Responsibilities

• Co-own the agentic media data roadmap with the Marketing Futures team: define what data readiness looks like for agentic planning and buying, build the testing strategy, and sequence the enablement work that unlocks each capability stage
• Work cross-functionally to drive the agentic media roadmap which includes a testing strategy for how we accelerate data enablement to activate agentic planning and buying capabilities
• Treat the media data foundation as a product: identify where better signal quality, faster feedback loops, or new data assets (closed-won, SQL, LTV signals) can directly improve iROI and media efficiency, and drive that roadmap.
• Lead a Data Activation & Enablement team (audiences & clean rooms, marketing ops/tracking, AI integrations, and ad-hoc media platform projects) — setting priorities, coaching craft, and dividing roles & responsibilities deliberately as scope evolves
• Own the data activation strategy for paid media, taxonomy, tagging, attribution logic, and platform integrations that feed every downstream dashboard the media org relies on.
• Drive the strategy for how we mobilize and activate first-party data with media partners and agencies for the purposes of media targeting, planning and measurement.
• Partner closely with internal media team members and agencies on the holistic media targeting strategy and then enable execution across multiple campaigns
• Own the paid media data foundation — tagging, tracking implementation, and attribution logic — that feeds Datorama, Tableau, etc.
• Serve as the media data mapping owner with agency partners on taxonomy structure, country-hierarchy alignment, and channel definitions
• Govern the GBSG media taxonomy (placements, source/medium, strategy fields) in partnership with agencies and the data science team, keeping it MMM- and GA4-ready

Requirements

• 10+ years of experience in paid media, marketing analytics, or data activation/martech
• Deep working knowledge of digital measurement fundamentals: attribution modeling, lookback/cookie windows, marketing mix modeling (MMM), and incrementality testing.
• You have a point of view on how measurement evolves in an AI-mediated discovery landscape, including signal loss, LLM-driven traffic, and privacy-first attribution
• Have demonstrated experience designing AI-augmented or agentic workflows in a marketing data context, e.g., building agents or automations that handle taxonomy QA, anomaly detection, reporting narratives, or campaign data validation
• Hands-on experience with DSP/platform implementations, tagging (e.g., CM360), and data pipelines (e.g., Datorama, Fivetran, BigQuery, or equivalent)
• A track record of aligning cross-functional partners — agencies, legal, data science, engineering — around shared data standards without needing a single point of escalation
• Strong written and verbal communication skills; comfortable simplifying complex measurement problems for both technical and executive audiences
• Experience with privacy-safe data collaboration tools (clean rooms, LiveRamp, Acxiom, or similar)
• Background running knowledge-sharing or enablement programs across a marketing organization
• Familiarity with GA4, SA360, or comparable measurement and reporting stacks