Role Purpose:

As Precision Marketing Lead, your job will be to orchestrate precision marketing activities from ideation to execution, define and monitor measurement approaches, check for implementation of digital media best practice and support transversal enablers for PM transformation acting as a change agent in the organization. In doing so, you will need to engage closely with global and regional digital teams, category directors and key external partners (creative and media agencies).

Main Responsibilities:

Orchestrate Precision Marketing activities

• Lead ideation sessions to ensure that the campaigns are designed to address the main business challenges and strategic questions,
• Ensure that agencies are following brand safety guidelines & digital execution best practices,
• Review and sign-off all media plans ensuring that PM principles are applied, KPI’s are aligned to funnel stages and objectives, audiences are clearly defined and channel strategy and sufficiency is respected,
• Lead in-flight optimization meetings playing an active role on KPI monitoring and recommending fixes/adaptations,
• Engage and coach category, precision influencer, ecommerce teams and external agencies on PM principles and ensure framework compliance for digital campaigns.

Define and monitor measurement approach

• Define the measurement approach and make sure that data sources for campaign success monitoring are in place and address the categories business challenges and strategic questions,
• Ensures processes and governance are in place to monitor campaign performance and engage marketing, media, precision influencer and ecom teams 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 digital media best practice

• Coordinate campaign quality assurance process with main stakeholders ensuring that the campaign structure and data sources are followed to make sure the campaigns are implemented as designed,
• Ensure brand safety and digital golden rules implementation.

Support transversal enablers for PM transformation

• Engage and upskill the main stakeholders (agencies, category, precision influence and ecommerce leads etc.) on PM principles. Identify the main knowledge gaps and building a training program based on it,
• Make sure PM enablers are in place and streamlined in the organization, and act whenever there’s a gap, alerting global and regional teams,
• Responsible for compiling campaign’s results and sharing learnings with broader community (global and regional) – utilizing regional templates & process’.