Member of the Digital Commerce & Corporate Marketing Leadership team, the Paid Media, CI & Digital Analytics Manager is in charge of creating, developing and implementing a vision for all paid media activities (SEM, Paid Social, display, affiliation marketing, TV, print, OOH) along the customer funnel, from awareness to conversion and retention, in partnership with the Brands, Digital Commerce and Earned & Owned Media teams. This Role is also responsible to support Market Research for the affiliate, and to capture and interpret customer data from a wide range of sources.
As such, the role holder will be specifically accountable for
- Support and or initiate recurring or ad-hoc Consumer Research campaigns
- Leverage Insights obtained via Formal research (Qual/Quant), as well as via 1st party data and 3rd party publisher platforms ( Meta, Google, Tik Tok, etc) to identify target areas and opportunities to improve targeting and performance of marketing and media efforts.
- Ensuring integration of consumer insights into business decisions in brands, by training team on CI and building a data-powered culture
- Defining an overall and detailed paid media strategy for South Africa and SSA based on deep analysis of our data and a very consumer focus approach.
- Guide the brands and the Online teams in how to best exploit the increasing paid media budgets to obtain the best ROI depending on their objectives
- Manage the agencies network to accompany this effort in SA & SSA
- Manage internal Paid Media team, focusing on talent development and best in class performance
- Provide oversight, negotiations and guidance with the affiliates key media agency partners, in collaboration with the Brands and the Online teams
- Partner closely with the local Online function, Corporate Marketing and Brands to enable a more holistic view and integrated planning process to all media investments, inclusive of ecommerce
- Work with media agencies and regional organization to standardize an approach and delivery of analytics, measurement and reporting on paid media efficiency
- Develop and support an attribution model to ensure brands and affiliate will drive their media investments more efficiently.
Leads market research for the affiliate
- Integrate insights from internal and external sources, seeking input from local relevancy, finance, CRM, online and media agencies
- Supports research initiated by the region
- Ensures that the company gets the best return from investment in research and data purchases
- Gathers data and perform market research to craft compelling and insightful stories that help brand leadership further understand and engage consumers
- Develops consumer insights capability in all affiliate teams, esp. brands, DCM, Commercial and Retail teams
- Socializes results and recommendations coming from research for product launches and A&P effectiveness
- Proactively identifies and reports to brand and DP teams consumer relative signals and data signals that might impact demand and forecast
- Ensures corrects interpretation of results from research and integration of learning for decision making
- Aligns the decision-making process across global, regional and affiliates stakeholders to consider input from consumer insights and internal experience
- Creates and maintains a network of cooperative relationships with the regional CI team and other CI leads in EMEA
- Enables brand managers and marketing teams in the affiliate on consumer insights capabilities, leads cascading of regional insights training across affiliates
- Conducts training on consumer and shopper insights to marketing, commercial, DCM and retail teams
- Acts as an agent of change to demonstrate and encourage data-driven decision making and enable all teams to become more analytics minded
- Manages Paid Media team provides effective support and guidance to Paid Media executives and ensure compliance with ELC paid media principles as well as Financial Accounting framework (Procurement/Billing/Payment).
- Leads all communication with Paid media agency in terms of tactical media-planning negotiate timing projects deadline, revise media-plans provided by agency, check and collect mid-interim and final reports, check the final budgets and correlate PO budget in OPEX
- In charge of the overall deployment of the regional / global strategic media initiatives (eg. Always on, search sprints, ), and utilization and deployment of the tools (budget allocator, performance media reports, media quadrant, and Media Center)
- Provides reports on the monthly and campaign basis with the analysis of the effectiveness of the media investments based on internal and external benchmarking and ROI analysis.
- Based on the 360 Consumer Marketing Plan, defines the paid media plan where to play, calendar, assets, .. in accordance with brand digital strategy and owned and earned media
- Defines A&P budget needs and optimal paid media mix to reach goals (always on and campaigns)
- Drives monthly review of A&P budget and proposes reallocation when necessary
- Prepares/oversees agency briefs, with review from Paid Media executives and Consumer Marketing. Leads communications with the agency for branded projects. Controls plan and assets created by the agency
- Proactively reports to brand / DP team changes in the A&P spending that might impact demand and forecast
- Oversees Brands advertising strategy and investments. Build consolidated calendar of paid media activities and ensure coordination across brands, building a portfolio approach
- Consolidates planning of performance activities (search, paid social, programmatic buying etc.), budgeting and forecasting processes ensuring alignment with ELC guidelines and timetables, incorporating appropriate challenge and analysis, with clearly defined accountability for delivery of these plans.
- Keep up to date with market trends to drive digital expertise inside the affiliate and the region
- Identify key learnings and insights and shares across brands
- Acts as the main point of contact for Google / Youtube, Facebook / Instagram
- Manage Joint Business Plans with each partner where relevant, in order to drive efficiency in media planning, understanding of consumers, and new paid media trends and innovations for the brands and online teams
- Using capabilities of these partners, continue to drive the digital marketing education of the brand teams in the affiliate in where to play and how to win in paid media, based on the ever better understanding of the consumer audiences across the various digital channels, helping link investments and choice of platforms depending on the brands and the e-commerce objectives.
- Run ad hoc studies with the partners and leverage the Join Business Plan to ensure ELC will be the first mover to test in preview beta versions and get the latest update on the platforms.
- Ensure local teams are leveraging at their best the existing partnership and track satisfaction as well as best practices across brands and affiliates regularly.
- Relevant University Degree
- 6 to 10 years Paid Media
- Significant digital marketing experience, including previous experience in driving and executing digital media strategy in a global, multi-brand, multi-channel, fast paced environment.
- Proven experience in effectively managing ATL/BTL paid media agencies relationships and performance.
- Successful track record of working in a cross-collaborative way able to develop relationships with all stakeholders.
- Great project management, organizational and analytical skills
- Experience in managing budgets in a multi-P&L environment
- In-depth understanding of all SEM, paid social, display (all models, including programmatic), affiliation marketing
- Detailed understanding of the On-Line and Direct to Consumers, notably consumer funnel and markets dynamics,
- Excellent knowledge of data analytics tools and methodology (Attribution modelling, Google Analytics, 360, Facebook Manager, etc..).
Primary Location Europe, Middle East, Africa-ZA-GP-Johannesburg
Job Type Standard
Schedule Full-time
Shift 1st (Day) Shift
Job Number 232962
