Audience & Data Strategy Manager Beiersdorf

Role Overview As the Audience & Data Strategy Manager (ADSM), your primary responsibility is to drive our precision marketing agenda by leveraging audience insights, including influencer activations, into precision marketing campaigns. You will support local teams in implementing digital audience frameworks as per regional guidelines, adapting creative strategies to local nuances. Additionally, you will manage all data reporting related to digital campaigns, ensuring data health through taxonomy and consolidating digital learnings. Key Responsibilities Audience Strategy Definition and Implementation: Develop and localize ongoing digital audience strategies to target relevant consumers across digital touchpoints, including influencers. Research and apply innovative digital audience targeting techniques and best practices. Own the audience learning agenda and define testing hypotheses. Consolidate and share audience and campaign insights with regional and local stakeholders through Post Campaign Analysis reports. Support Precision Marketing Campaigns Assist local teams in building consumer journeys based on available data sources. Define specific conversion points for each funnel stage, aligned with campaign objectives. Support brand teams in content design to ensure differentiated creative variations by channel and audience. Consolidate best practices to improve conversion rates at each funnel stage. Collaborate with media teams and agency partners to maximize audience reach while ensuring quality targeting. Assist with Google Ads audience creation and website pixel implementation. Oversee website technical maintenance, SEO, and content creation to enhance traffic quality and rankings in partnership with local and regional digital agencies. Lead the creation of In-Flight Optimization dashboards to ensure smooth data reporting and support weekly campaign optimizations. Data-Driven Insights And Analysis Analyze website, social, video, and programmatic performance, sharing insights with local and regional Digital & Brand teams. Review weekly campaign performance and recommend optimizations to improve outcomes while aligning with business objectives. Monitor sensitive topics like fraud and inventory quality in BDF-Agency relationships. Evaluate the impact of digital marketing on brand lift and/or sales lift. Ensure campaign taxonomy compliance with regional guidelines through accessible tools and dashboards. Influencer Activations And Campaigns Manage influencer campaign budgets with the Media team, allocating funds based on local market needs. Oversee influencer agency contracts, management, and scope of work. Drive brand influencer communication strategies, aligning with brand team deliverables, and manage Masterbrand influencer activations. Share insights from influencer campaign data analysis using tools like Traackr and paid social media results. Integrate earned audience insights from influencers with buyable audiences in Precision Marketing and Social Media to strengthen audience targeting and achieve KPI success. Your Profile 3-5 years of experience in Media, Digital, and/or Data & Analytics positions. Expertise in the CPG industry with a proven track record in digital media roles. Hands-on experience with Google Marketing Platform and social media audience and data capabilities (GA360, DV360, CM, Meta, etc.). Comprehensive understanding of digital media KPIs, optimization, and dashboarding capabilities. Experience in audience segmentation and targeting, journey optimization, and conversion modeling. Proven experience managing agencies and overseeing their deliverables to ensure timely and complete output and insights. Experience in campaign management within the FMCG space, including content and consumer journeys. Preferred experience working with influencers; digital campaign experience is essential. #J-18808-Ljbffr