Working as part of the Acquisition Planning and Media team, this role will our support wider business efforts to build our Adtech and Martech capability and Measurement Framework, working closely with the Head of Paid Media and the Analytics, BI and Development teams. Reporting to the Senior Director of Acquisition, as part of our efforts to the build our Paid Media team and agency network against a significant budget increase trajectory, this role is pivotal in enabling the team to create and execute paid media and remarketing strategies against acquisition KPIs.
Strategy Development, Planning and Execution
- Partner with the enterprise level project team to establish the Adtech/Martech vision and strategy in line with the customer and market needs and delivers measurable impact.
- Create Measurement Framework to enable acquisition and commercial decision-making across multi-channel campaigns and complex 360 use cases:
o Dashboards including data-plumbed in from multiple sources
o Measurement Framework for specific use cases with standardized outputs
o Contribution model build for interim attribution of multiple channels
- Identify market needs, discover opportunities, and define customer needs in AdTech/MarTech/ and the associated product features to meet those needs.
- Translate product vision and strategy into an actionable roadmap containing well-defined, prioritized user stories and acceptance criteria that will realize the product vision.
- Establish success criteria for key product features using meaningful metrics and KPIs.
- Assess the Martech requirements for internal and external partners.
- Continually build Adtech and Martech capabilities working with the Head of Paid Media and the Analytics, BI and Development teams.
- Build ad serving and campaign management technologies to allow for data collection and usage.
- Work with the Analytics Teams to create a campaign tracking methodology and conventions to ensure clean data collection and usage.
- Working with the Head of Paid Media and the channel leads, build strategies utilising the CDP (in development).
- Work with the BI team to create operational and analytical reporting suites and dashboards to allow for paid media optimization and commercial reports.
- Be the point person in the Acquisition Team in the enterprise level project delivering a single Martech stack (CMS, Tag Management, CMP and CDP) to ensure strategies for targeting, media delivery, optimization and analysis.
- Work with the Paid Media team: Head of Paid Media, channel leads and Campaign Manager (Ad ops) to ensure effective tracking set-up for all campaigns and creatives.
- Work specifically with the mobile app team to ensure mobile tracking and ad accounts are enabled and accessible across the Adtech.
- Push innovation boundaries to uncover incremental growth opportunities, drive testing, trial and experimentation.
Capability, Measurement and Optimization
- In conjunction with key cross-functional stakeholders and working with the Acquisition Team, define the requirements for marketing technology to maximize marketing performance and profitably.
- Lead efforts in region for the utilization of data-driven methodology, analysis, and measurement in order to improve the effectiveness of all acquisition marketing channels.
Collaboration
- The role is a highly collaborative and requires a partnering mindset to support clients and stakeholders in order to define strategic objectives, marketing budgets, and success metrics.
- This partnering approach creates tactical execution plans for each marketing channel to achieving program/campaign and commercial objectives.
- The role requires working with both internal channel specialists and outsourced agencies supported by Vendor Management function to deliver the best work and outcomes from partners.
Education: A degree in a business related or technical field such as Marketing, Economics, Finance, Business Administration,Information Technology, Computer Science, or any other related field. An equivalent of the same is also acceptable for this position.
Experience: A candidate for this position must have had over 10 years’ experience in driving customer acquisition across marketing channels such as TV,OOO, Radio, PPC, Display, Paid Search, Paid Social, and Retargeting. Demonstrable experience of managing ideation to launch of digital products, enterprise solutions and services.Experience working with demand side and supply side adtech platforms, associated integrations, and measurement. Experience working with design, engineering, and data science teams to define and develop productsHave a history in driving growth with innovative demand generation and prospecting campaigns. Extensive experience working not only with, ad-serving platforms and digital monitoring tools, but also with offline marketing tools and strategies. The candidate must also have a proven and successful experience building and executing direct and digital marketing campaigns for a business in a highly competitive and complex business environment. Extensively familiar with social acquisition channels, inclusive of YouTube, Facebook, Twitter, and other social media environments.
Analytical Skills: Highly analytical and data driven. Proficiency in A/B testing. Have the ability to track and report on key metrics that measure performance in programs and campaigns inclusive of traffic, revenue, conversions, and ROI.
Communication and Interpersonal Skills: Excellent communication skills, both in written and verbal form. Communication should be clear. Customer-oriented and detail-oriented with strong organizational skills. Able to prioritize and work comfortably on multiple projects and meet deadlines, work effectively under pressure. Be team-oriented using sound judgment in decision making, demonstrate calmness in uncertain and stressful circumstances. Be approachable and relatable person who will earn the trust.
