As Senior Media & Digital Manager (POE)* you will support several key brands in DACH to drive the local implementation process of communication strategies with our agency partners and brand teams to deliver marketplace outperformance across Paid/Owned/Earned (POE) channels, leveraging evidence to win brand missions across integrated marketing practices and with a digital consumer experience at heart. Our vision is centered around a collaborative, agile and analytics informed process.
You will act as an internal expert throughout the entire Strategic Communications Process. This includes Communications Strategy, Audience Activation, Campaign design and performance optimization along with Measurement. By leading an activation team, you will ensure business objectives are pulled through to an effective full funnel strategy to maximize market outperformance. You will establish a deep understanding of brand category dynamics, consumer insights and media behaviors to effectively manage the POE* consumer experience. You will hold relationship responsibilities with external agency stakeholders, key MarTechstakeholders, and local (retail) media partnerships as well as to brand, PR & Influencer Marketing, and E-commerce teams.
To succeed in this role, you must gain a deep understanding of the consumer needs and consumer journey stages and thoroughly map them out from awareness, consideration to conversion, repeat purchase and advocacy. You will lead the Comm’s Planning process from target group definition and touch point selection to example laydowns, fitting with overall Marketing Plans and POS activation to budget allocation.
Key Responsibilities
* Responsible for developing and stewarding key communication objectives, tying back to brand business objectives and customer commercial objectives by way of an annual communications strategy plan and comms habitat development.
* Act as a steward of the Ekimetrics measurement model, owning smart allocation of our consumer engagement investments based on model evidence and aligned with brand priorities.
* Act as a coach in campaign development and design to ensure comms objectives are effectively translated to campaign objectives and KPI setting across audience, channel and digital asset standards, aligning back to strategic comms habitats.
* Steward and develop a strategic outlook to synergize media performance with audience ambitions and digital/shopper comms excellence to measure and deliver outperformance.
* Act as owner of agile brand measurement strategy with a digital learning agenda inclusive of local match market and national test and learns.
* Act as lead client relationship for Media and PRIM Agency teams, creating a high level of partnership to solve for key business needs, empowering a high level of agency service.
* Assist lead agencies in navigating across the Coty Organization
* Accountable stakeholder to deliver seamless communication between agency teams responsible for POE habitat development and communications plans.
* Partner with brand team to translate key consumer insights and attributes into an addressable audience strategy bespoke to key digital platforms, i.e., Google, Meta, Amazon Ads, TikTok.
* Own consumer experience across paid/owned/earned digital asset to ensure a communication red thread.
* Provide DACH local market knowledge regarding the media marketplace and key campaign learnings to global functions.
* Work with agencies to develop a POE marketing strategy to maximize unique reach in quality media environments to accelerate brand connection with consumers, inclusive of audio, video, display, paid social and branded content.
* Own POE brand comms performance leveraging MMX, CreativeX, and additional measurement solutions to deliver optimized in market performance and value creation.
* Development of planning guidelines using various analysis tools, monitoring of their adherence, and analysis and optimization of campaign efficiency.
* Design and implement a digital learning agenda and leverage global productivity levers across brand equity and eCommerce media.
* Through always on campaign performance tracking, optimizing campaigns across audience ad unit and creative asset variables to deliver on campaign specific KPIs.
* Bring key learnings from brand activations back to the broader commercial business.
* Monitoring of Consumer Engagement budget for the assigned brands
Summary
* Compose the media and digital channels mix and design customer journeys by touchpoints
* Develop a measurement strategy that will offer the most robust insights to pay off brands Comm’s Objectives
* Rigor budget management and controlling
* Capture the analysis of effectiveness of media investments to recommend proper budget allocation for max. results
* Catalogue ongoing learnings and facilitate the sharing of learnings across brands and wider organization
* Educate the organization on state-of-the-art Comm’s Planning to ensure a deep understanding of key needs in a data driven led Marketing environment