Overseeing the Consumer Data strategy in Canada and managing its execution across the portfolio, including data acquisition, enrichment, partnerships and full-funnel activation with marketing and e-commerce/DTC• Managing our consumer 1st party data and responsible for the segmentation strategy of audiences for media targeting and CRM, while leading data acquisition and growing the database by over 600% • Enabling the measurement and optimization of digital campaigns & Media ROI through performance-driven audiences in marketing initiatives• Conducted data enrichment project with 3rd party data provider to enrich our proprietary 1st party data in order to generate insights & strategic audiences for our brands planning cycle• Liaise with Legal & Compliance to ensure adherence to local data privacy regulations and adapt to advertising industry fast-paced evolution• Co-responsible for MarTech in defining the marketing technology backlog and roadmap, while implementing new data & analytics solutions

Leading the Marketing Technology initiatives for Canada, overseeing the implementation of MarTech and AdTech platforms (CDP, DMP, CRM, CMS, DAM, etc.) while supporting the business in the Consumer Data strategy and e-commerce/DTC initiatives. Empowering the marketing organization and our in-house agency (draftLine) with technology solutions to improve their capabilities and drive better results for our brands.

Acted as Project Manager, Scrum Master and Product Owner in several global initiatives for Marketing Data & Technology:• Brand Health & Equity (Kantar) BI development & global rollout across 40+ markets• Led the development of 1st Global Media & Content Performance dashboard leveraging API integrations with main digital partners (Meta, Google, Twitter, etc.) while implementing Agile/Scrum methodology• Implementation of automated BI solution (Looker, Rivery, Azure) for campaign performance measurement & reporting by our in-house marketing agency (draftLine) across 8 countries• Conducted sourcing and rollout of dynamic creative optimization (DCO) and dynamic audience optimization (DAO) tools leveraging AI/ML technologies

Managing the budget and financial performance of the Global Marketing function:• Implementation of monthly financial routine for Marketing Directors and VPs• Budget management for global campaigns, sponsorships and inititiaves such as FIFA World Cup, Wimbledon, Water.org and Tomorrowland• Financial perfomance improvement Year-over-Year with annual savings delivered above target

Financial planning and analysis for the Global Marketing function. Working with financial performance tracking, budget management, expenses forecast (LE), budgeting process through ZBB methodology (Zero-Based Budgeting), cost centers & accounts structure governance and Procurement to Pay (PTP) process. Managing a budget of approximately $150 million USD on a yearly basis.