Brand Insights & AI Innovation Manager

Mars•Chicago, IL

6d•$108,160 - $148,720•Onsite

About The Position

Mars corporate brand is aiming to enhance its reputation by increasing brand awareness and building trust through storytelling. The Global Corporate Affairs team is looking to significantly improve reputational impact by strengthening its foundations in insights, data, and analytics, with AI adoption and application serving as a key accelerator. This role is the first dedicated internal position focused on this priority. This position will be part of the central Corporate Affairs global team. While reporting to the Corporate Brand and Purpose VP, the role's responsibilities and outputs will support various Corporate Affairs pillars, including brand, external communications, internal communications, and public affairs. Furthermore, the AI capabilities aspect of this role will function as a Center of Excellence (CoE) within the global Corporate Affairs function, requiring close collaboration with the Corporate Affairs capabilities sponsor and Data Technology.

Requirements

BS/BA degree
5-10 years of experience in consumer insights
Experience across a range of FMCG categories/brands

Nice To Haves

Corporate brand experience

Responsibilities

Develop target audience profiles for the Mars corporate brand stakeholder ecosystem, including Consumers, Associates, Government/Policy Makers, and Media/Industry Influencers; create audience definitions and identify insights, needs, and opportunities.
Establish a quantitative framework for evaluating trust across the Mars corporate brand stakeholder ecosystem (Consumers, Associates, Government/Policy Makers, Customers, etc.).
Establish a model to evaluate reputational impact attribution.
Provide ongoing support for brand reputation updates with senior leadership.
Partner with the CA team to define and execute an annual learning plan for foundational knowledge and key campaigns/initiatives, managing a budget of less than $500K.
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.
Serve as the AI CoE for global Corporate Affairs.
Identify AI opportunities across the global CA function.
Build AI capability and 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.