Programmatic Media Executive

2 days ago

Surrey, United Kingdom Colgate-Palmolive Company Full time

About the Role:

We are seeking a highly skilled Programmatic Media Executive to join our team at Colgate-Palmolive Company. As a key member of our marketing team, you will be responsible for driving a step change in programmatic media, specializing in audiences, and driving a data-first approach to advertising.

Key Responsibilities:

  • Driving a Step Change in Programmatic Media:
    • Operationalize and automate reporting from various forms of buying and ad serving platforms, and craft optimization recommendations based on sophisticated analytics like audience profiling, post-conversion data, and offline-to-online modeling.
    • Enable marketing and brand-building groups to have a sound understanding of what programmatic stands for and how to integrate it into our campaigns.
    • Lead Europe through the transition from cookie-based to people-based buying.
    • Identify areas of wastage and optimization within our programmatic structure, including waterfall analysis, and work with vendors and agency teams to further optimize our media supply chain.
  • Specializing in Audiences:
    • Work with agency audience science partners to leverage ad tech stacks, such as DMP, DSP, and other media partner audience capabilities, to help define and refine target audiences at scale.
    • Work with internal partners (IBE/IMC, OAC, Brand, Insights, Analytics) to advise audience identification, activation, and evaluation expertly and accurately.
    • Improve decision-making capabilities through the use of innovative segmentation mapping, translating it into audiences, micro-targeting, tracking, and measurement.
    • Lead existing frameworks and processes to ensure markets are using the accurate data strategy within a post-cookie world.
    • Lead 3rd-party relationships with vendors to unlock new data opportunities.
  • Driving a Data-First Approach to Advertising:
    • Evaluate and integrate data partners within audience planning and buying platforms in partnership with the media agency.
    • Provide leadership and direction for the consistent use of media data for significant business decisions and portfolio advertising spend optimizations.
    • Work closely with internal collaborators and external agency partners to ensure accurate measurement frameworks are in place for all initiatives and used for continuous improvement against business goals.
    • Develop a consistent, structured, and scalable digital test approach that yields actionable information to drive performance, testing areas spanning audience targeting, creative/messaging, and digital media channels and tactics.
    • Connect audience planning with comms planning and work to ensure a good consumer experience, with an eye to frequency management and message sequencing.

Requirements:

  • Operational programmatic experience ideally in well-known media agencies, where you have been able to realize real benefits for your (FMCG ideally) clients - nationally and internationally.
  • Strong understanding of the programmatic media landscape and a strong grasp of programmatic advertising and implications on successful digital media activation.
  • Experience of working with brand builders and digital teams and showing energy, drive, and passion for brand building.
  • Bachelor's degree required in marketing or a related field with 3+ years of work experience.
  • With a strategic approach and at the same time appreciate working hands-on.
  • Outstanding at working cross-functionally with excellent leading, influencing, and effective communication towards international collaborators and leadership teams.

Functional Proficiencies:

  • Brand & Equity Management - Effective Insights
  • Integrated Marketing Communications (IMC) – Digital Marketing Strategy & Media
  • Business Strategy short-term and long-term digital marketing efficiency

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