In this role you drive data strategy across a multinational FMCG client, shaping how data is collected, governed and activated to power CRM, CX and business growth. You partner with marketing, CRM, and digital teams to ensure data enables personalized experiences and data-driven decision-making. You translate complex data topics for non-technical stakeholders and define measurable outcomes across B2C and B2B ecosystems.

The role sits at the intersection of strategy and execution, influencing markets and central teams while advancing data maturity. Free online training (Marcel, LinkedIn Learning, Udemy) Define and implement holistic data strategies across the full data lifecycle (collection, acquisition, qualification, activation, measurement) Ensure data ecosystems are actionable, scalable, and aligned with CRM objectives Identify gaps in data infrastructure and propose strategic improvements Develop data-led strategic recommendations for B2C and B2B contexts Create and maintain core data strategy assets (guides, governance docs, roadmaps) Define data collection, governance and activation guidelines across markets Identify,



design and lead high-value data use cases from ideation to PoC Define measurement frameworks and KPIs to assess data initiatives Foster collaboration with CRM, CX, Marketing and Tech to embed data strategies across initiatives Support markets in building data maturity and capabilities over time Senior experience in data strategy, data consulting, or analytics in multi-market organizations Proven ability to define and activate end-to-end data strategies across collection, governance, activation and measurement Experience developing data-led strategic recommendations for B2C and B2B Ability to translate complex data topics for non-technical stakeholders Experience designing and leading high-value data use cases from ideation to scalable deployment Solid understanding of data-driven enablement for CRM, CX, personalization, and business decision-making Experience defining measurement frameworks, KPIs, and performance models across markets Strong collaboration and stakeholder management, acting as a strategic bridge between business, marketing, CRM, CX and tech teams Fluent English; additional languages a plus data strategy and governance CRM/CX enablement

📌 Senior CRM Strategist (Barcelona)
🏢 Publicis Media
📍 Barcelona