Marketing - Associate Director - Digital, Media Planning & Buying

This role will lead the media agenda for Snacks and Beverages in the market and is responsible for delivering the media agenda in the market in close partnership with US Digital Activation team & sector Media & Digital capability team. Primary responsibilities include managing planning, media buying, campaign optimization as well as lead media/digital reporting & analytics.

This role will also be responsible for process management and driving media efficiencies & productivity in partnership with sector Media & US Digital Activation Team Team.

Functional Responsibilities:

Lead delivery of media priorities in partnership with the DAT media lead

• Leverage PEP Total Connections Planning framework and Strategic Planning framework to support the DAT team in building the media strategy for the portfolio and brand
• Establish learnings from consumer, category, competition & culture to define the growth challenge; define audience growth & identify audience insights
• Define experience strategy including big ideas, experience design and asset guidance
• Build AOP activation plan including budget allocations, tactical channel recommendations, media plans and KPIs

Create and evolve communication processes with internal media stakeholders (project planning, workflow monitoring, quality checks, on-going changes)

Support simplification, standardization and digitalization efforts (in cooperation with global and sector stakeholders)

Campaign monitoring & reporting

• Translate Media AOP activation plans into campaign plan and map deviations against Media AOP
• Establish clear media & digital KPIs for campaigns and enhance agency processes to track & report performance against set KPIs
• Elevate campaign monitoring & reporting framework and establish clear KPIs and timelines on in-campaign, real-time & post campaign metrics
• Contribute to efforts in enhancing campaign monitoring/reporting in partnership with agencies and vendors including real-time automated dashboards

Execute media & digital reporting & analytics activities

• Establish/enhance processes to provide regular reports to the DAT Media team & brand teams on media spends, share of voice, competitive media spend estimates, as well as to drive real time media optimization across all media KPIs

Media Efficiency & Governance

• Leverage global / regional efforts to support media auditing and governance needs of the business; partner with media auditors to drive media efficiency & governance
• Contribute to Marketing Mix Modeling / ROI initiatives and leverage learnings to enhance communication impact and optimize media spend
• Leverage agency suite of tools to determine / right size media/A&M for brands as needed to inform budgeting decisions of marketing & finance teams

People Responsibilities:

The role will provide leadership & direction to the media agenda & GBS US media team

• Develop team capabilities, motivation and engagement levels

• Support subordinates and peers through mentoring & coaching in growing their functional and capabilities
• Set and monitor performance goals for evaluation of direct subordinates
• Provide timely feedback on team member performance
• Build meaningful developmental paths for subordinates
• Support team motivation and retention

• Recent experience with digital Media Planning & execution preferred.
• . Experience with media agencies & in client side media roles, as well as operational experience from business servicing sector and/or consulting experience would be a plus

• Education: Masters in economics, sociology, math, statistics, marketing or media management
• Strong leadership and influencing profile in line with Insights Leader of the future definition: Motivates action through fact-based, inspirational material
• Has a track record of identifying and championing new processes for improving fact-based decision making.
• Can synthesize multiple, disparate data sources into compelling growth strategies. Formulates a strong POV and can articulate future scenarios
• Strong collaborator: Interested and motivated by working with others. Actively creates and participates in opportunities to co-create solutions across markets; will be willing and able to embrace Responsive Ways of Working
• Knowing the Business Cold: Can easily see how media can improve businesses impact and frames up efforts and opportunities to inform business decisions
• Managerial experience: Experience in building a high performing and highly engaged team
• Fluent English – obligatory

Essential:

• Passion for understanding various consumer segments in markets and their media behaviors
• Strong stakeholder management & communication skills needed to manage multiple internal and external stakeholders
• Ability to stay focused and deliver the agenda while juggling multiple priorities in a dynamic environment
• Very strong organizational and critical thinking skills
• Highly organized and responsive, with the ability to deliver tight SLA deadlines

Good at data analysis with a strong attention to detail