Senior Director Connections & Shopper Effectiveness & Capabilities, Eurasia & Middle East Operating Unit

EME OU (Eurasia Middle East Operating Unit) Marketing is undergoing a step-change to deliver more balanced, sustainable growth, powered by deeper consumer intimacy, stronger integration, accelerated innovation, and data- and tech-enabled precision marketing. The organization is designed to combine local relevance with scale, shift data and technology from experimentation to competitive advantage, and operate through flywheel execution with clear accountability for impact and ROI (Return on Investment). All roles operate within a tightly integrated OU-Market model, where the OU elevates and enables long-term growth + OU-wide platforms while markets integrate, execute, and track performance with speed and rigor while developing local content, partnership and experiences.

Focus, Scope, & Impact:

Elevate Connections capabilities across media, retail media, and shopper marketing by driving data- and tech-powered precision, accelerating hyper-segmentation, and shortening the conversion funnel. This role leads breakthrough initiatives, capability building, and partner upskilling to turn connections into a measurable growth engine and will create the capabilities, projects and partnerships that will elevate/ enable the markets to connect Data + Media (inc Retail)+ Culture + Commerce (shopper) + Social + Partners - making every moment of truth addressable and special for specific/ personalized consumers and shoppers.

• Lead media capabilities including retail media, JBPs (joint business planning), and ROI. Leverage advanced analytics, AI, and MarTech to improve targeting, personalization, and performance.
• Orchestrate social ecosystems, influencers, data, e-commerce to win in the social space (including social commerce)
• Drive Studio X/ Open X effectiveness and operating excellence across markets.
• Elevate how the organization plans, activates, and optimizes full-funnel connections, from awareness to conversion driving the shift from broad reach to granular, hyper-segmented activation.
• Lead special, high-impact breakthrough projects focused on hyper personalized/ transactable connection capabilities
• Elevate shopper marketing capabilities and effectiveness across the OU
• Define clear media performance standards, KPIs, and ROI frameworks for connections. Improve incrementality measurement across media, retail media, and shopper touchpoints.
• Act as a thought leader and role model for modern, performance-driven connections.
• Enable and activate the IMX (Integrated Marketing Experience) network especially focused on media and epics talents (with global, OU peers and market talents)

• Significant marketing and leadership experience (12 years+), with great focus on media, data/tech/AI, consumer journeys, agency management, e-comm
• Great knowledge of relevant marketing disciplines: innovation, creative strategy, connections, design, category/brand positioning & growth strategy
• Led scaled, complex, cross-functional and cross-geographical teams and projects
• Led projects and capabilities that leverage Digital/ Data/ AI as edges
• Led and developed teams directly and external partners (agencies)
• Behaviors: Growth Mindset: someone that is curious, dreams big, does what is hard and has an enterprise mindset. Passionate and uncompromisable commitment to excellence and servant leadership.