using Mars Wrigley's consumer data platform (CDP), engaging brand, content, and programmatic teams.
  • Leverage the audience and segmentation logic within the CDP to maximize campaign performance.
  • Direct A/B and multivariate testing, integrating results into broader marketing strategies across brands.
  • Nurture a consumer data-driven mindset across business teams through close collaboration with stakeholders to achieve business results through a consumer-focused marketing approach.

Requirements

  • Bachelor's degree preferred, but not required.
  • 6 years of experience in digital marketing, performance marketing, or integrated marketing, ideally in CPG/Retail.
  • 3 years of leveraging consumer data for marketing activations with direct experience on mar/ad tech platforms (e.g., CDP, DMP, DSP, CRM).
  • Must have management experience, i.e., proven ability to lead and inspire a small team.
  • First-hand knowledge and experience activating and measuring performance within walled garden platforms (e.g., Google, Meta/Facebook etc.).
  • Hands-on experience with DTC acquisition marketing initiatives (Google, Meta/Facebook, etc.).
  • Experience with data concepts as they relate to digital engagement across paid and organic channels.
  • Experience in orchestrating omni-channel campaign experiences using consumer data and the performance measurement of these.
  • Experience in campaign operations and/or agency experience a plus.
  • A constantly curious mind with a passion for understanding consumers, bringing innovative thought leadership around brand engagement.

About Mars Incorporated

Mars Incorporated 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.

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