Strategic Planning & Budget Management:

• Develop the annual and quarterly retail media strategy for identified retailers in partnership with the Beiersdorf Account Heads.
• Ensure all media plans are deeply integrated with the commercial calendar, including the Joint Business Plan (JBP), new product launches, in-store promotions, and seasonal events.
• Play a key role to make the JBPs mutually beneficial.
• Manage the multi-million dollar media budget for these accounts, including planning, phasing, and reconciliation to maximize working dollars.
• Lead the "test and learn" agenda, piloting new ad formats, targeting tactics, and measurement methodologies to keep Beiersdorf at the forefront of retail media innovation.
• Build creative pipelines for retail media to actively A/B test hypothesis, insights & business priorities to drive incrementality
• Own end-to-end finance & budget management process across the value chain; internally, with retailers & our agency partners
• Own identified brand(s)’ relationships with marketing, media, finance controlling by consolidating actions, presentations & asks

Agency & Partner Management:

• Serve as the primary day-to-day strategic lead for our Performance Marketing deployment agency, translating business objectives into a clear executional brief.
• Lead weekly, monthly, quarterly & other business reviews with the agency to review performance against KPIs, hold them accountable for results, and optimize future campaigns
• Cultivate and maintain strong, collaborative relationships with our key partners with identified retailers, acting as the primary strategic point of contact for Beiersdorf.
• Leverage these retailer relationships to gain access to betas, deeper insights, and strategic support that gives Beiersdorf a competitive advantage.

Campaign Oversight & Omnichannel Integration:

• Review and provide strategic feedback on all media plans submitted by the agency, ensuring the right mix of tactics (e.g., Sponsored Search, On-site Display, DSP, In-store, etc) to achieve our goals.
• Collaborate with Brand Marketing, Media and Shopper Marketing teams to ensure creative and messaging are consistent from national campaigns all the way to the digital shelf.
• Champion an omnichannel mindset, developing strategies that drive both online sales and in-store foot traffic and conversion.

Performance Analysis & Insight Generation:

• Go beyond the agency's base-level reporting to conduct deep-dive analyses on campaign performance, focusing on key metrics like ROAS, new-to-brand acquisition, incremental lift, halo effects amongst others
• Translate complex performance data into a clear, concise, and actionable story for internal stakeholders, including the Account Heads and senior leadership.
• Own the internal reporting and communication of retail media performance for your accounts, ensuring the business has a clear understanding of the value and impact of its investment.
• Utilize retailer data platforms (e.g., Walmart Scintilla/Amazon Brand View Pro/Kiosk) to uncover shopper insights that can inform both media targeting and broader commercial strategy.