The Global Head of Marketing Effectiveness is a senior leadership role within the Integrated Marketing Operations organisation. The role is responsible for defining and institutionalising marketing effectiveness as a core capability across Global, Regional and Local teams.

The position is aimed to support and drive a holistic understanding of business growth through the full marketing flywheel, including physical, portfolio and mental availability, with a clear emphasis on mental availability metrics as a key driver of long-term brand growth.

The ambition is to enable fact-based, forward-looking decision-making and ensure that marketing investments deliver both short-term performance and long-term brand equity.

This role will collaborate closely with other functions within the Integrated Marketing Operations team as well as other functions including finance, Nivea Office, regions and sales & ecom.

Key Responsibilities

• Global Marketing Effectiveness Strategy : Define and lead the global marketing effectiveness frameworks and operating model including KPI and metrics to measure. Establish global standards and governance for measurement and investment decisioning.
• Flywheel & Driver Analytics : Lead cross-category and team flywheel analysis linking business performance, market dynamics and marketing investments. Institutionalise driver-based decision making and integrate econometrics and experimentation.
• Mental Availability & Brand Performance : Establish mental availability as a core KPI framework. Lead communication effectiveness measurement and framework and translate insights into actionable recommendations.
• Integrated Learning & Decisioning : Build a connected, end-to-end learning ecosystem across brand and category performance in close collaboration with consumer intelligence. Enable always-on learning loops and a single source of truth.
• Investment & ROI Governance : In collaboration with marketing and connected planning define global investment models and ROI frameworks. Drive consistency in budget allocation and performance benchmarks across markets.
• Capability Building & Upskilling : Develop capabilities in analytics and decision-making. Provide tools, frameworks and governance to scale best practices.
• Stakeholder & Cross-functional Leadership : Act as key partner to global, regional and local stakeholders including brand teams, finance, data and agency partners. Lead governance forums to drive adoption.
• Team & Scope : The role leads the global Marketing Effectiveness capability including brand & communication analytics, reporting and modelling disciplines. It works closely with Marketing Intelligence, Data & Governance and Consumer Intelligence teams.

Key performance metrics

• Global adoption of One Beiersdorf performance frameworks
• Improved flywheel metrics including marketing ROI
• Consistency of metrics and data governance of performance frameworks
• Enhanced strategic direction and performance, outputs quality of analysis
• Consistency and quality of execution across markets