Role Purpose
Within the Data & Digital Value Maximization (D&DVM) team, this role is responsible for building and advancing the company's Data & Digital capabilities in the Marketing domain. The individual must bring deep Marketing expertise — across brand, portfolio, media, and consumer — and apply it to design, govern, and scale data & digital solutions that maximize Marketing's effectiveness and investment efficiency. The mandate is not to run Marketing operations, but to ensure the function is enabled, transformed, and future-ready through data and digital.
Key Responsibilities
- Marketing Expertise with Data & Digital Application
• Use strong Marketing expertise to pinpoint where data & digital solutions can unlock the greatest value in brand-building, portfolio strategy, media deployment, and consumer engagement.
• Ensure all initiatives are positioned as data & digital enablers of Marketing ROI and growth, not as stand-alone tools.
• Connect every solution clearly back to business growth and brand impact.
- Maximize Value from Current Marketing Data & Digital Initiatives
• Consolidate and govern all Marketing-related data & digital initiatives (e.g., AI-driven efficiency, CDP/CEM, VOCM).
• Validate and prioritize initiatives based on measurable ROI and contribution to capability building.
• Drive adoption to ensure existing platforms and tools deliver full value capture and are embedded into Marketing's ways of working.
- Future-Back Data & Digital Capability Building
• Maintain a forward-looking perspective on how technology, consumer data, and analytics will reshape Marketing.
• Continuously explore new areas for Marketing data & digital capability building, ensuring the function stays ahead in digital maturity.
• Translate insights into a progressive roadmap, balancing today's priorities with tomorrow's readiness.
- Change Leadership & Impact Delivery
• Lead initiatives end-to-end with PMO-level rigor: from scoping, solution design, IT collaboration, training, to launch and continuous improvement.
• Drive change management to ensure adoption and integration of solutions in Marketing workflows.
• Guarantee outputs go beyond deliverables and translate into tangible impact — stronger ROI, smarter investment, and lasting capability uplift.
- Cross-Functional Collaboration
• Act as a strategic enabler between Marketing teams, IT, and senior leadership, ensuring alignment on priorities and solutions.
• Support Marketing VPs and functional leaders with data-driven insights and digital enablers, strengthening decision-making and execution.
• Help ensure Marketing is equipped with the right data assets, digital platforms, and governance mechanisms to sustain growth.
Requirements
• Proven Marketing expertise (brand, portfolio, media, consumer) combined with strong application of data & digital solutions.
• Experience in driving data-enabled Marketing transformation with measurable results.
• Familiarity with AI-enabled tools, CDP/CEM, VOCM, and marketing analytics.
• Ability to anticipate future trends in data, technology, and consumer behavior, and translate them into actionable strategies.
• Strong problem-solving, structured thinking, and project leadership.
• Experience in change management, ensuring adoption and long-term value realization.
• Excellent stakeholder management and influencing skills.
• Fluent in English and Mandarin.