GET TO KNOW: MAUREEN

Marketing is more than selling—it’s about shaping emotions, understanding people, and building connections. It’s a journey of creativity, collaboration, and curiosity, where every campaign helps people fall in love with our brands and their skin. Through marketing, I’ve learned to embrace challenges, stay curious, and unlock endless potential.

As the Global Audience Strategy & Media Insights Manager, you will be a key player in shaping Beiersdorf’s global media strategy and campaign planning by connecting audience understanding with actionable insights. In this strategic role, you will lead the development and implementation of global audience strategy, enable data-driven campaign development and build a strong media insights foundation to fuel business decisions. Working closely with the Global Media Strategy Team, regional teams, local markets and external partners, you will ensure precision, consistency and impact across all touchpoints.

Global Audience Strategy

• Define and evolve the global audience strategy across key brands and campaigns – ensuring consistent targeting across all digital touchpoints
• Connect audience strategy with Precision Marketing and Precision Influence programs for an integrated consumer approach
• Ensure creative and media planning are driven by clear audience insights and segmentation logic
• Stay ahead of trends in targeting capabilities and platforms; integrate innovative audience techniques into our global frameworks
• Consolidate learnings from regions and markets and share best practices across the organization

Global Media Insights

• responsible for Media Insights, working closely with Consumer & Market Insights (CMI), global media strategy team and agency partners
• Translate consumer, shopper and media insights into actionable input for media strategies across brands and regions
• Ensure insights go beyond performance data – focusing on how consumers engage with media, content and channels along their decision journey
• Develop strategic insight frameworks that inform annual planning and media strategies for all our brands
• Drive knowledge exchange and best practices across global, regional, and local teams – fostering a strong learning culture