Marketing AI Program Manager (W/M/X)

Bel; Suresnes; On-site; EUR 110,000 - 150,000; Full time

Job summary

Bel Group is seeking a Marketing AI Program Manager to lead a global AI-driven transformation of its marketing organization. You will orchestrate the North Star program, define governance, and drive adoption across brands and markets.

Role requires extensive experience in marketing technology, strong leadership, and a data‑driven mindset to deliver measurable business value at scale.

Qualifications

• Over 10 years of experience in marketing, digital/AI transformation, or related fields.
• Proven track record leading large cross-functional programs across brands and markets.
• Experience with agencies, tech providers and external partners.
• Fluent in English and capable of strategic business impact.

Responsibilities

• Lead the AI Marketing transformation roadmap, prioritizing use cases and markets.
• Coordinate deployment across brands, markets and functions with measurable impact.
• Define and embed the AI Marketing operating model and governance.
• Determine tech stack requirements in collaboration with IT and data teams.
• Drive adoption, build capabilities, and train teams with HR.
• Monitor value capture and evolve partner models across ecosystems.

Skills

Program management

Marketing transformation

Leadership

Stakeholder alignment

Communication

Analytical thinking

AI/GenAI awareness

Strategy & governance

Job description

The Bel Group is a major player in the food industry through portions of dairy, fruit and plant-based products, and one of the world leaders in branded cheeses. Its portfolio of differentiated and internationally recognized brands includes The Laughing Cow®, Kiri®, Babybel®, Boursin®, Pom'Potes® and GoGo squeeZ®, as well as some 30 local brands. Together, these brands helped the Group generate sales of €3.74 billion in 2024.

Location

Paris Headquarters

Employment Type

Full-Time, Immediate Availability

Reporting

The Marketing AI Program Manager will report to the SI & AI Director.

Main Missions

Bel is embarking on an AI transformation (North Star Program) of its marketing organization to enhance effectiveness, accelerate innovation and unlock new sources of value across brands, markets and functions. The Marketing AI Program Manager will be responsible for defining and orchestrating this transformation agenda, combining marketing expertise, technology understanding and program leadership to drive adoption and business value at scale.

The role will lead the transformation of marketing processes, capabilities and ways of working across Bel's brands and markets, ensuring AI is deployed responsibly and at scale while delivering measurable business impact and value creation across all marketing workflows.

Your Main Responsibilities Will Be

• Lead the AI Marketing transformation roadmap – Own and continuously refresh Bel’s roadmap, prioritizing use cases, markets, brands and capabilities through active industry and tech watch (participation to conferences, readings, networking…) – in close collaboration with the IMC director, SI director and along the CMO vision.
• Drive AI‑enabled marketing transformation – Coordinate deployment of priority initiatives across brands, markets and functions, ensuring measurable impact and scaling successful pilots into sustainable capabilities, together with Marketing, IT, HR, Finance, Procurement, Trust & Ethics and external partners.
• Define and embed the AI Marketing operating model – Establish governance, decision rights, routines and AI‑enabled ways of working within marketing processes.
• Define the tech choices and prerequisites – In collaboration with IT and the data team (make or buy, data needs…) and marketing teams, determine the appropriate tech stack.
• Drive adoption and capability building – Lead the adoption of AI‑enabled ways of working, partner with HR to build capabilities, playbooks and training, and partner with the Content Lead and Marketing Efficiency Manager to boost use‑case adoption.
• Drive value capture and ecosystem evolution – Monitor value and KPIs with Finance and Value Creation teams, and evolve agency and partner models (e.g., in collaboration with the Content Lead).

Profile/Skills

Education & Experience

• Greater than 10 years of experience in marketing, digital/AI transformation, marketing technology, consulting, program management or related fields, ideally in FMCG environments.
• Proven experience leading large‑scale cross‑functional transformation programs involving multiple stakeholders.
• Experience working with agencies, technology providers and external partners.
• Experience designing and implementing operating models, governance frameworks or new ways of working.
• Experience in leading tech‑centric projects with both tech experts and business partners.
• Strong track record of driving business value delivery and performance improvement initiatives.
• International and cross‑functional experience preferred.
• Fluent in English.

Technical skills

• Strong program management skills.
• Strong marketing expertise across both global and local contexts.
• Good understanding of marketing operating models, processes and capabilities.
• Strong program and project management skills, with ability to coordinate complex initiatives across functions.
• Strong analytical and problem‑solving capabilities.
• Data‑driven mindset with ability to monitor value capture, business impact and operational KPIs.
• Knowledge and strong appetite for AI, GenAI and marketing technology ecosystems, with constant curiosity to identify new tech trends.
• Ability to work effectively with IT and technology teams and challenge technology choices from a business perspective.
• Good understanding of agency and partner operating models.

Soft skills

• Strong leadership and stakeholder alignment capabilities across functions, markets and seniority levels.
• Excellent project management skills, rigor, orchestration, monitoring.
• Excellent communication and influencing skills, with the ability to align diverse stakeholders around a common transformation agenda.
• Strong business acumen and value‑delivery mindset.
• Ability to navigate ambiguity and drive decisions in a fast‑evolving environment.
• High ownership mindset, resilience and accountability.
• Collaborative team player, comfortable working across global and local organizations.
• Strategic thinker with the ability to connect business priorities, technology opportunities and organisational change.
• Curious learner with a strong appetite for AI, innovation and emerging technologies.
• Flexible, agile and solution‑oriented, with strong problem‑solving skills.