Sr Data Activation Manager, Consumer Data Activation

What makes this a great opportunity?

Suntory Global Spirits is a world leader in premium spirits with $5.5 billion in annual revenues and an ambition to become the World’s Most Admired Premium Spirits Company. We have a strong vision and strategy, an incredible brand portfolio grounded in quality and craftsmanship, an unwavering commitment to sustainability and top talent across the organization. We are focused on driving value across key priorities including American whiskey, Japanese Spirits, Scotch, Tequila and Ready-to-Drink. Headquartered in New York City, Suntory Global Spirits is a subsidiary of Suntory Holdings, which is world renowned for delivering quality and excellence across a range of products and categories.

The Sr Data Activation Manager in the Global Consumer Data Activation Team is tasked with harnessing consumer data to generate strategic insights that drive decision-making at Suntory Global Spirits. This role is crucial in deciphering consumer behaviors and preferences to refine our brand offerings and optimize marketing strategies. By analyzing consumer data, the Sr Data Activation Manager will support the growth and success of our prominent brands, such as Jim Beam, Maker's Mark, Roku, and Laphroaig, transforming data into actionable insights.

Role Responsibilities

Drive Consumer-Centric Business Impact

• Own and evolve a global data activation strategy that powers omnichannel consumer engagement, brand growth, and loyalty.
• Translate consumer profiles, behavioral insights, and market trends into high-impact actions that inform brand strategy and marketing execution.
• Influence brand and market teams on how data can unlock deeper consumer understanding and drive performance.

Build and Activate Insight-Driven Use Cases

• Lead the design, prioritization, and delivery of consumer data use cases with direct brand impact: audience segmentation, campaign optimization, retention strategies, and shopper insights.
• Maintain a roadmap for data capabilities that align with brand priorities and consumer needs.
• Collaborate with brand, marketing, and analytics teams to test, launch, and scale initiatives that deliver measurable ROI.

Communicate and Elevate

• Present complex data through compelling visual storytelling tailored to non-technical audiences.
• Champion data literacy across teams, showcasing success stories and best practices to drive adoption.
• Stay current on emerging consumer data platforms, analytics tools, and industry trends to translate into competitive advantage.

Lead Through Insight and Collaboration

• Use consumer data platforms, clean rooms, and enrichment tools to surface actionable consumer trends and opportunities.
• Guide high-value decisions through A/B testing, audience analysis, and visual storytelling.
• Establish clear KPIs and frameworks to track the business impact of consumer data activation initiatives.

Inspire and Orchestrate

• Manage agency partners and cross-functional teams to deliver results at scale.
• Act as a connector between brand teams, local markets, and technical experts—ensuring consumer insights translate into market success.
• Support brand teams with data-driven narratives that inform strategy and drive consumer engagement.

Qualifications

Qualifications

Educational Background:

• Bachelor’s degree in Marketing, Business Analytics, Economics, or a related field. A Master’s degree is a plus.

Skills:

• Expertise in data visualization tools like Tableau, Power BI, Looker, or similar, with a strong focus on creating engaging visual stories.
• Hands-on experience with Consumer Data Platforms (CDP), Salesforce Marketing Cloud, and Excel.
• Familiarity with syndicated data sources such as Nielsen, Circana, and shopper insights platforms.
• Strong storytelling and communication skills—able to translate data into brand-relevant insights.
• Familiarity with Google Cloud and AI platforms is a plus.

Experience:

• 8+ years of experience in consumer insights or CRM analytics within a CPG brand environment.
• Proven track record of using consumer data to inform brand strategy and drive business outcomes.
• Experience working cross-functionally with marketing, sales, and analytics teams