Global Data & AI Acceleration Lead (Media & Consumer)

Purpose:

The Global Data & AI Acceleration Lead is a forward-looking role that operates at the intersection of consumer data excellence and AI-powered marketing intelligence. This role is accountable for ensuring that global consumer & media data — spanning research, media, behavioral, and activation data — is not only governed, harmonized, and high-quality today, but is architected, engineered, and activated for AI-driven personalization, engagement, and decision-making tomorrow.

This role acts as Data Business Partner to Media, Consumer and Analytics team and shapes Business Product Ownership for AI-powered consumer data tools, content engineering for AI systems, and process design for scalable, automated data operations. It is the execution engine that translates the global consumer data vision into operational reality — managing data ingestion, platform data flows, consent governance, taxonomy maintenance, quality remediation, and local steward coordination — while simultaneously accelerating the adoption of intelligent, AI-enabled consumer intelligence and activation products across the organization.

This role is part of Global Data & AI Capability a vertical within Insights & Analytics (I&A) Home.

Legal Entity: Euroservices Bayer

Key Tasks/ What You'll Do

• Support the Consumer Data Domain Lead in defining and enforcing global data quality standards, taxonomies, consent frameworks, and mapping rules across consumer data sources and regions.
• Design and maintain global consumer data classification systems, ensuring cross-market consistency, privacy compliance, and aggregation readiness.
• Operate data quality monitoring frameworks, including automated scoring, anomaly detection, consent validation, identity checks, and threshold alerting.
• Lead remediation workflows across research data integrity and media/activation compliance, including escalation, root cause analysis, corrective actions, and preventive controls.
• Act as cross-functional Business Product Owner for AI-powered consumer data and intelligence products, owning product vision, roadmap, backlog, and acceptance criteria with IT, Data Science, and Marketing Technology, so business teams can focus on value and activation.
• Connect consumer-facing teams defining needs with technology teams building solutions, translating outcomes into product requirements, prioritizing demand, and ensuring delivery aligns to commercial impact.
• Drive AI content engineering through metadata standards, semantic tagging, audience ontologies, glossaries, and schemas that enable GenAI and ML tools to interpret consumer data.
• Translate business needs into AI product requirements, including prompt logic, consumer context layers, identity frameworks, and output validation standards.
• Oversee consumer data ingestion from external partners and platforms, ensuring completeness, timeliness, consent compliance, and format standards.
• Establish media data quality, transformation, mapping, and taxonomy processes for accurate, consistent, analysis-ready inputs to MMM and performance reporting.
• Monitor data feeds and integrations to identify delivery issues, methodology changes, consent drift, identity degradation, and data quality erosion before downstream impact.
• Coordinate Consumer Data Stewards and Marketing Data leads, providing guidance, tooling, training, and governance cadence.
• Serve as operational point of contact between business, IT/engineering, media platforms, and data partners for consumer data topics.
• Design AI-augmented consumer data processes, identifying where automation or GenAI can replace manual workflows such as audience validation, consent monitoring, identity resolution, self-healing pipelines, and research coding.
• Pioneer “Data as a Product” for consumer data, defining SLAs, data contracts, interfaces, and feedback loops for media, brand, insights, and analytics teams.

Key Working Relation:

• Consumer Data & Media Domain Lead
• Enterprise Data & AI work team / Data Council
• I&A Home and Media & Consumer Homes
• I&A Home and Media & Creative Effectiveness Lead
• IT / DTIT, Data Engineering, Data Science & Platform teams

External:

• Global media partners including Google, Meta and IPG/Omnicom/BOND; External Research Vendors (Analytic Partners, Kantar, Toluna, IQVIA, Circana and others)

Requirements & Qualifications:

• Bachelor’s degree in marketing, Data Science, Digital Strategy, Business, Analytics, or a related field; master’s degree preferred.
• Mandatory: 5+ years’ experience in roles covering media analytics, digital media data and effectiveness measurement, consumer research, Ad creative/campaign pre & post evaluation, MMM, marketing science or a related analytical role.
• Deep expertise in digital media measurement and marketing science, including MMM, experiments, lift studies and incrementality testing.
• Experience translating consumer, media, and measurement needs into AI-ready data structures, prompt frameworks, context layers, output validation standards, and reusable guidance for GenAI use cases.
• Strong grasp of AI content engineering, including semantic tagging, metadata design, business glossaries, audience ontologies, prompt logic, and quality checks for reliable AI interpretation.
• Strong understanding of consumer and media data ecosystems, including research, audience, campaign, CDP/CRM, walled garden, programmatic, retail media, clean room, identity, and measurement data flows.
• Ability to assess and challenge partner, platform, and agency recommendations with analytical rigor, objectivity, commercial awareness, and sound business judgement.
• Experience designing taxonomies, metadata standards, audience definitions, data quality rules, semantic models, consent controls, and governance processes across markets, partners, and platforms.
• Experience working with Marketing, Consumer Insights, Analytics, major digital media platforms, and agency partners, ideally including Google, Meta, retail media networks, and cross-market media programs.
• Strong stakeholder management and communication skills, with confidence to influence internal teams, markets, partners, platforms, and agencies, and to bring clarity to complex discussions.
• Practical experience with identity resolution strategies, including clean room technologies (e.g. Liveramp InfoSum, Habu, AWS Clean Rooms)
• Fluent English required; additional languages a plus.