Germany, Düsseldorf, Adhesive Technologies

Global B2B Customer Segmentation & Personalization Manager (d/f/m)


At Henkel, you can make a difference and craft your career. That’s why you own your projects and take full responsibility from an early stage. Our unique brands in markets around the world open up countless opportunities to follow your convictions and explore new paths. If you have an entrepreneurial mindset that allows you to always think out of the box - take the chance and shape the digital future together with us.


  • Join the world’s largest adhesives producer with a unique portfolio of breakthrough innovations, tailor-made solutions and strong brands in adhesives, sealants and functional coatings
  • Lead and develop activation and engagement personalization and Customer-centric UX improvements across channels, including tooling set-up and adoption (DMP, CDP) and optimization & testing efforts
  • Drive our Digital Marketing Activation & Engagement Strategy by shaping B2B Customer Segmentation and data-driven Personalization strategy, approach and implementation at scale to boost Digital Marketing effectiveness/ROI and long-term Customer Engagement
  • Define and roll out a Customer Segmentation model across Henkel Adhesives B2B businesses, touching SMB, Professionals and Key Accounts via direct and indirect business models:
  • Lead all cross-functional efforts (Marketing, Sales and Customer Service) to gather and align Customer data points, together with 3rd party data. Collaborate with Henkel Digital Adhesives IT/Tech & data function and external vendors
  • Lead the design and implementation of B2B Digital Marketing Personalization approach (Strategy, Data & Tech) across the entire Customer Decision Journey, guiding all our Strategic Business Units and Markets
  • Develop activation and engagement personalization to steer Customer-centric UX improvements across Digital channels, including tooling set-up and adoption (DMP, CDP) and optimization & testing efforts
  • Advocate the new Customer Segmentation model & Personalization approach at any level within the Henkel Adhesives organization
  • Make an impact by consulting and training global and cross-functional teams on Customer Segmentation models, Personalization approach and campaign data strategy


  • Economics/Statistics and/or Digital Marketing background with strong cross-channel Digital Activation & Marketing Automation/CRM background. Data Strategy and planning capabilities are essential
  • Minimum 6 years of proven B2B Customer Segmentation and/or Personalization experience, ideally within large Corporations or key Consultancies / Digital Agencies
  • In-depth professional knowledge of B2B Marketing Automation dynamics, systems, processes
  • Familiarity with SaaS Marketing automation tools, Customer Segmentation and DMPs, CDP, BI tooling, analytical techniques, Marketing Automation, predictive analytics
  • Proven experience in managing complex, large B2B Personalization & Customer Segmentation Programs
  • International background, able to manage multiple stakeholders in different countries and contexts
  • Very good business acumen, result-driven, self-motivating and hands-on
  • Creative problem-solving skills and great attention to details
  • Fluent English in written and spoken
JOB ID: 20006772
Contract & Job type: Full Time, Regular
Contact information for application-related questions: