Position Overview: We are seeking a dynamic and experienced performance media leader to oversee and drive our media strategy to step-change growth for our brands within digital commerce across all channels. A candidate must possess deep understanding of performance media and ecommerce best practices, digital media mastery inclusive of platform capabilities across eRetail media, social, search, programmatic and beyond, data and audience strategies, consumer behavior across the funnel, and industry trends with a specific depth of knowledge on driving indirect sales. This individual will be able to develop and execute strategies to maximize traffic, increase conversion to sales, improve profitability, enhance consumer engagement, and drive growth.
Key Responsibilities:
This role will be responsible for leading media focused on digital demand creation as well as unlocking improved ecommerce sales from our full-funnel media plans and activation.
Strategy Development: Lead and direct the development and implementation of comprehensive media strategies, plans and buys that drive to ecommerce aligned with category, brand and customer goals, focusing on increasing traffic, driving sales and improving profitability of our spend. Evaluate and recommend KPIs for digital media demand creation.
Learning Plan and Innovation: Design, update, operationalize, socialize, and educate on the continuous learning plan to drive results. Bring insights into action across brands and customers within Home Care and across other P&G categories. Identify and implement pilots for new channels, tactics and audience/data strategies. Develop capabilities upstream with suppliers to drive competitive advantage. Champion the consumer journey and identify means to shorten and enable a frictionless shopping experience from media where possible.
Team Leadership and Collaboration: Develop media and brand teams’ expertise within the performance marketing space. Partner with media planners and traders on implementation and activation of digital demand-focused activity. Partner with brand, communications and agencies to define and ensure asset delivery required to drive digital commerce media outcomes. Partner with customer teams to understand customer-specific needs and to match media activation with merch, etc. where appropriate.
Full Funnel and Cross-Channel Integration: Collaborate with brand teams, media planners and traders, communications and creative partners and customer teams to optimize and to synergize with upper funnel, awareness-driving media as well as other mid-funnel and demand-driving activity. Identify opportunities to shorten the funnel and drive digital demand creation with awareness tactics.
Analytics and Reporting: Utilize data-driven insights to monitor performance, identify opportunities for improvement, and make and implement data-backed recommendations for optimizing media plans and campaigns, creative and overall eRetail presence.
Capability Building: Identify, design and ensure delivery of the infrastructure required to support this work inclusive of but not limited to tagging strategies, measurement requirements, digital tools and dashboards, people needs and organization and process.
Policy, Stewardship and Governance: Become intimately familiar with existing company policies in this space. Ensure policy compliance and appropriate stewardship and governance of digital demand-focused media investment.
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