Consumer Data Readiness Specialist

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 no longer a dream, but a real possibility. We’re doing it with energy, curiosity and sheer dedication, always learning from unique perspectives of those around us, expanding our thinking, growing our capabilities and redefining ‘impossible’. There are so many reasons to join us. If you’re hungry 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.

Consumer Data Readiness Specialist - Media & Activation

The Consumer Data Readiness Specialist — Media & Activation is a hands‑on operational role ensuring global consumer media and activation data is complete, accurate, privacy‑compliant, and ready for use across marketing platforms, measurement systems, and AI‑powered personalization tools. The role sits within the Global Consumer Data team and focuses on data quality, platform data management, consent validation, audience taxonomy, and process documentation to enable trusted, activation‑ready consumer data at scale.

This role suits someone who enjoys working in detail: investigating data flow issues across the media and activation ecosystem, ensuring audience segments are built on clean and consented data, validating pipelines from collection points to activation endpoints, and maintaining standards that make consumer data usable, measurable, and compliant across markets.

The role operates with an AI‑first mindset, recognising that clean, consented, identity‑resolved data enables AI‑driven personalization, lookalike modelling, propensity scoring, and automated media optimisation. The specialist ensures data is not only correct, but responsibly usable by machines at speed and scale.

Scope (global, regional or local)

Global

Key Tasks/ What You’ll Do

• Maintain consumer media and activation data attributes, ensuring complete, accurate, consistent, and AI‑ready audience profiles, behavioral signals, campaign tags, identity keys, and segment classifications.
• Investigate and resolve activation data quality issues end‑to‑end across CDP, CRM, media platforms, clean rooms, and measurement systems.
• Define and document data mapping rules and integration logic to harmonise, deduplicate, and structure consumer data for both human use and machine interpretability.
• Validate consent signals, privacy flags, opt‑in/opt‑out status, and usage rights to ensure all activation and AI data flows meet GDPR, CCPA, ePrivacy, and local requirements.
• Manage operational interactions with media data partners and platform vendors, monitor data feeds, flag anomalies, and track resolution.
• Integrate new consumer activation data sources by validating formats, aligning taxonomies, confirming consent compliance, and ensuring readiness for platform ingestion and AI activation.
• Support media measurement, effectiveness analytics, MMM, and CPLT by ensuring audience and campaign data is structured, mapped, and quality‑assured for attribution, reach/frequency, and ROI needs.
• Maintain audience taxonomies, including segment definitions, interest/intent classifications, lifecycle stages, and channel‑specific structures, ensuring global consistency and AI interpretability.
• Use AI tools such as Copilot, GenAI assistants, and automation scripts to improve data validation, anomaly detection, and documentation.
• Identify automation opportunities for audience quality scoring, consent anomaly detection, identity matching, and campaign tagging validation.
• Create and maintain SOPs, data flow diagrams, consent logic maps, platform specifications, audience dictionaries, and troubleshooting guides for users and AI context layers.
• Support training and onboarding of local marketing teams and data stewards on activation data standards, privacy requirements, platform tools, and AI‑enabled workflows.
• Drive continuous improvement by flagging recurring issues, proposing process enhancements, and supporting AI‑enabled tools and workflows.

Qualification & Competencies

• Bachelor’s degree in Marketing, Digital Media, Business, Data Analytics, Information Management, or related field.
• 3–5 years of experience in digital/media data operations, audience data management, CDP/CRM data management, or marketing technology — ideally in FMCG, Consumer Health, Pharmaceuticals, or Retail/eCommerce.
• Hands‑on experience with consumer activation platforms (CDP, CRM, DMP, DSP) and familiarity with audience data structures, identity resolution concepts, and cross‑platform data flows.
• Working experience with media data ecosystems – including walled gardens (Meta, Google, Amazon), retail media networks, programmatic platforms, and clean room