Job Description

Position Summary

As the Senior Analyst, Marketing Technology Innovation - Consumer Data Strategy at Constellation Brands, Inc., you will support the marketing organization in the development of Constellation's 1st party customer evangelization practice and overarching paid media data strategy. This role will spearhead the collection, enrichment, segmentation, and activation of CBI's consumer dataset across the portfolio of beer, wine, and spirits. You will work closely with a broad set of cross-functional teams including MarTech, Media & Digital Marketing, the Media Agency, Brand, Information Technology, Data Governance, and Legal. You will lead audience discovery, strategy and segmentation for omnichannel campaigns with a primary focus on developing CBI's enterprise consumer data technology platforms to deliver against business objectives. You will maintain a keen eye for emerging data collection and innovation opportunities across both internal marketing teams and external partners.

Responsibilities
* Consumer Data Collection
+ Lead CBI's 1st party data acquisition practice to help us achieve growth goals - strategically collaborating with stakeholders to ensure legal compliance and optimal technical setup
+ Manage relationships with all key partners who are actively collecting data on our behalf (both internal teams and external vendors and agencies)
+ Lead the test and learn roadmap for all consumer lead generation/acquisition campaigns alongside our Media & Digital Marketing, Experimentation teams, and Media Agency
+ Lead Constellation's efforts across owned media and website personalization efforts to create rich value-exchanges for our consumer to drive engagement in partnership with the Sr Analyst, Digital Operations
* Consumer Data Governance
+ Partner with MarTech Platforms lead to oversee and manage compliance and consent of existing and net-new records
+ Lead the relationship with the Legal team to be the liaison for all data collection efforts to ensure compliance - regularly connect with the Legal team for perspectives and ensuring these are effectively communicated to cross-functional partners
* Consumer Data Activation
+ Own the FY24 1P Retargeting and Look-a-Like framework and partner with the Sr Analyst, Strategy and Activation, and the Media Agency to iterate for fiscal year media briefings
+ Partner with the Digital Insights & Analytics team to develop the measurement framework for all 1st party data test and learns and ensure proper measurement of 1st party data impact on analysis
+ Project manage all first-party data collection and activation workstreams to track performance, collection trends, and maintain overall momentum
* Consumer Data Enrichment
+ Lead the data enrichment use case roadmap alongside the MarTech Product Lead and IT Marketing to explore enrichment opportunities with both new and existing data sources to support audience segmentation & brand objectives
+ Manage data enrichment partnerships to ensure contractual fulfillment, regular refresh of data, and maximum value for all stakeholders
* Data Strategy and Innovation
+ Be the CBI liaison to the Media Agency to oversee the agency data strategy planning process across beer, wine and spirits
+ Develop a deep and robust understanding of all agency tools and data sources used to develop audience targets and how those are translated into buyable media audiences
+ Become the expert on the data spine used by the media agency and how CBI's 1P data can be incorporated and enriched with agency partnerships
+ Drive partnerships with key third-party and second-party data providers to negotiate efficiencies and custom data access for CBI
+ Co-lead opportunities for collecting 1P data with Sports and Music Sponsorships via paid media inputs (i.e., incorporating links to brand.com website, etc.), lead and ensure all legal components are consistently up-to-date, partner with MarTech platforms lead to integrate the data into CBI's MarTech stack and ensure readiness for down-stream actionability
+ Develop opportunities to acquire 1P data via our partners during partnership/inventory and upfront negotiations​ alongside Media Agency
+ Support Strategy & Activation team to develop the next evolution of data collection and retention strategies - B2B sources with distributor partners, loyalty programs across beer, wine and spirits, etc.
* Technology Platform and Partner Management
+ Own all the 1st party data activation platforms across our enterprise consumer-data technology platforms
+ Hands-to-keys in our enterprise consumer data technology platforms for segment development across brands in beer, wine, and spirits
+ Maintain the existing activation partner connections across digital media partners
+ Lead the data integration process and evaluation of data usage/activation opportunities from innovative technologies to data lakes to enable quick activation of 1st party data
+ Continue to iterate on the 1P data architecture, schema, and data flows to find efficiencies and ensure best-in-class 1P data taxonomy and activation
+ Partner with the MarTech Product Lead to regularly provide input to for product roadmap wish lists within CDP, CRM (Customer Relationship Management), additional channels, etc.
+ Serve as the business partner lead for our Identity partner relationship to continue to explore net-new solutions to solve identity, data enrichment, etc. - includes leading the development of joint-roadmaps, alpha/beta test opportunities, coordination of QBR's and contract renewals
* Enablement & Cross-Functional Training, Playbook Development, Executive Communications
+ Develop ongoing education for 1st party data collection and activation - host trainings for internal teams to drive awareness of efforts and continued collaboration
+ Develop a repository of case studies for use of 1P data to continue to evangelize efforts with leadership and cross-functional teams
+ Monthly updates on the growth