pWe are looking for a Marketing AI Adoption Senior Manager, based in Parma.
/ph3Job Purpose /h3pbrThe 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.
/ppThe 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.
/ppThe 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.
/ph3Main responsibilities /h3ulliOwn 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.
/liliLead 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.
/liliEnsure content is localized for markets, including language, cultural nuance, regulatory constraints and channel requirements, with clear workflows for briefs, reviews and approvals.
/liliEmbed guardrails and disclosure practices for external use of GenAI-generated content and align agencies on acceptable use.




/liliOversee the SEO/GEO/AEO agenda and contribute to the task force model through knowledge sharing, coordinated execution, consistent measurement and market activation.
/liliSupport the translation of GEO evidence and audits into a content influence plan that improves trusted citations across markets and engines.
/liliDefine GenAI-related KPIs, tracking workflows, reporting cadence and action loops, coordinating internal teams and partners to connect insights to action.
/liliLead the development of practical AI fluency in Marketing through hands-on enablement, including brief writing, content generation and data analysis.
/liliEnsure Marketing AI use cases follow governance requirements, approval flows, checklists and trustworthy AI principles, including transparency, privacy/IP protection and reputational risk management.
/liliCreate practical do/don't guardrails for Marketing and agencies, reflecting ethical and reputational considerations of GenAI.
/li /ulh3Key requirements /h3ulliDegree in Marketing, Digital, Data/Analytics, Business or a related field.
/liliProven experience leading AI-enabled marketing initiatives, including content workflows,



performance optimization or marketing operations redesign.
/liliStrong 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.
/liliComfortable managing cross-functional stakeholders and external partners, with an execution-first mindset.
/liliWorking knowledge of AI governance requirements and how to apply trustworthy AI standards in real business workflows.
/liliStrong communication, project management and stakeholder management skills.
/liliInternational experience or experience working in a global team is considered a strong plus.
/liliWillingness to travel abroad.
/liliAbility to manage complexity, ambiguity and multiple priorities.
/liliFluency in English and Italian.
/li /ulh3Compensation Package /h3ulliThe gross annual base salary (RAL) offered will be no less than € ******, in accordance with the provisions of the applicable National Collective Bargaining Agreement (CCNL Industria Alimentare).
/liliThe 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.
/liliThe 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.
/li /ul #J-*****-Ljbffr

📌 Marketing Ai Adoption Senior Manager (Parma)
🏢 Barilla Group
📍 Parma