Overview
Lead connections planning & execution across Asia FOBO (VN & PH) & rest of APAC Foods portfolio (Pepsi, MT Dew, GAT , Sting, Lays, Cheetos, Doritos, Quaker, POCA, Tropicana); define objectives & quantitative KPIs, allocate budgets & track progress
Responsibilities
- Implement & operationalize Media/ campaign strategy including job-to-be-done that the campaign aims to achieve, ensuring it aligns with the overall brand and category strategies
- Track & report quantitative KPIs for the JTBD, to measure campaign progress and outcomes
- Determine media budget allocations across mediums, channels, for each brand campaign
- Define strategic target audience (leveraging existing brand or category strategy), detail out the consumer touch-points & conduct journey-mapping. Create brief that outlines campaign objectives, target audience, timing, scope and other relevant information for media agencies & platforms
- In partnership with media and creative agencies, craft holistic & integrated connections plan for the brands including paid, earned & owned media, sponsorships/partnerships and ecom
- Drive 100% adherence to brilliant basics across these brands through plans that maximize reach, frequency and continuity, with the right media mix, at optimized media costs – OPM way
- Partner with agencies and brand teams to lead personalization efforts across the brand portfolio
- Lead the execution of 5S strategy on communications planning, with the right allocations and execution across stream, scroll, search, shop and sense across Markets
- Support operations of ROIE and media analytics
- Implement aligned learning agenda & support partnerships
Business and Brand Impact –
- Support tracking & implementation of productivity
- Support landing Improved campaign operations & Penetration through reach & sufficiency goals and drive growth for portfolio
- Increase our brand noticeability & viewability within key strategic social channels
Qualifications
- 7-9+ years of demonstrated experience in marketing / advertising / media with direct experience with media and agency / partner management
- Candidate must be passionate about media and data driven marketing with a desire to educate and build capability in others
- Must have proven track record in managing multiple cross functional teams and agencies to deliver objectives
- Ability to analyze relevant data, insights and information to identify opportunities and develop strategy and plans to address.
- Must have clear understanding of media measurement
- Strong creative thinking and problem-solving skills
- Excellent multi-tasking, project management, and prioritization skills
- Stakeholder management skills across both internal and external stakeholders
- Able to manage short term goals with long terms priorities for the business
