Role Purpose:
As Precision Influence Lead, your job will be to manage all precision influencer (PI) activities (organic & paid – collaboration with the Precision Marketing Lead) from ideation to execution, define and monitor measurement approach, check for implementation of influencer best practices, and support transversal enablers for PI transformation acting as a change agent in the organization. In this capacity you will need to engage closely with global and regional digital teams, cross-functional marketing, digital & media teams and key external partners (influencer, creative and media agencies).

Main Responsibilities:

Orchestrate Precision Influencer Activities

• Lead ideation sessions to ensure that campaign designs address the main business challenges and strategic questions and are aligned as part of a holistic campaign,
• Ensure that agencies are following brand safety guidelines and digital execution best practices in line with global and regional guidelines,
• Lead the go-live process of Precision Influence campaigns and coordinate stakeholders (internally & with agency partners) to facilitate, including defining roles & responsibilities and the key actions for campaigns across agency, brand, PM, ADSM, Owned Digital and Ecommerce,
• Lead in-flight optimization meetings playing an active role in KPI monitoring and recommending fixes/adaptations,
• Engage and coach category, precision marketing and ecommerce teams and external agencies on PI principles and ensure framework compliance for all campaigns.

Define and monitor measurement approach

• Implement the global / regional measurement approach and make sure that the data sources and tools required for campaign success are in place and producing relevant insights that address key business and category priorities
• Ensures processes and governance are in place to monitor campaign performance and engage with marketing, media, precision marketing and ecom when necessary (weekly meetings, steering committees, stand-ups, etc.)
• Ensure proper media KPI framework implementation on every stage of consumer journey (including precision influence amplification and full funnel ecommerce integration

Check for implementation of Precision Influence best practices

• Coordinate campaigns with main stakeholders ensuring that all are following the planned design, non-negotiables, golden rules and guidelines

Ensure brand safety
Oversee the following key actions and ensure they are in-line with best practice;

• Integration into holistic digital campaign plan (organic & amplified)
• Development of local tribes (with ADSM)
• Selection of influencers
• Briefing of influencers
• Influencer contracting

Support transversal enablers for PM transformation

• Engage and upskill main stakeholders (agencies, category, precision marketing and ecommerce leads etc.) on PI principles. Identifying main knowledge gaps and building a training program based on it.
• Make sure PI enablers are in place and streamlined in the organization, and act whenever there’s a gap, alerting global and regional teams.
• Lead the onboarding and use of the PI related tools following regional & global guidance for implementation