Global Performance Associate Director

Media Planning, Implementation & Activation London, England


Description

 

JOB DESCRIPTION

 

Operating Company

Mediacom WW

Job Title

Global Performance Associate Director

Department / Team

Mars Petcare & Royal Canin

Reporting To

Global Market Engagement Director

Location

London

 

 

 

About MediaCom: People First, Better Results

 

People First, Better Results articulates our belief that an agency is only as good as the people behind the name. We believe that our people are truly what differentiate us as an agency. It is they who drive the success of the company, attracting clients who want to work with the smartest, most motivated people possible. Because we believe in the power of our employees to build our business, we aim to work in a way that recognises this; creating a culture and working environment that is exciting, stimulating and challenging.

 

MediaCom is one of the world’s largest and most successful media networks with 7,000 people working in 125 offices in 100 countries. To stay ahead of our competitors, MediaCom has always positioned itself as a visionary partner for our clients, challenging them by homing in on ground-breaking, commercial ideas based on in-depth insights and marketplace knowledge.

 

Our people and our culture are vital to our continued success. Like every company, we look to find the best people for the job. We believe we employ the best people in the industry. However, it doesn’t end with finding the best talent. We spend considerable time and funding ensuring that our people are motivated, have the best training and advancement opportunities and understand their clients’ businesses. We believe that by putting our People First, we deliver Better Results for our clients.

 

 About Mars

 

Having been appointed in 2018 as their sole planning/buying agency, MARS are MediaCom’s biggest client Globally, with a total ad spend of just over $1Bn across 3 core segments: Confectionary, Pet, Food.

Our brief in 2018 was to help them drive transformation across marketing and media.

 

Marketing transformational for MARS means sustainable growth by ensuring every brand interaction creates shared value for the people, pets and partners they serve, ensure their brands​:

 

  • Thinking is founded in data-driven human insight​
  • Make content and media choices to be culturally famous and meaningfully personal​
  • Are purpose driven

Media transformation for MARS means growing media contribution to sales by:

 

  • Accelerating transformation to an intelligent reach model​
    • Reinventing Reach​
    • Connecting at meaningfully personal moments​
    • Proven growth through integrated brand experiences (brand through to D-Commerce)​
  • Establishing actionable 1PD framework​
  • Deploying agile content model​
  • Driving performance through the funnel
  • Continued pressure on reach-based media pricing to drive efficiency or re-deploy

A consistent thread throughout this transformation agenda is helping MARS build digital availability across their portfolio and converting the demand that exists in this space. With most category growth coming from ecommerce it’s imperative they win in this space to help deliver on their growth ambitions.

 

To address this MARS have been building out owned visibility on core online retailors as well as developing new D2C business models and launching them to market.

 

This purpose of this role is to join a centralised Global team to help MARS on this journey, with an ambition of supporting them to become one of the best performance marketers globally.

 

  

Role Description

 

The Performance Associate Director’s role is to manage the team’s day to day in the delivery of best in class performance planning & buying for Royal Canin Globally (MARS biggest Brand Globally) and Pet Nutrition Europe (Pedigree, Whiskas, James Wellbeloved, IAMS, Sheba).

 

This would require:

 

  • Creating a performance media and investment strategy to deliver against the client/brands sales and revenue targets, maximising ROI and LTV.
  • Leading implementational media planning by leading the conversations with media execution teams and key media owners
  • Effectively reporting back on performance, with key insights leading to optimisations.

To perform that task, the Associate Director will have a foundational level of experience in these key areas:

 

  • Business understanding and planning (providing the client a plan for growth)
  • Strong communication skills, influencing skills and focus on delivering high service levels
  • Strong analytical skills, to spot trends and optimisation opportunities
  • Insight and strategy capabilities
  • Understanding of available planning/targeting data to drive effectiveness and optimisation
  • Planning and execution experience of key ROI offline and digital media, including (but not exclusive to) TV, print, display, search, social and affiliates
  • Technology experience in order to maximise digital capabilities to drive ROI (Dynamic creative; re-targeting; DMP/DSP; ad server/site analytics understanding)
  • Creative experience – best practice approach to increasing response and conversion rates


Key Tasks


Client Management

 

  • Support Global Account Director and Media Engagement Director in all client dialogue from brief to execution and PCA delivery
  • Support extraction of key business information in conjunction with Analyst
  • Develop and present insight and campaign strategic approach
  • Manage day-to-day requirements of clients and ensure strong service levels
     

Setting Objectives, Targeting & Planning

 

  • Work with RAD/MED in setting the business objectives with the client, determining their targets (efficiency/volume) and setting clear KPIs (e.g. ROI, CPS)
  • Development of audience insight, customer journey mapping and comms strategy. Draw on existing client or industry research to establish the customer journey, media touchpoints and key points of optimisation to improve response, conversion and order value (e.g. audience, creative, website/landing page pathing, ease of purchase)
  • Create macro strategy around key performance variables which should be incorporated in implementational (channel) planning
  • Take ownership of briefing and co-ordination of multi-media digital teams to deliver the strategy
  • Access key 1st/3rd party data to maximise insight and targeting strategy
  • Interrogate historic performance data (where available) to determine or optimise the existing opportunity and key variables which might drive ROI (e.g. day of week, frequency, messaging, pricing, targeting options)
  • Ensure correct measurement framework is in place to determine success and provide data for optimisation (e.g. attribution, econometrics)
  • Ensure creation of media plan which contains core ROI media solutions, with in-built variable tests to ensure there is always a “test and learn” strategy in place


