Senior Digital Audience Lead — Data-Driven Marketing (Hybrid)

Philip Morris International; Kraków; Hybrid; PLN 142,000 - 170,000; Full time

Benefits offered by this job

Private medical and dental care

Life insurance

Hybrid work model and flexible working

Employee pension plan

Subsidized meals

Multisport & Cafeteria program

Training and language learning support

Bike and car park for employees

Job summary

Philip Morris International seeks a Senior Digital Specialist to lead multicategory audience segmentation, data analysis, and insights across owned and paid channels. You will shape segmentation strategies, manage data, and support automated communications to improve engagement and business performance.

The role requires strong SQL, Python, or KNIME skills, experience in customer segmentation and marketing operations, and familiarity with CRM platforms and dashboards like Power BI or Tableau.

Qualifications

• Strong proficiency in SQL, Python, and KNIME for data manipulation and analysis.
• Experience with consumer segmentation, digital marketing operations, and digital performance reporting.
• Familiarity with CRM platforms, marketing automation tools, and data visualisation dashboards (Power BI, Tableau).
• Excellent analytical and problem-solving skills with the ability to translate data into actionable insights.
• Strong communication, stakeholder management and collaboration skills to work cross-functionally with CX, D&A, and category teams.
• Ability to translate complex data into clear, actionable insights for non-technical stakeholders.
• Preferred Qualifications: 4+ years in a digital analytics or audience strategy role.
• Understanding of GDPR and data privacy best practices.

Responsibilities

• Design and maintain multicategory segmentation strategies in collaboration with the Data & Analytics and Digital teams.
• Support the evolution of segmentation models and consumer segment flagging across SFP and CC audiences.
• Ensure compliance of consumer databases with the latest marketing codes and legal requirements, including fraud checks, deduplication, and housekeeping rules.
• Write and maintain scripts (SQL, Python, KNIME) to extract, clean, and analyse raw consumer data.
• Leverage existing dashboards to interpret performance trends and identify optimisation opportunities.
• Deliver monthly and ad hoc reports on consumer engagement, active rates, and database evolution.
• Collaborate with different Digital Marketing Leads to align reporting cadence and KPIs with campaign objectives.
• Partner with the Digital Marketing Leads to define and implement automated triggers and journeys.
• Create, maintain, and optimize customer segments to meet market requirements and support business operations across Club, NBA, CRM, web promotions, and related marketing programs.
• Act as a bridge to ensure consistent audience definitions and targeting strategies across platforms.
• Support various digital marketing initiatives by collaborating with Digital Marketing Leads to understand targeting and create an overview of consumers from owned databases and media.

Skills

SQL

Python

KNIME

Consumer segmentation

Marketing ops

Performance reporting

CRM platforms

Marketing automation

Power BI

Tableau

Analytical skills

Problem solving

Data-driven insights

Communication

Stakeholder mgmt

Cross-functional

Collaboration

Data storytelling

Job description

Philip Morris International seeks a Senior Digital Specialist to lead multicategory audience segmentation, data analysis, and insights across owned and paid channels. You will shape segmentation strategies, manage data, and support automated communications to improve engagement and business performance.

The role requires strong SQL, Python, or KNIME skills, experience in customer segmentation and marketing operations, and familiarity with CRM platforms and dashboards like Power BI or Tableau.