E2E SCL Media Planning & Activation Lead
Reports To:
BU Media Lead
Work Level:
WL 1M
Location:
Vietnam
Direct Reports:
Extended media agency team
Key Responsibilities / Focus Areas
1. Drive Best in class Holistic Media Planning and execution
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Be the business partner for the different internal stakeholders to drive holistic planning and media
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Drive holistic media planning and budgeting process that is in line with the brand JTBD and shopper JTBD.
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Drive media innovation within advertising partner to ensure that UL has input to product development and a seat at the table for first look beta testing.
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Responsible for driving digital media execution in particular relating data driven marketing (including the use of 1P,2P,3P data), search and performance marketing.
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Oversight of media rate cards as well as accountable measures such as brand safety, viewability, fraud.
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Strong partnership with media agency to deliver best in class resources. Demonstrate accountability for you and agency partner to drive campaign performance specific to media, rooted in data.
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Build and establish data driven and agile WOWs for tracking, reporting and execution with the partners & retailers. Establish and push real-time performance /retail media optimisation and budget allocation across different media channels and retail media partners.
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Customer/Retailer media groups: nurture retail media ecosystem, collaborating on the dev of ad products, measurement, and capabilities.
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Stewardship and sharing of media performance with key UL stakeholders.
2. Drive best practice and thought leadership
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Drive Media and digital media innovation – pioneering the future of media and data driven marketing through a continuous test, learn and scale approach. Areas will include connected TV, live streaming, social commerce, podcasts, DTC etc
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Co-author research and measurement roadmap with CMI and ensure executional excellence. Work close with UL media, media agency and dCom teams to pull together upper and lower funnel media activity and learning to share Holistic Communications Planning approach and results.
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Dock into various cross functional disciplines (CRM/PRM, Technology/Uni-Ops, and CMI (Consumer and Market Insights). Land core cross functional capabilities and best practice locally.
3. Drive Best in class E2E Media Capability Building
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Educate the organization (internal & agency) to cope with rapid media consumption changes including retail media nuances and ecosystem. This ever-changing landscape with continued Unilever learning will be enabled by timely and relevant training and sharing of learnings as well as challenges.
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Establish education roadmap through the connected world community to educate key stakeholders along with the best way to land education.
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Collaborate with Unilever Media and agency search experts to share lower funnel search expertise and performance to drive improved processes in usage of keyword repository (KWERY) and holistic search workshops.
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Drive capability trainings across all stakeholders (internally but also externally) to be future fit and get ready in the new convergent world.
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Drive new skills across the organisation and agency teams.
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Increased brand power & Better performance marketing outcomes (co-shared with MKT)
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Increase in Media led sales.
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Delivery of media efficiencies and savings, value extraction of BU Investment from JBPs & Improvement of retail media efficiencies – via optimisations and best practice
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Drive quality of media and brand execution, and innovation, especially with new ways into Social, Commerce, retail media standards
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Improved use of signals and data to drive media targeting & conversions efficiently.
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Delivery on Data Driven Marketing KPIs
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Quality of Cross-functional collaborations
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Quality Stakeholder management at a senior leadership level
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Pioneering and shaping the future of media and embedding innovation into plans
Context & Main Purpose of Job
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Designs BU media plan and allocate budgets for holistic plans that covers all media and all platforms including retailer media.
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Manages media activation based on marketing plan/ activity calendar incl. mobilising/coordinating data specialists to deploy locally.
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Collaborates with CD / dComm teams to ensure the full end-to-end plan works on and offline with key customers.
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Work with the agencies / external partners to bring to media plan execution to life. Perform in-flight optimisation of media campaigns within media planning set guidelines.
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Maximise efficiencies via value extractions with external partners / agencies for BU /market.
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Be the single point of contact for all media conversations with Category/ BU.
KPI's & Dimensions
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Increased brand power & Better performance marketing outcomes (co-shared with MKT)
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Increase in Media led sales.
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Delivery of media efficiencies and savings, value extraction of BU Investment from JBPs & Improvement of retail media efficiencies – via optimisations and best practice
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Drive quality of media and brand execution, and innovation, especially with new ways into Social, Commerce, retail media standards
-
Improved use of signals and data to drive media targeting & conversions efficiently.
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Delivery on Data Driven Marketing KPIs
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Quality of Cross-functional collaborations
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Quality Stakeholder management at a senior leadership level
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Pioneering and shaping the future of media and embedding innovation into plans
Key Interfaces
- Media & Data teams
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Brand teams
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dComm / CD team/ Customer/Retailer media groups
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Several cross-functional teams (CRM/PRM, Technology/Uni-Ops, and CMI (Consumer and Market Insights)
Key Skills & Experience
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Ability to advice on all thing’s media and data driven marketing to internal stakeholders through depth of media knowledge, providing expertise on specific channels and opportunities, data strategies, including ecommerce, and by explaining complex information in an easily digestible way.
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Working knowledge of Retailer / Omni Media ad products and tools
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Ability to analyze and propose data-driven solutions, with exceptional attention to detail.
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Ability to operate both strategically and tactically in a high-energy, fast-paced environment.
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Eager to take smart risks and champion new ideas.
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Collaboration skills that encourage multi-stakeholder projects to thrive
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A pioneer spirit to drive and embed innovation into our media and data strategies and plans
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Problem solving mindset, able to work with agility and adapt to a changing media and market conditions.
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Strong analytical skills to define, interpret and respond to data insights.
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Outstanding communication skills to focus stakeholders and embed best practices.
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Cutting edge understanding of media and brand communication landscape.
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Holistic brand communication management experience at a large brand. Or, cross-brand leadership experience at an agency.
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Advertising/Media budget management experience
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Experience in driving change and embedding innovation in the business.
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Experience in handling complex stakeholders across matrixed organisations.
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Experience in data driven marketing and performance/ecommerce.
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Exposure to disciplines as such as CRM, Mar-Tech and Ad-Tech platform management
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