Global Consumer Growth Lead (all genders)

How do you turn complex consumer journeys, media, technology and data into a scalable engine for growth? As Global Consumer Growth Lead, you define Friso's future consumer growth model and lead the transformation toward an integrated, data-driven acquisition ecosystem across markets. You own the Global Acquisition Blueprint, connecting business strategy, consumer insights, media, data, Martech and AI-enabled capabilities to create a scalable growth engine that delivers sustainable growth and measurable business impact. In this senior global role, you shape the acquisition agenda, guide markets in its execution and help build an integrated, data-driven approach to consumer growth.

What we ask

• Bachelor’s or master’s degree in Marketing, Business, Digital, Data or a related field.
• 15+ years of relevant experience in consumer journey, digital marketing, CRM, media, eCommerce or growth roles, ideally within an international B2C or FMCG environment.
• Proven experience in developing end-to-end acquisition strategies and improving funnel performance across paid, owned, earned, online and offline touchpoints.
• Recognized expertise across media effectiveness, attribution, performance analytics and the connection between consumer metrics, conversion, ROI and revenue growth.
• Experience in shaping or scaling Martech solutions, such as CDP, CRM, engagement and automation platforms; knowledge of AI-enabled marketing is a strong advantage.
• A strategic and influential leader who can navigate complexity, align senior stakeholders and drive transformation and adoption across functions and markets.

What we offer

At FrieslandCampina you work on strong, globally loved brands enjoyed by millions every day, like Friso, Campina, Chocomel and Frisian Flag. As a farmer-owned cooperative, we combine an international environment with a clear social and sustainable purpose. We support your growth through training, coaching and internal career opportunities. With trust and autonomy, you can make real impact.

• Hybrid working with flexible working hours, lease car and a train card.
• 200 hours of annual leave, with the option to buy or sell up to 40 hours.
• A laptop, phone and home office equipment to support flexible working.
• Extras at the head office, such as milk and cheese during lunch, fresh fruit and barista coffee.

Vacancy Description

As Global Consumer Growth Lead, you strengthen the end-to-end consumer journey and accelerate new user acquisition for Friso. You develop the Global Acquisition Blueprint and translate it into practical frameworks, playbooks and execution guidelines for markets.

You define how paid, owned and earned media, CRM, eCommerce and offline touchpoints work together across the funnel. You also establish a global KPI framework that connects acquisition, engagement and conversion to revenue and ROI. Using consumer data, funnel analytics and AI-driven insights, you identify growth opportunities and improve investment decisions.

You own the business perspective of the Martech ecosystem, including CDP, CRM, engagement platforms, chatbots and AI-driven automation. Together with Global IT, Data & Insights, Media and market teams, you shape the roadmap and support successful implementation and adoption.

By providing practical tools, sharing best practices and promoting a test, learn and scale approach, you help markets improve their capabilities and performance. Your impact is reflected in sustainable user growth, stronger conversion, higher returns on investment and better visibility of the complete consumer journey.

Team details

You will be part of the Global Commercial Team within Specialised Nutrition, based in Amersfoort. The team shapes the global commercial agenda, with an almost exclusive focus on Friso, and works closely with operating companies to translate strategy into execution. You will operate at the intersection of marketing, media, commerce, technology and data, with a broad international stakeholder network and significant influence on how consumer growth is delivered across markets.