Media and Data Lead

Unilever Vietnam Media & Data Lead Location: Ho Chi Minh City, Vietnam Function: Marketing / Media Reports to: Personal Care Greater Asia, Digital marketing & Media Lead cum Vietnam Media Director Job Purpose Lead Vietnam’s integrated media and audience strategy across brands and business units, turning media into a growth engine. You will set the market’s end‑to‑end media direction, orchestrate investment and vendor partnerships (1UL), ensure activation‑ready audiences, align with local law on brand safety, drive an execution powerhouse with agencies, and uphold rigorous performance governance—including data privacy and compliance. Key Responsibilities 1) 1UL Investment & Media Partnership Management: • Orchestrate 1UL investment across BUs to secure best‑in‑class commercial rates and Joint Business Plans (JBPs) with media vendors; deliver auditable savings and value extraction. • Lead agency management: contractual delivery, third‑party audits, resource & capability reviews, and ongoing performance governance. • Set and enforce media quality standards (brand safety, viewability, fraud) and transparent rate cards. 2) Audience Strategy & Activation Readiness • Translate BU briefs into audience segmentation; produce activation‑ready audiences (DSPs/101/retailer platforms) with strong consent hygiene, deduplication, and frequency controls. • Embed test‑and‑learn routines and signal‑based budget shifts to maximize conversion and ROI. 3) Content & Corporate Affairs Partnership • Co‑lead 1UL content projects with Country BU Leads to amplify brand storytelling and paid media impact. • Support communication crisis management with Corporate Affairs where relevant to protect brand equity and paid effectiveness. 4) Execution Powerhouse with Agencies • Establish a high‑velocity operating rhythm with the media agency: plan → implement → iterate → optimize, with clear SLAs and accountability. • Secure platform innovation access (e.g., first‑look betas) and scale proven pilots across brands/BUs. 5) Performance Governance, Compliance & Measurement (incl. Data Governance) • Uphold privacy‑by‑design and platform policies; ensure compliant use of 1P/2P/3P data under market data governance. • Run robust measurement (MMM, incrementality testing, clean‑room collaborations) and publish executive‑ready market scorecards tied to business outcomes. Success Metrics (KPIs) • Media efficiency & savings: rate improvements, JBP value unlocked, and audit‑traced efficiencies (1UL). • Data growth & usage: 1P acquisition vs. targets; compliant activation of 1P/2P/3P for mass personalization. • Brand & business impact: media‑led sales contribution, GVM delivery to category J2BD; improvements in brand power. • Operational excellence: agency SLA adherence, third‑party audit scores, governance/brand safety. • Manage and operate the media billing upholding to standard (audited by 3rd party) and within the given framework. Qualifications & Experience • 12–15+ years in media, with strong retail media and large‑scale portfolio leadership across FMCG. • Demonstrated mastery of data, data clean rooms, and MMM/attribution; proven ability to translate insights into investment shifts. • Deep familiarity with media buying platforms (e.g., Google Ads, DV360, Meta, The Trade Desk) and analytics stacks • Track record in agency governance, contract management, and third‑party audits. • Strong understanding of privacy frameworks and regional advertising policies; experience building compliant 1P data programs. • Strategic influencer with C‑suite exposure; excels at simplifying complexity and mobilizing cross‑functional teams.

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