Director, Data Strategy, Data Products & Activation

Director, Data Strategy & Activation Readiness

Marketing is transforming how it turns data into growth. At the center of that transformation is our Mar Tech, AI & Data Strategy team — the group that owns the platforms, data, and AI capabilities that power modern marketing. We are building one trusted, governed, AI-ready data foundation so that every marketer, model, and campaign draws from a single version of truth.

The Director, Data Strategy & Activation Readiness leads the pillar responsible for that foundation — and for the portfolio of data products built on top of it. This is a builder's role for a leader who can set data strategy, shape a multi-year data product portfolio, stand up governance and identity, and make trusted, activation-ready data self-serve across the marketing organization.

You will own the data and platform layer that feeds our analytics partners the clean, connected, closed-loop signal they need to prove and grow marketing's impact — while tying every data product to measurable value. You'll operate in a highly matrixed environment as the alignment hub across the Enterprise Data Office, Analytics, Technology, Privacy, and Legal.

What You'll Do

Set The Data And Data-Product Strategy

• Own the end-to-end marketing data strategy — the roadmap that moves the organization from fragmented, list-pull-driven data to a unified, governed, identity-resolved foundation.
• Define and maintain a multi-year data product portfolio plan — surfacing new opportunities, modernization needs, and rationalization paths as priorities evolve.
• Establish clear standards for evaluating data product investments — expected value, feasibility, and adoption impact — so the team invests where it matters most.
• Champion data democratization — stand up self-serve access so marketers, and over time partners across Distribution, HR, and beyond, can query trusted data directly without manual pulls or analyst dependency.

Build And Scale Activation-Ready Data Products

• Define, build, and productize certified, AI-ready data products that are activation-ready out of the box, with no data prep required.
• Institutionalize the full data product lifecycle — from discovery and design through build, launch, iteration, and retirement.
• Drive user-centric product design — reliability, clarity, trust, and accessibility built in from the start.
• Define KPIs, success metrics, and ROI models for every data product, ensuring each one measurably improves decisioning, operational efficiency, omnichannel performance, and AI readiness.
• Own the marketing data intelligence layer — oversee its implementation and ongoing management so signals from every platform and source are clean, connected, structured, and ready for activation and measurement.

Establish Governance, Identity, And Trust

• Establish and run the marketing data governance operating model — data quality SLAs, stewardship, standards, and clear accountability.
• Oversee metadata management, data lineage, and the data catalog so every data asset is discoverable, documented, and trusted.
• Evaluate, select, and implement an identity resolution capability to stitch identities across sources into one persistent, trusted customer and advisor profile — the enterprise identity spine.
• Align to enterprise standards by partnering with the Enterprise Data Office to keep marketing governance and identity consistent with enterprise policies and frameworks.

Ensure Privacy, Compliance, And Responsible Data Use

• Ensure all marketing data is captured, stored, and used compliantly — consent-aware and privacy-first — in partnership with Privacy, Legal, and Compliance.
• Proactively manage data and operational risk alongside Legal, Compliance, and Security, embedding privacy-by-design across the foundation and every activation path.
• Champion responsible data usage and ethical AI practices across every data product and decisioning path.

Power Activation And Closed-Loop Measurement

• Own the data and audience layer of the CDP and marketing automation platforms (e.g., Adobe Experience Platform, Marketo, SFMC) — ensuring profiles, segments, and audiences are governed, accurate, and activation-ready.
• Ensure data is captured from…