14 set - Parma
Barilla
Overview
In this role you lead Barilla’s Marketing AI adoption, directing analytics and AI-driven transformation across content, localization, and governance. You own the Marketing AI roadmap and translate it into deliverables with pilots and scale, coordinating Marketing, Digital, Data/Tech, Legal, and agencies. You enable practical AI usage at pace with trustworthy governance and measurable outcomes, shaping cross-market execution and knowledge sharing. You’ll build AI fluency in Marketing and ensure responsible use of GenAI.
Retribuzione / Benefits
- competitive compensation package
- variable component
- welfare and benefits offer
- opportunity to work in a global team
- permanent contract
Responsabilità
- Own the Marketing AI roadmap and delivery plan with priorities, pilots, adoption and scale
- Develop AI-enabled content workflows and an AI content engine across copy, images, and assets
- Localize content for markets including language and regulatory constraints with defined briefs and approvals
- Embed guardrails and disclosure practices for GenAI-generated content and align agencies on use
- Oversee SEO/GEO/AEO agenda and share knowledge across markets with coordinated execution
- Translate GEO evidence into a content influence plan to improve trusted citations
- Define GenAI-related KPIs, establish tracking and reporting rhythms,
and connect insights to action
- Lead practical AI fluency in Marketing via hands-on enablement (brief writing, content generation, data analysis)
- Ensure AI use cases follow governance, approval flows, checklists and trustworthy AI principles
- Create do/don’t guardrails for Marketing and agencies considering ethical and reputational aspects of GenAI
Requisiti fondamentali
- Degree in Marketing, Digital, Data/Analytics, Business or a related field
- Proven experience leading AI-enabled marketing initiatives including content workflows and performance optimization
- Strong understanding of SEO to GEO/AEO shifts and how content influences AI-generated answers
- Experience managing cross-functional stakeholders and external partners with an execution-first mindset
- Knowledge of AI governance and trustworthy AI in real workflows
- Strong communication, project management and stakeholder management skills
- International or global team experience is a plus
- Willingness to travel abroad
- Ability to manage complexity, ambiguity and multiple priorities
- Fluency in English and Italian
- strong communication
- stakeholder management
- execution-focused
- AI governance
- GenAI content workflows
- SEO/GEO/AEO knowledge
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