Execution

 

  • Support Senior Planner in developing new ROI media opportunities with publishers and digital partners to show gold-standard use of data, technology, creative and trading techniques to drive volume and efficiency
  • Understand key tech stack solutions to delivery maximum ROI and volume
     

Reporting & Optimisation

 

  • Work with Planners & Exec to establish a clear, concise reporting approach:
    • Frequency (e.g. weekly delivery, monthly detail, quarterly strategic view)
    • Key charts/slides which demonstrate performance, test learnings and next steps
    • Strong commentary that gives insight and action (not just saying what the trend is)
       

Team & Agency Development

 

  • Manage and develop a team of ROI planner/buyers, making sure they understand the targets, media solutions and analysis techniques required to maximise ROI for their clients
  • Ensure individuals workloads are managed and prioritised in line with client needs and SLA’s
  • To support and nurture junior employees, ensuring their training and development needs are constantly evaluated and fulfilled.
  • Clearly outline tasks and objectives with the RAD/MED, with specific deliverables and timelines for progression.
  • Identify training requirements with Line Manager, and a formal plan for delivery over 12months.
  • Highlight great teamwork, and client initiatives. Demonstrate examples of Digital best practice to the wider team and contribute to department and wider agency PR and communications.
  • Diarise weekly ‘WIP’ catch-ups, and regular task reviews.
  • Complete weekly time sheets, holiday/sickness forms, CPD
  • Ensure strong collaboration across planning, analytics and execution teams

  

About MARS Pet Nutrition

 

Mars is a multinational company with 3 major business segments: Mars Wrigley Confectionery, Petcare and Food.

 

Mars Pet Nutrition boasts some of the world’s best-known Pet food brands – including Pedigree, Whiskas, Sheba, Cesar and Dreamies. Mars Petcare is a significant segment in the overall Mars business, generating a substantial revenue for the company. With a portfolio of pet food brands, they aim to serve against any pet owner’s need for their pets and their mission is to make a better world for pets.

 

Mediacom have worked with Mars for many years in many key markets and we have a very strong relationship with them – we work very closely not just with the Mars marketing team but across their business. One of Mars’ key pillars is mutuality which is reflected in the way they work with Mediacom as the agency partner.

 

We are very proud of the work we have done with Mars in driving growth for their brands and this has been recognised with a host of awards - including Media Week, Campaign and Cannes.  We believe these awards are a testament to how closely we work with Mars and our integrated approach, both within Mediacom and working in partnership with other agencies.

 

In December 2014, MediaCom secured the Mars planning business across all segments and in all markets. We followed this by consolidating both planning and buying as of January 2019.

 

The account win represents a step change in their approach to media planning & execution which Mediacom is driving the agenda for.

 

About Royal Canin

Founded in France in 1967 by a veterinarian, the Royal Canin Brand is a global leader in pet health nutrition. Unknown to many, Royal Canin belongs to Mars Inc. Mars is one of the biggest family-owned companies in the world, with more than $35 billion in annual sales. Their biggest business is pet care and Royal Canin is their biggest brand together with Pedigree. In an industry that continues to adapt to popular trends, RC has the mission to be known as the reference in health nutrition in pet care. It is a knowledge-based premium brand, that provides the most precise nutritional solution for cats’ and dogs’ health needs. The brand is a global brand that is present in 45+ markets, reaching premium cat and dog owners as well as partnering in B2B with vets and breeders.

At MediaCom, we are running both planning and buying assignments for Royal Canin following the pitch win in 2017. We are working closely with the global team based in South of France. The strategy and the global direction are set by together with the global team.

 

About Royal Canin & Mars Petcare Structure at MediaCom

Royal Canin and Mars Petcare are separate segments within MARS, both sitting under the Pet Care division.

Currently, Royal Canin account team is made up of 6 people, servicing Global structure to build strategy and governance for the brand across 40+ markets but also Central structure to both plan & buy media across 18 Markets out of London HUB with Connected Execution teams.

Mars Petcare account team is made up of 8 people, servicing as Deployment team for Mars Petcare’s 4 key Blueprint markets – UK, Germany, France & Poland, for more than 8 pet care brands in the portfolio.

In 2021 we are merging the 2 teams together to create a Global Per Care specialist function, containing Brand and Performance experts.

Once fully staffed the team will comprise of 16 people in total, reporting into one Global Engagement Director.

 

 

 

 

GroupM is an equal opportunity employer. We view everyone as an individual and we understand that inclusion is more than just diversity – it’s about belonging. We celebrate the fact that everyone is unique and that’s what makes us so good at what we do. We pride ourselves on being a company that embraces difference and truly represents the global clients we work with.

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