Fractional AI Marketing Lead, Consumer (16 hours)

Signify · Amsterdam

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About Signify

Through bold discovery and cutting-edge innovation, we lead an industry that is vital for the future of our planet: lighting. Through our leadership in connected lighting and the Internet of Things, we're breaking new ground in data analytics, AI, and smart solutions for homes, offices, cities, and beyond.

At Signify, you can shape tomorrow by building on our incredible 125+ year legacy while working toward even bolder sustainability goals. Our culture of continuous learning, creativity, and commitment to diversity and inclusion empowers you to grow your skills and career.

Join us, and together, we’ll transform our industry, making a lasting difference for brighter lives and a better world. 

More about the role

Drive AI Strategy for Consumer Marketing

• Work closely with the Head of Marketing, Consumer, to define and maintain an AI roadmap for Consumer Marketing.
• Identify and prioritise high-value AI use cases based on consumer impact, commercial value, feasibility and scalability.
• Translate emerging AI capabilities, including Generative AI, LLMs and agentic AI, into relevant opportunities for Consumer Marketing.
• Advise marketing leadership on how AI could change the way we understand consumers, build brands and execute marketing.
• Establish appropriate principles and guardrails for the responsible use of AI across Consumer Marketing.
• Develop clear business cases and success measures for AI initiatives.

Be Hands-on: Build, Test and Implement

• Work directly with marketing teams to identify real consumer and business problems that can be improved through AI.
• Personally prototype and test AI solutions, rather than only providing recommendations.
• Build and optimise AI-enabled workflows using LLMs, Generative AI, AI agents and other relevant technologies.
• Experiment rapidly with emerging AI tools and approaches and determine what is genuinely valuable for the business.
• Develop proof-of-concepts and minimum viable solutions that can be tested with end users.
• Work with internal Data, Digital and IT teams where technical development, data or integration is required.
• Move successful experiments from pilot to adoption to scale.
• Measure the impact of solutions on speed, quality, productivity, effectiveness and commercial performance.

Transform Consumer Marketing Ways of Working

Identify opportunities to redesign marketing processes through AI across areas such as:

• Consumer and market insights
• Trend and social listening
• Consumer segmentation and understanding
• Brand and campaign development
• Content creation and localisation
• Creative development
• Media and performance marketing
• E-commerce and digital shelf optimisation
• Personalisation and CRM
• Consumer engagement
• Marketing planning and operations

Challenge existing ways of working and help teams move from simply experimenting with AI to embedding AI into everyday marketing processes.

Build AI Capability Across Marketing

• Work alongside marketers to develop practical AI skills and confidence.
• Coach marketing teams in the effective use of AI and emerging tools.
• Create practical playbooks, workflows and examples that can be reused across teams and markets.
• Build a network of AI champions within Consumer Marketing.
• Share successful use cases and learnings across the organisation.
• Help establish an AI-enabled culture where teams continuously experiment, learn and improve.

Connect AI to Consumer and Commercial Impact

• Ensure AI initiatives are linked to clear consumer, marketing or commercial outcomes.
• Establish appropriate KPIs and ways of measuring the impact of AI initiatives.
• Partner with Consumer Insights, E-Commerce, Digital, Sales, IT, Data and other functions to identify opportunities across the consumer journey.
• Support regional teams in adopting and scaling successful AI use cases.
• Stay ahead of developments in AI and translate relevant developments into implications and opportunities for Signify Consumer.

More about you

You are an experienced consumer marketing leader or senior marketing professional who combines strong marketing fundamentals with a deep understanding of how AI is changing marketing.

You understand consumers, brands and commercial performance, but are also genuinely curious about technology and have demonstrated the ability to apply AI to real business problems.

You are a hands-on AI practitioner. You don't just talk about what AI could do; you have personally used, built, tested or implemented AI-enabled solutions and can demonstrate tangible examples of how you have changed the way teams work.

You are equally comfortable discussing an AI opportunity with the Head of Marketing and working directly with a marketing team to build and test a solution.

• 8+ years of experience in consumer marketing, digital marketing, e-commerce, consumer insights or a related field.
• Strong understanding of consumer marketing, brand building and commercial performance.
• Demonstrated experience applying Generative AI and/or LLMs to marketing or business problems.
• Practical understanding of AI agents and agentic workflows.
• Experience identifying, prioritising and implementing AI use cases.
• Ability to translate complex technology into clear business and marketing opportunities.
• Experience working cross-functionally with Marketing, Digital, Data, IT and external technology or agency partners.
• A hands-on, experimentation-oriented mindset.
• Strong commercial and analytical thinking, with a focus on measurable business impact.
• Strong stakeholder management and influencing skills, with the ability to operate effectively at both senior leadership and working-team level.
• Ability to work independently and create momentum in a complex, global organisation.
• Fluent English communication skills; additional languages are a plus.

You do not need to be a data scientist or software engineer. However, you should be technically curious and sufficiently hands-on to understand how LLMs, AI agents and AI-enabled workflows work, assess their potential and work effectively with technical teams.

What Success Looks Like

Within the first six months, you will have:

• Established a clear AI Marketing roadmap for the Consumer Business.
• Identified and prioritised the highest-value AI opportunities.
• Delivered a portfolio of practical AI pilots with measurable impact.
• Embedded AI into selected consumer marketing workflows.
• Increased AI adoption and capability across marketing teams.
• Established appropriate AI governance and ways of working.
• Created scalable AI marketing playbooks that can be adopted across markets.
• Built a clear roadmap for the next phase of AI-enabled Consumer Marketing.

Everything we’ll do for you

You can grow a lasting career here. We’ll encourage you, support you, and challenge you. We’ll help you learn and progress in a way that’s right for you, with coaching and mentoring along the way. We’ll listen to you too, because we see and value every one of our 27,000+ people. We believe that a diverse and inclusive workplace fosters creativity, innovation, and a full spectrum of bright ideas. With a global workforce present in 70+ countries, we are dedicated to creating an inclusive environment where every voice is heard and valued, helping us all achieve more together. 

Come join us, and together we can light up the future.

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