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: 

1. 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 IMC director & SI director and along CMO vision 

2. 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 

3. Define and embed the AI Marketing operating model - Establish governance, decision rights, routines and AI-enabled ways of working within marketing processes 

4. Define the tech choices and prerequisite, in collaboration with IT and data team (make or buy, data needs ...) and Marketing teams 

5. Drive adoption and capability building - Lead adoption of AI-enabled ways of working, partner with HR to build capabilities, playbooks and training, and partner with Content Lead and Marketing Efficiency Manager to boost use-case adoption  

6. 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 Content Lead)  

• >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 expert 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, understanding 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 organizational change  

• Curious learner with a strong appetite for AI, innovation and emerging technologies  

• Flexible, agile and solution-oriented, with strong problem-solving skills