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 Data-Led Business Impact

• Own and evolve a global data activation strategy that powers omnichannel engagement, revenue growth, and brand loyalty.
• Transform consumer profiles, behavioral insights, and predictive analytics into high‑impact actions that deliver measurable lift across marketing, sales, and experience.
• Influence brand, market, and tech leaders on where data and AI can unlock step‑change performance.

Build and Activate Use Cases

• Lead the design, prioritization, and delivery of data activation use cases with direct business outcomes: retention playbooks, next‑best‑action engines, cross‑sell/upsell tactics, dynamic audience strategies, and predictive modeling.
• Maintain an evolution roadmap for data capabilities that is commercially relevant and future‑facing.
• Bring together data science, marketing, commercial, and market teams to test, launch, and scale initiatives that deliver clear ROI.

Evangelize and Elevate

• Be the internal champion for what tech and data activation can do—educate senior stakeholders, inspire creative teams, and influence long‑term investment.
• Build a culture of data literacy and action, showcasing success stories and best practices that drive adoption.
• Stay at the forefront of emerging AI, data platforms, and analytics capabilities, and translate them into competitive advantage.

Lead Through Insight and Innovation

• Use consumer data platforms, clean rooms, and enrichment tools to surface actionable consumer trends and opportunities.
• Lead A/B testing, predictive and prescriptive models, and visual storytelling to guide high‑value decisions.
• Establish clear KPIs and frameworks to track the business impact of all data activation initiatives.

Inspire and Orchestrate

• Manage agency partners and cross‑functional teams to deliver results at scale.
• Act as a connector between global brand teams, local markets, and technical experts—ensuring data activation strategies translate into market success.
• Present complex data through compelling and interactive visual formats, ensuring clarity and engagement for non-technical audiences.

Data Analysis & Insight Generation:

• Develop actionable insights and consumer data analytics use cases to inform marketing strategies, product development, and customer engagement initiatives.
• Analyze large datasets related to consumer behavior by leveraging a combination of key technologies including Consumer Data Platforms (CDP), data clean rooms & third-party data enrichment platforms.
• Establish a framework for continuous evaluation and iteration of data use cases to adapt to changing market dynamics and consumer preferences.

Qualifications

Educational Background:

• Bachelor's degree in Data Science, Statistics, Economics, Business Analytics, or a related field. A Master's degree is a plus.

Technical Skills:

• Expertise in data visualization tools like Tableau, Power BI, Looker, Flourish or similar, with a strong focus on creating engaging visual stories is essential.
• Hands-on experience with Consumer Data Platforms (CDP) and Salesforce Marketing Cloud is essential.
• Proficiency in SQL, and Excel is essential.
• Familiarity with Google Cloud is a strong plus.

• Hands-on experience using various AI platforms to improve speed, efficiency & effectiveness is a strong plus.
• Proficiency in data analysis tools and programming languages such as Python, R is a plus.

Experience:

• At least 8+ years of experience in CRM & consumer data analysis.
• Able to demonstrate a portfolio of CRM use cases & data analysis.  This will be strongly considered in the interview process.

At Suntory Global Spirits, people are our number one priority, and we believe our people grow together in diverse and inclusive environments where their unique insights, experiences and backgrounds are valued and respected. Suntory Global Spirits is committed to equal employment opportunity regardless of race, color, ancestry, religion, sex, national origin, sexual orientation, age, citizenship, marital status, disability, gender identity, military veteran status and all other characteristics, attributes or choices protected by law. All recruitment and hiring decisions are based on an applicant’s skills and experience.

Salary Range - The salary range for this role, based in New York, NY  is $160k-170k, along with an annual bonus, 401K match, profit sharing, and medical and wellness benefits. The salary range is commensurate with the candidate’s location, experience, and skillset. The range will vary if outside of this location.