Global Consumer​/Media Data & AI Strategy Lead m​/f​/d

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 nolonger a dream, but a real possibility. We’re doing it with energy, curiosity and sheer dedication, always learning from unique perspectives ofthose around us, expanding our thinking, growing our capabilities and redefining 'impossible'. There are so many reasons to join us.

If you'rehungry 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.

YOUR TASKS AND RESPONSIBILITIES

The Global Consumer/Media Data & AI Strategy Lead will own and evolve consumer and media data as a strategic enterprise asset across Marketing, Media, Consumer Insights, and the broader commercial organization. This role is central to our ambition of building marketing systems that are predictive, privacy-compliant, and connected to real consumer behavior — enabling personalization, measurement, and sustained business impact at global scale.

This leader will define the vision and roadmap for how we strategically acquire, structure, govern, activate, and measure consumer and media data across all channels, platforms, and markets. They will collaborate closely with internal stakeholders across Marketing, Media, Insights, Digital, IT, and regional teams — as well as external data partners, research vendors, and platform providers — to ensure our data ecosystem fuels meaningful consumer understanding, more precise audience engagement, and stronger marketing performance.

The future of consumer data strategy is being fundamentally reshaped by the convergence of AI and the role will shape that future; built through robust data foundations, governed with rigor, and activated through intelligent systems that are transparent, compliant, and interoperable across markets.

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

Key Tasks/ What You'll Do

• Define the global vision and roadmap for evolving, governing, activating, and measuring consumer and media data across channels and markets — with activation-ready frameworks and clear pathways to value realization.
• Translating media and measurement and consumer insights needs from MMM, CPLT and other measurement approaches into clear, globally scalable data strategy and act as a neutral advocate behind recommendations
• Build the foundations of a robust consumer data ecosystem that integrates first-party, second-party, and third-party data sources — ensuring quality, consistency, consent compliance, and global interoperability.
• Own the connection between data strategy and marketing activation — enabling advanced segmentation, personalization, predictive insights, and experimentation across channels.
• Partners with cross-functional teams — including Digital, Data, Technology, Media, Consumer Insights, Commercial, and regional Operating Units — to design global-to-local data flows, integration models, and activation strategies that scale across markets.
• Establish processes for media data quality assurance, transformation, mapping, and taxonomy alignment to ensure accurate, consistent, and analysis-ready inputs for marketing mix modeling and marketing performance reporting.
• Define and enforce global governance standards, taxonomies, consent policies, and quality frameworks across the full consumer data lifecycle —
• Establish and coordinate the network of Consumer Data Owners and Business Data Stewards at global and local levels — serving as the central domain authority for accountability, escalation, and resolution.
• Ensure consumer data is AI-ready by design — with robust…