Job Description

As the Head of Data, Analytics & Head of Customer, you will build and own the global data backbone, analytics infrastructure, and Voice of Customer (VoC) ecosystem that drives marketing effectiveness and customer-centric decisions. Establish single source of truth for marketing performance, ecommerce metrics, brand health, and customer feedback. Own VoC platform infrastructure, sentiment analysis, real-time feedback collection, and social listening translating customer voice into actionable insights that feed brand strategy, digital optimization, product development, and customer experience improvements. Lead media mix modeling (MMM) and data-driven investment discipline across the enterprise.

Serving as peer to SVP and VP, Digital & Ecommerce Excellence (all reporting to GMEO), this Head is accountable for:

• Building data infrastructure that enables all marketing decisions and optimization
• Owning VoC platform operations and translating customer voice into strategic insights
• Establishing and leading measurement systems (MMM) that link marketing to business outcomes
• Driving data-driven investment discipline through MMM/GMMM and A&P guidance
• Partnering with SVP, VP Digital & Ecommerce, and RMEOs to integrate data and insights into all decisions

CORE MANDATE & STRATEGIC PILLARS

This role executes on three core strategic pillars as directed by the GMEO:

Pillar 1: Data Infrastructure & Analytics Backbone

Build and own the global data infrastructure that powers marketing and ecommerce decision-making across Samsonite Group. Establish a single source of truth for ecommerce performance, channel mix, and marketing effectiveness to ensure clean, consistent, and decision-ready data across all regions and brands. Partner with IT and RMEOs to drive adoption of global data standards and governance frameworks.

Pillar 2: Voice of Customer Platform & Ecosystem

Own the global VoC platform, including social listening, sentiment analysis, real-time feedback collection, and customer touchpoint data, that translates customer voice into actionable insights. Ensure VoC data is integrated into SSOT dashboards and accessible across brand, digital, and regional teams. Partner with SVP and Director of Consumer Insights on brand sentiment translation and positioning implications.

Pillar 3: Marketing Analytics, Measurement & Investment Discipline

Lead the global marketing mix modeling program and translate MMM/GMMM outputs into enterprise A&P portfolio guidance that informs annual planning and ongoing optimization. Establish measurement frameworks, KPI standards, and ROAS reporting that link marketing investment to business outcomes across all channels and markets. Partner with SVP and VP Digital to embed data-driven decision-making across all marketing and ecommerce functions.

KEY ACCOUNTABILITIES IN SUPPORT OF STRATEGIC PILLARS

Data Infrastructure & Analytics Backbone:
• Build connected data backbone (data lake, CDP) for audience segmentation and activation
• Establish single source of truth (SSOT) for ecommerce, channel mix, and marketing performance
• Define standard data nomenclature and governance across functions
• Own data quality standards and automation frameworks
• Support AI/agentic capabilities with clean, well-structured data

Voice of Customer (VoC) Platform & Ecosystem:
• Lead holistic data collection across all customer touchpoints (web, app, post-purchase, social, service)
• Build social listening and sentiment analysis capabilities for brand monitoring
• Operationalize real-time feedback platforms and alerting systems
• Establish VoC data standards, taxonomy, and quality governance
• Integrate VoC data into SSOT dashboards and reporting

VoC Insights & Cross-Functional Translation:
• Partner with SVP and Director of Consumer Insights on brand sentiment translation
• Synthesize VoC data and translate into insights for brand positioning and creative decisions
• Support digital team with customer feedback on DTC UX, conversion optimization, and key DTC performance KPIs
• Partner with product and customer service teams on VoC-driven improvements
• Build VoC dashboards and reporting accessible to all stakeholders
• Drive action on VoC insights through governance frameworks

Marketing Analytics & Measurement Systems:
• Lead global media mix modeling (MMM) program and GMMM initiatives
• Translate MMM/GMMM outputs into enterprise A&P portfolio guidance
• Partner with RMEOs to leverage MMM learnings and build audience segmentation and insight capabilities for digital ROAS optimization
• Drive data-driven decision-making through standardized dashboards and reporting
• Partner with SVP on brand health measurement and VP Digital on digital performance analytics

Reporting & SSOT Management:
• Develop and maintain SSOT dashboards for brand health, ecommerce, and digital performance
• Own global POS and market share reporting; manage Circana partnership
• Provide quarterly investment guidance to leadership
• Create automated, real-time reporting for key stakeholders
• Ensure data quality, accuracy, and completeness across systems

Data Partnerships & Governance:
• Manage syndicated data partnerships and governance
• Partner with IT and legal on data security and privacy standards for VoC and customer data
• Lead data partnerships with JBP providers (Google, Meta, TikTok, etc.)

PERFORMANCE METRICS & SUCCESS MEASURES

Year 1 Key Priorities
• Establish Head role and build senior data/analytics team
• Build data infrastructure and establish SSOT across marketing functions
• Implement VoC platform and operationalize real-time feedback collection
• Establish global MMM/GMMM program and define A&P guidance
• Create brand health SSOT dashboard
• Launch digital analytics dashboard with real-time ROAS reporting

Key Performance Indicators
• Data quality scores - Target: 99%+
• MMM/GMMM model accuracy and ROAS prediction improvement
• Adoption of SSOT dashboards across regions - Target: 95%+
• Time to VoC insights - Target: < 2 weeks
• VoC platform availability and uptime - Target: 99.5%+

Qualifications

Qualifications:

• 12+ years in analytics, marketing science, measurement leadership, or data strategy
• Deep expertise in Marketing Mix Modeling (MMM) and GMMM
• Strong experience with VoC platforms, sentiment analysis, and social listening
• Experience building dashboards and automated reporting (Tableau, Looker, Power BI)
• Experience managing large-scale data infrastructure projects
• Strategic business acumen; ability to translate data into recommendations
• Experience managing syndicated data partnerships and governance