Overview
The role is responsible for leading & executing the media agenda across all brands in the India Foods business.
Responsibilities
Lead full funnel connections strategy, planning & execution across India Foods portfolio (Lays, Kurkure, Doritos, Quaker, Red Rock Deli); define objectives & quantitative KPIs, allocate budgets & track progress
- Define Media/ campaign strategy including job-to-be-done that the campaign aims to achieve, ensuring it aligns with the overall brand and category strategies
- Identify quantitative KPIs for the JTBD, to measure and track 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 strategic, holistic & integrated connections plan for the brands including paid, earned & owned media, sponsorships/partnerships and ecom
- Lead full funnel investment planning & execution, managing tradeoffs across brand media and e-commerce media investments in partnership with finance and e-commerce teams
- 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
- 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
- Partner with ROIE teams to determine the ROI and Effectiveness of our campaign and media investments
Qualifications
- 10+ 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
