Director, Marketing and Commercial Data

Job Description Summary:

Role Summary

The Director, Marketing & Commercial Data is the Greater China & Mongolia (GCM) business leader for the strategy, governance, product roadmap and activation of marketing, consumer and commercial data. The role connects business priorities with data, digital and technology capabilities to create measurable growth, marketing effectiveness and efficiency. Operating across Marketing, Customer & Commercial, Human Insights, IMX/Digital, Finance, GDN/technology, bottling partners and agencies, the role translates global direction into a locally relevant GCM roadmap and ensures that data products and use cases are adopted in day-to-day decisions and activation. This position requires an entrepreneurial leader who proactively identifies opportunities, builds a compelling case for change and uses influence to mobilize stakeholders, resources and partners to turn opportunities into action and measurable outcomes.

What You Will Do for Us

1. Execute GCM data strategy and portfolio

· Execute the GCM marketing, consumer and commercial data vision, multiyear roadmap and annual priorities, aligned with enterprise standards and GCM growth priorities.

· Drive the integrated GCM data portfolio, backlog and operating rhythm, prioritizing initiatives based on business value, feasibility, risk, reuse and adoption.

· Translate global data strategies and products into clear GCM requirements, while representing local market, regulatory, ecosystem and language needs in global forums.

· Work with technology team to build a coherent architecture across foundational data, reusable data products and business applications, avoiding duplication and clarifying dependencies with global platforms.

2. Data foundation & governance

· Lead conversations for future integration of first-party consumer, media, CRM, engagement, commercial, transaction, customer, market and insight signals to support decision-making, personalization, measurement and activation. Clarify business, data, system and product ownership and ensure decision rights are explicit before automation, analytics or AI solutions are scaled.

· Build the First Party Data (CDP) and Media Data Base (DMP) for future audience targeting, enrichment and activation and drive common taxonomy, tagging, identity, metadata and data-model standards across experience, creative, audience and individual-consumer levels, including local implementation of enterprise standards.

· Ensure transaction and commercial data are translated into reusable traits, segments, audiences and decision signals for Marketing and Customer & Commercial teams.

· Partner with technology and data engineering teams to improve data availability, interoperability, quality and fit-for-purpose access, including the connection of local sources to global data foundations.

· Champion data governance covering quality, lineage, ownership, access, privacy, security, retention, consent, usage and compliance.

· Partner with Legal, Privacy, Security, GDN/technology and system owners to maintain data and application inventories, access reviews, retention/minimization practices and audit-ready evidence.

· Oversee agencies and partners delivering data strategy, analytics, activation and data-product work, ensuring clear deliverables, service levels, knowledge transfer and sustainable operating models.

3. Data solutions, activation & measurement

· Enable the GCM connected consumer digital flywheel by work with Digital IMX team to identity, consent, CRM, loyalty, promotions, transactions and lifecycle engagement.

· Strong experience in enabling reusable audience creation and activation across owned, paid and partner ecosystems to improve incremental reach, conversion and media efficiency.

· Partner with IMX/Digital and product owners to define the data requirements, measurement design and learning agenda for Own Consumer Platform Experience, Own Consumer Platform Memberlink and related GCM digital products.

· Work with key stakeholders to connect owned-platform data with customer and partner ecosystems to support member-link and B2B2C transaction use cases, subject to agreed governance and commercial arrangements. And ensure key metrics are in place and tracked for measurement.

· Answer business question based on the data insights from different teams to support inform strategic decisions

· Establish clear value-at-stake logic, success metrics and benefit tracking with Finance and business owners, separating directly traceable outcomes from assumptions or proxy-based estimates.

4. Leadership & adoption

· Build data fluency across Marketing and Customer & Commercial communities by translating complex concepts into practical choices, routines and decision tools.

· Lead through influence across GCM functions, markets, bottling partners, global teams and external partners, creating alignment on priorities, trade-offs and accountabilities.

· Guide and develop the GCM data team and orchestrate cross-functional squads across analytics, technology, digital, finance, insights and agencies.

· Drive change management, adoption and sustained usage, ensuring solutions are embedded in workflows rather than delivered as stand-alone dashboards or pilots.

· Provide senior leaders with clear recommendations on investment, risk, value, sequencing and resource allocation.

· Act entrepreneurially by spotting unmet business needs, connecting ideas across functions, shaping opportunities into clear propositions and influencing stakeholders to commit to action, even where direct authority is limited.

Priority Scope

Own Consumer Platform Experience

Lead the first party consumer-data and measurement requirements for the owned digital hub and connected experience ecosystem.

Own Consumer Platform Memberlink

Enable compliant partner and customer data connections that support consented relationships, transactions, enrichment and learning.

Media retargeting

Create and activate reusable first-party and media audiences to maximise qualified reach, conversion and media efficiency.

Data taxonomy / Harmony

Standardize taxonomy, tagging and identifiers to improve setup, reporting accuracy, comparability and reuse.

Data governance and operations

Maintain fit-for-purpose governance, privacy, access, retention, inventory, quality, budget and vendor disciplines.

Connected consumer intelligence

Cocreate use cases by connected first-party, commercial and appropriate external or synthetic signals to identify growth opportunities and support future decision intelligence.

Key Interfaces

· GCM Marketing leadership, category teams, IMX/Digital, Human Insights, Customer & Commercial, Finance and Strategy

· GDN/technology, data engineering, MarTech, privacy, legal, security and architecture teams

· Global Marketing & Commercial Data, Digital Product and AI teams

· Analytics, media, CRM, technology and consulting agencies

Requirements & Qualifications

· Bachelor’s degree in business, marketing, analytics, data science, engineering, technology or a related discipline; advanced degree is an advantage.

· Technical skills: hands-on SQL/Python, consumer segmentation modeling, including the ability to independently prepare and analyse data, troubleshoot issues and validate vendor outputs.

· 12+ years of progressive experience across data strategy, analytics, marketing technology, digital products, consumer data, commercial data or transformation roles, including significant leadership responsibility.

· Demonstrated ability to define and execute data strategies that deliver measurable business outcomes in a complex, matrixed organization.

· Deep data literacy and the ability to translate data models, identity, taxonomy, governance, analytics and AI concepts into clear business actions.

· Strong marketing and commercial acumen, including experience with consumer journeys, CRM, media activation, digital experience, transactions, customer or channel