Mars
Brand Insights & AI Innovation Manager
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Brand Insights & AI Innovation Manager
Location: Chicago, IL or London
Workstyle: Onsite
Mars does not sponsor visas for this role. This position is not eligible for relocation benefits.
The Mars corporate brand is on a journey to elevate its reputation by growing brand awareness and building trust through storytelling. Global Corporate Affairs is seeking to step-change reputational impact through the addition of stronger insights, data, and analytics foundations, that will be further accelerated through the application and adoption of AI. This assignment is the first dedicated internal role with this priority and focus.
This role will be part of the central Corporate Affairs global team. While it will report to the Corporate Brand and Purpose VP, the capabilities and deliverables of this role will serve the needs across CA pillars - brand, external communications, internal communications, and public affairs. Additionally, the AI capabilities aspect of this role will serve as a CoE within the Corporate Affairs global function, strongly collaborating with the Corporate Affairs capabilities sponsor and Data Technology.
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Responsibilities
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Target Audience Definition:
- Develop target audience profiles across the Mars corporate brand stakeholder ecosystem - including Consumers, Associates, Government/Policy Makers, and Media/Industry Influencers.
- Create audience definitions and illuminate insights, needs, and opportunities.
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Trust & Reputation Performance:
- Establish a quantitative framework for evaluating trust across the Mars corporate brand stakeholder ecosystem (Consumers, Associate, Government/Policy Makers, Customer, etc.).
- Establish a model to evaluate reputational impact attribution.
- Provide ongoing support for brand reputation updates with senior leadership.
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Consumer Learning Plan:
- Partner with CA team to define and execute annual learning plan for foundational knowledge and key campaigns / initiatives.
- Manage learning plan budget <$500K.
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AI Data & Analytics:
- Identify opportunities to accelerate and adopt AI tools and workflows to drive data and analytics, including AI enabled solutions / innovation and opportunities for efficiencies and cost savings.
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- AI Capability Center of Excellence (CoE):
- Serve as the AI CoE for global Corporate Affairs.
- Identify AI opportunities across the global CA function.
- Build AI capability/upskilling across the CA community.
- Drive adoption of AI tools and workflows within everyday communications activities.
- Identify opportunities to improve operational efficiency.
- Advise on AI-enabled solutions that support CA teams and strategic priorities.
Requirements
- BS/BA degree
- 5-10 years of experience in consumer insights
- Experience across a range of FMCG categories/brands
- Corporate brand experience (preferred)
What can you expect from Mars?
- Work with over 130,000 diverse and talented Associates, all guided by the Five Principles.
- Join a purpose-driven company, where we’re striving to build the world we want tomorrow, today.
- Best-in-class learning and development support from day one, including access to our in-house Mars University.
- An industry competitive salary and benefits package, including company bonus.
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