The Consumer Digital Lead will drive AI-powered digital innovation to enhance consumer engagement, product innovation, and marketing effectiveness. This role focuses on leveraging AI, data-driven insights, and digital platforms to build next-gen consumer experiences, optimize precision & performance marketing, and transform Voice of Consumer (VOC) insights into actionable strategies. The leader will also oversee AI-enabled content hubs, ensuring data-driven content strategy, creation, distribution, and performance tracking.

Main Responsibilities: 

1. AI & Digital Innovation Strategy

-Define and execute a Digital & AI roadmap for consumer engagement, AI-driven product innovation, and marketing optimization.

-Lead adoption of AI/ML, generative AI, and predictive analytics to enhance personalization, VOC insights, and automated content creation.

-Identify emerging technologies (e.g., AI-powered chatbots, CDP, martech/adtech automation) to drive business growth.

2. AI-Enabled Consumer Experience & Precision Marketing

-Develop AI-driven consumer journeys (e.g., recommendation engines, dynamic personalization, predictive engagement).

-Optimize performance marketing (paid media, social, e-commerce) using AI-driven attribution modeling & real-time optimization.

-Leverage Voice of Consumer (VOC) data with AI sentiment analysis to refine product innovation & marketing strategies.

3. AI-Powered Content Hub Management

-Build an AI-enabled content strategy, covering:

• Content Insights: AI-driven trend analysis & audience segmentation.
• Content Creation: Generative AI for scalable, personalized content.
• Content Distribution: Automated targeting & dynamic creative optimization.
• Performance Tracking: AI-powered ROI measurement & continuous optimization.

4. Cross-Functional Leadership

-Partner with Marketing, E-commerce, CRM, and Global D&T to integrate AI solutions into business strategies.

-Drive agile execution, ensuring AI initiatives are prioritized, tested, and scaled effectively.

-Mentor teams on AI & digital best practices, fostering a culture of innovation.

5. Change way of working with NEW marketing

- Engage with Marketing Head to build the evolution roadmap with AI tools and in-house human interaction model vs AI collaboration from traditional outsourced Agency mode

- Result driven to save ACP cost and drive effectiveness to foster business growth

Specific Job Experience or Skills Needed

·      Bachelor's Degree

Education:  A Bachelor’s degree in Computer Science, Information Technology, Marketing Tech/Statistics or a related field is required. An advanced degree or certifications in digital technology are preferred.

·      Experience: A minimum of 10 years of experience in digital/AI technology roles, business knowledge of FMCG industry

• Technical Expertise: Deep understanding of digital platforms, cloud services, mobile technologies, APIs, data analytics, and cybersecurity. Hands-on knowledge of AI/ML, CDP, martech/adtech, VOC analytics, and content automation tools.
• Product/Platform Management:  Product Vision/Roadmap Planning, Performance Tracking with OKR / ROI, Product Design and Backlog Prioritization, Story Telling and Prototyping, Agile Deliveries;
• Data-Driven Mindset: Strong analytical skills with experience in predictive modeling, performance marketing optimization, and AI content analytics.
• Strategic AI & Digital Expertise: The ability to think strategically and translate business objectives into actionable technology plans. Proven experience in AI-driven marketing, consumer insights, and digital product innovation.
• Leadership & Collaboration: Ability to influence stakeholders, lead cross-functional teams, and communicate AI concepts clearly.
• Agile & Adaptive: Comfortable in a fast-paced environment, with the ability to adapt to changing technologies and business needs. Comfortable in fast-paced environments, testing AI solutions iteratively.

·      Innovation: A track record of driving innovation and embracing new technologies to solve complex problems.