The Global Head of Connected Planning is a senior leadership role within the Integrated Marketing Operations organization at Beiersdorf with the objective of delivering strong cut-through Integrated Media & Communication strategies in collaboration with category and agency teams. This position is responsible for defining and driving best-in-class global communication and media strategies across NIVEA, Derma and Healthcare brands, ensuring a consistent, integrated and future-fit approach across all markets.

The role will champion a “One Beiersdorf” way of communication and media planning, embedding global standards and capabilities to deliver excellence at scale. With a strong digital, social-first mindset, the Director ensures full integration of eCommerce, performance media and brand-building activities, driving both short-term impact and long-term brand equity. The role directly leads and develops a global team of approximately 10 FTEs and works closely with global brand teams, regional hubs, markets and agency partners.

Key responsibilities

Global Integrated Communication Strategy Leadership:

• Define and lead globally aligned, insight-driven integrated communication strategies across NIVEA, Derma and Healthcare brands
• Establish a connected communication ecosystem across paid, owned and earned channels with the ambition to create superior consumer experiences
• Drive end-to-end communication strategic integration into plans from masterbrand considerations and positioning, category objectives and needs through to activation and performance optimisation
• Embed a test & learn culture and continuous improvement mindset across global, regional and local teams

Strategy & Planning Excellence:

• Build and institutionalize a innovative approach to communication strategy and media planning across brands and regions
• Define and implement global planning frameworks, tools, and guidelines ensuring consistency and excellence
• Drive the evolution of media planning capabilities, including audience-first and data-driven approaches
• Lead global best practice sharing and scalability across regions and markets in close collaboration with regional teams

Digital, Social & Performance Integration:

• Champion a digital-first, social-first planning approach across all communication strategies
• Ensure seamless integration of eCommerce, retail media and performance marketing into full-funnel communication planning
• Drive optimisation of consumer journeys across touchpoints linking brand and performance
• Accelerate adoption of data, automation and advanced measurement frameworks

Agency Ecosystem & Partnership Leadership:

• Build and nurture high-performing, long-term agency partnerships across media, digital, social and performance
• Drive agency integration and collaboration to deliver holistic solutions
• Lead agency performance management and continuous evaluation
• Foster a culture of co-creation and strategic partnership

Key performance metrics

• Global adoption planning frameworks
• Improved integrated communication effectiveness and ROI
• Strong eCommerce and performance contribution
• Enhanced agency performance, outputs and partnership quality
• Consistency and quality of execution across markets