Global Consumer & Media Data & AI Acceleration Lead

At Bayer we’re visionaries, driven to solve the world’s toughest challenges and striving for a world where ,Health for all, Hunger for none’ is no longer a dream, but a real possibility. We’re doing it with energy, curiosity and sheer dedication, always learning from unique perspectives of those around us, expanding our thinking, growing our capabilities and redefining ‘impossible’. There are so many reasons to join us. If you’re hungry to build a varied and meaningful career in a community of brilliant and diverse minds to make a real difference, there’s only one choice.

Global Consumer & Media Data & AI Acceleration Lead

Purpose

The Global Consumer Data & AI Acceleration Lead sits at the intersection of consumer data excellence and AI-powered marketing intelligence. The role ensures global consumer data — across research, media, behavioral, and activation sources — is governed, harmonized, high-quality, and ready for AI-driven personalization, engagement, and decision-making.

Combining advanced data stewardship, AI context engineering, and scalable process design, this role translates the global consumer data vision into operational reality. It manages data ingestion, platform data flows, consent governance, taxonomy maintenance, quality remediation, and local steward coordination while accelerating adoption of AI-enabled consumer intelligence and activation products.

Beyond traditional stewardship, the role designs how consumer data is structured, enriched, consented, and contextualized so AI models can personalize accurately, marketers can activate confidently, and commercial teams can engage consumers with relevance and speed.

As AI becomes central to consumer engagement — powering personalization, propensity models, next-best-action systems, and media optimization — consumer data must evolve from static audience lists and siloed research into dynamic, identity-resolved, privacy-compliant intelligence assets. This role drives that evolution globally by embedding AI-readiness into data processes, taxonomies, consent frameworks, and quality standards.

Scope: Global

Key Tasks

• Support the Consumer Data Domain Lead in setting and enforcing global data quality standards, taxonomies, consent frameworks, and mapping rules across consumer data sources and regions.
• Design and maintain global classification systems for audience segments, behaviors, need-states, and lifecycle stages to ensure consistency, privacy compliance, and aggregation readiness.
• Operate data quality monitoring, including automated scoring, anomaly detection, consent validation, identity resolution checks, and threshold alerts.
• Lead remediation workflows covering escalation, root cause analysis, corrective actions, and preventive controls across research, media, and activation data.
• Bridge consumer-facing and technology teams by translating business outcomes into structured requirements and keeping delivery aligned to commercial impact.
• Drive AI content engineering through metadata standards, semantic tagging, audience ontologies, business glossaries, and schemas that enable GenAI and ML interpretation.
• 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, ensuring completeness, timeliness, consent compliance, and format standards.
• Establish media data QA, transformation, and taxonomy alignment processes for MMM and marketing performance reporting.
• Monitor data feeds and platform integrations to identify delivery issues, methodology changes, consent drift, and quality erosion before downstream impact.
• Coordinate local and regional Consumer Data Stewards and Marketing Data Leads through guidance, tooling, training, and governance cadence.
• Design AI-augmented data processes that automate manual workflows such as audience validation, consent monitoring, identity resolution, self-healing pipelines, and research coding.
• Advance “Data as a Product” by defining SLAs, data contracts, consumption interfaces, and feedback loops for media, brand, insights, and commercial analytics teams.

Qualifications & Competencies

• Master’s in Marketing, Business Analytics, Data Science, or Information Management, or bachelor’s with equivalent experience.
• 7+ years in consumer data management, marketing data strategy, or data governance, ideally in FMCG, Consumer Health, Pharma, or Retail/eCommerce.
• 3+ years hands‑on experience with consumer data ecosystems across research, media, activation, CDP, audience platforms, identity resolution, or retail media.
• Proven ability to bridge technical and business teams, translating complexity into value‑focused outcomes.
• Expertise in consumer data taxonomies, audience ontologies, segment definitions, metadata standards, and semantic data models.
• Strong knowledge of media measurement, marketing science, MMM, attribution, data quality frameworks, and privacy/consent governance.
• Understanding of AI/GenAI and how data structure, identity, consent signals, and semantic enrichment enable personalization, propensity modeling, and automated marketing.
• Experience with content engineering, prompt logic, or information architecture for machine interpretation of consumer data.
• Track record scaling data processes across complex, multi‑platform, multi‑vendor environments.
• Familiarity with enterprise data, MarTech, and media ecosystems, including CDP, CRM, clean rooms, Snowflake/Databricks/Azure, walled gardens, programmatic, and retail media.
• Excellent stakeholder management and fluency translating between marketing/business and technical/data engineering language.
• Strategic, forward-thinking, and comfortable influencing across a global matrixed organization without direct authority.
• Growth mindset, actively embedding AI-readiness into consumer data operations.
• Fluent English required; additional languages a plus.

YOUR APPLICATION

This is your opportunity to tackle the world’s biggest challenges with us: Maintaining our health, feeding growing populations and slowing the rate of climate change. You have a voice, ideas and perspectives and we want to hear them. Because our success begins with you. Be part of something big. Be Bayer.

Bayer welcomes applications from all individuals, regardless of race, national origin, gender, age, physical characteristics, social origin, disability, union membership, religion, family status, pregnancy, sexual orientation, gender identity, gender expression or any unlawful criterion under applicable law. We are committed to treating all applicants fairly and avoiding discrimination.

Location: Portugal : Estremadura : Carnaxide || Spain : Cataluña : Barcelona

Division: Consumer Health

Reference Code: 874356