Biddable Media Manager

Programmatic, Biddable, Paid Media & SEO London, England


Description

Position at Mindshare

BIDDABLE MEDIA MANAGER

Job title: Biddable Media Manager

Group: Mindshare Worldwide

Client: Ford

Reports to: Biddable Media Director

 

Company Background

Ours is the story of the eternal upstart and change is in our DNA. We were born with the ambition to change the world through media. Raised in Asia, we are now the world’s most geographically balanced global network spanning US, Latin America, Europe and Asia. Mindshare’s birth in 1997 shifted the focus from media as a pure commodity to media as a change agent.

Our ambition was to go beyond the traditional media descriptors of “Optimise, Capitalise, Maximise.” We will not be defined by the formulaic definitions of media. Mindshare’s story is about teamwork. It’s why we called ourselves Mindshare in the first place!

We were designed to be a global network, balanced in every region, with clients benefitting from both global and local insights. Today 75% of our business is global and our global network and integrated approach is our strength. We are a global media agency network with billings in excess of US$24 billion (source: COMvergence) and our network consists of more than 7,000 employees, in 116 offices across 86 countries. Mindshare is part of GroupM, which oversees the media investment management sector for WPP, the world’s leading communications services group.

Discrimination, oppression and inequities towards people of different race, ethnicity, gender, sexuality, abilities, age or any other differences, are unacceptable and have no place in the world or amongst our Mindshare family. We strive for an environment where everyone is treated fairly and respectfully, has equal access to opportunities and resources, whose voice is heard and who can contribute to the organisation’s success.

Background to the team

Mindshare Team Ford work with GTB and other WPP companies at Sea Containers House to deliver a full service comms product to Ford covering, connections planning, CX, social strategy and deployment, analytics, CRM, PR, platform design and build, centralised biddable execution and market coordination across 19 European Markets.

This role sits within Biddable Media, initially a team of two looked after both paid and organic search, we have since grown to become a team of 25. We also take care of YouTube, programmatic and paid social.

Of late there has been a big change in the way Ford Motor Company approaches advertising. We are busy putting the digital infrastructure in place to become more adaptable and take their 2021 strategy to the next level.

This year we created a bespoke media optimisation framework for Ford Central Services Division which ensures we have the right processes, resources and technology to support their media strategy. This is being realised through the Smart Media team at Mindshare Team Ford and GTB, aimed at coordinating all tests on so-called biddable media channels across Europe (YouTube, Programmatic, Social, Search).

2020 has been a year of finding new efficiencies in media and the Biddable Account Manager, as part of the Smart Media team - will be within the heart of the action as we move onto the next phase of this project, planning throughout 2021. The role will involve working with central teams within GTB London and the local Mindshare & WPP agencies, to move forward the innovation efforts for this business unit.

2020 has been also the year of new wins with the integration of the Ecommerce Accessories & Parts media planning and buying within our team’s role, from defining the paid media strategy for their eShop to activation and performance management.

The BAM will be the central client contact for the UK and Germany, working closely with the Biddable Account Director and the PPC teams to ensure a best in class Paid Search media strategy and strong return on ad spend.

This is not your traditional biddable role. The biddable team are well integrated within the wider GTB & WPP businesses and work closely with the PPC, analytics, planning and data teams. We have worked hard to break silos and ensure that we are aligning our digital media strategy with wider FCSD (Ford Customer Service) projects. This will provide the BAM with plenty of opportunities to get involved, gaining experience and knowledge of the wider digital marketing ecosystem.

In addition

  • We will provide you with the necessary training for all relevant platforms, tools and systems used by Ford of Europe and WPP
  • You will get exposure to the work and resources of other GTB and WPP teams – creative, analytics, tech and others, in essence gaining exposure to key parts of WPP
  • This is a unique opportunity to play a key role in the early stages of a large project with lots of opportunity for growth
  • You will be able to attend all workshops and presentations organised by GTB and our partners, such as Google, Amazon, Facebook and others.

Responsibilities

Campaign Planning and Market coordination

  • Manage the cycle of a new campaign from idea to execution and reporting on performance with support from Account Director and colleagues
  • Provide FCSD clients with regular updates and reports on campaign performance for Paid Search media for UK and Germany
  • Work with our Search team to propose a road map for optimisation and testing
  • Liaise with creative teams for asset production and copywriting for email newsletters and PPC ad copy
  • Ensure all locally activated campaigns adhere to central guidelines
  • Work with media partners on strategic planning, budgeting, campaign ideation and approval on local and European level
  • Trouble shooting problems

Project management

  • Facilitate adoption of new technologies and strategies across biddable channels
  • Identify opportunities for testing and optimisation on biddable channels and work with the appropriate teams to roll out the tests
  • Enable sharing of learnings and performance insights between all central and local teams

Client Servicing

  • Become the GTB biddable lead for local clients, develop strong relationships with them through regular phone contact and email
  • Build trust by being transparent and honest, keeping local clients and Mindshare teams informed at all times
  • Be a source of expertise and encourage the development of the clients’ digital knowledge

 

Requirements

The ideal candidate will be able to demonstrate knowledge and experience in paid search campaign planning and optimisation. You will be familiar with and have experience of PPC for e-commerce and web analytics tools and participate actively in internal and client discussions. At least 2 years digital media experience required (will consider both local and international experience).

It would be beneficial, but not critical, if you have previous experience in the automotive sector and are well used to working with/managing different stakeholders such as creative account teams/planners, media owners and other 3rd parties.

Client servicing experience would also be essential and you should also be comfortable with speaking to multiple stakeholders at all levels.

Experience, Qualifications & Skills

  • Solid prior experience in a biddable media role (paid search or programmatic) and any experience in CRM marketing
  • Practical understanding and experience in planning campaigns on digital media
  • Good working knowledge of web analytics platforms (ideally Omniture, GA)
  • Client facing experience
  • Good copywriting skills would be a bonus
  • Experience in reporting and competent in Excel
  • Strong project management skills
  • Problem solver and a quick thinker
  • Flexible approach
  • Highly organised
  • Strong communicator with excellent interpersonal skills
  • Interest in paid search, digital media and advertising
  • Team player