Marketing AI Adoption Senior Manager

Job description

We are looking for a Marketing AI Adoption Senior Manager, based in Parma. Job Purpose The role acts as Marketing AI Adoption Senior Manager, leading Barilla’s analytics and AI transformation of Marketing, from content creation and localization to AI search visibility, workflow redesign, capability building and responsible AI adoption. The position is responsible for owning the Marketing AI roadmap and translating it into a clear delivery plan covering priorities, pilots, adoption and scale, in alignment with the broader Barilla AI program approach across training, policy and technology streams. The role connects Marketing, Digital, Data/Tech, Legal and agency partners to deliver practical execution at pace, while ensuring trustworthy AI governance, measurable outcomes and consistent ways of working across markets. Main responsibilities Own the Marketing AI roadmap and translate it into a clear delivery plan, including priorities, pilots, adoption and scale, while embedding a repeatable test-and-learn operating rhythm. Lead AI-enabled content development and build an AI content engine approach across copy, images and assets, moving from exploration to impact through structured phases such as Define, Design, Develop and Deploy. Ensure content is localized for markets, including language, cultural nuance, regulatory constraints and channel requirements, with clear workflows for briefs, reviews and approvals. Embed guardrails and disclosure practices for external use of GenAI-generated content and align agencies on acceptable use. Oversee the SEO/GEO/AEO agenda and contribute to the task force model through knowledge sharing, coordinated execution, consistent measurement and market activation. Support the translation of GEO evidence and audits into a content influence plan that improves trusted citations across markets and engines. Define GenAI-related KPIs, tracking workflows, reporting cadence and action loops, coordinating internal teams and partners to connect insights to action. Lead the development of practical AI fluency in Marketing through hands-on enablement, including brief writing, content generation and data analysis. Ensure Marketing AI use cases follow governance requirements, approval flows, checklists and trustworthy AI principles, including transparency, privacy/IP protection and reputational risk management. Create practical do/don’t guardrails for Marketing and agencies, reflecting ethical and reputational considerations of GenAI. Key requirements Degree in Marketing, Digital, Data/Analytics, Business or a related field. Proven experience leading AI-enabled marketing initiatives, including content workflows, performance optimization or marketing operations redesign. Strong understanding of the shift from SEO to GEO and AEO, and of how brands can influence AI-generated answers through content, authority and technical foundations. Comfortable managing cross-functional stakeholders and external partners, with an execution-first mindset. Working knowledge of AI governance requirements and how to apply trustworthy AI standards in real business workflows. Strong communication, project management and stakeholder management skills. International experience or experience working in a global team is considered a strong plus. Willingness to travel abroad. Ability to manage complexity, ambiguity and multiple priorities. Fluency in English and Italian. Compensation Package The gross annual base salary (RAL) offered will be no less than € 65.000, in accordance with the provisions of the applicable National Collective Bargaining Agreement (CCNL Industria Alimentare). The Company is committed to offering a competitive compensation package and, following the selection process, may propose a final gross annual base salary above the stated level, commensurate with the candidate's experience, skills, and qualifications. The position's compensation package also includes a variable component and a competitive welfare and benefits offer. Further details will be provided at a later stage and will be subject to the applicable Company policies. Additional Information Type of Contract: Permanent contract Location: Parma HQ