Senior Digital Activation Manager, Diageo

• 5-7 years of progressive responsibility in digital media; including directly managing paid social media preferably for a major consumer packaged goods, alc bev, or luxury brand
• Other areas of relevant experience include performance marketing, digitable biddable media, product management, website development, and retail/commerce
• Bachelor’s degree or equivalent experience, preferably in marketing or related field
• Experience in using social media UI and analytics platforms such as Sprinklr or native channel analytics such as Facebook Insights/Business Manager, Pinterest, etc
• Proven record of building and leading driven and dynamic teams, with a track record of driving successful performance results
• Comfortable working with sophisticated challenges, appreciating both collaboration with others and white space/autonomy, with ability to operate seamlessly in a rapidly-changing environment
• Excellent verbal and written communication skills, demonstrating critical thinking ability
• Savvy about how to use large data sets to generate insights, future campaigns / creative and sophisticated marketing/advertising programs
• Expert Excel skills and a comfort with pivot tables
• Deep analytical abilities and understanding of measurement methodology for channel and platforms, in order to inform and develop campaign reporting; comfort with development and implementation of test & learn opportunities
• Standout colleague who is energetic with a relentless drive to succeed, passion for marketing, media & digital and is great teammate and leader

Desirable

• Reporting to the Digital Director, North America, we have a role for a Sr. Digital Activation Manager to co-lead our agile, creative and resourceful In-House Paid Social/Digital Activation team
• The team merges the art and science of paid media and creative content to optimize multi- million-dollar campaigns and drive tangible business results, predominantly on social platforms, across our US and Canada brands
• This person will work very closely with our media planning team both on the agency and in-house side, as well as our data and M&E experts to consider the best ways to activate and optimize digital media through channels such as social, video and media bought programmatically
• They will lead feedback to the planning group so that digital is planned and activated most optimally across our brands
• Based in our New York Offices and working hand and hand with the Central Media Team (CMT) and brand management teams, the role will be wide and varied which means you will be liaising with a large number of both internal (e.g. brand, ecommerce, measurement, etc.) and external (e.g. media, talent, creative agency) partners, therefore exceptional communication and organizational skills will be key
• Manage Paid Social strategy and media activation across our brands
• Overarching leadership role for the channel as a whole
• Direct oversight for ½ the brand portfolio
• Co-Manage a team of 8 digital media managers and associates, overseeing their performance, fostering their individual growth, and driving collective business growth
• Cross-functional collaboration with CIA media team, CIA M&E team, Diageo brand teams, Diageo commercial teams and agency partners
• Build strong relationships across groups and continue to evolve processes to best serve the team and the broader Diageo business
• Consider how a brand is activated in a digital ecosystem- examples below but not limited to:
• Data targeting and retargeting to create continuous performance loop
• Interrogation of all digital brand plans to ensure targeting, contextual adjacencies, etc are considered best in class
• Creation of the right balance of investment between partners and campaigns, ensuring they are all working together and with broader digital plan to drive business goals
• Measurement to ensure plans are properly evaluated and optimized
• Work directly with media planning both internally and with our agency to plan campaign strategies and tactics, as well as media and creative agency partners to ensure well-rounded strategies are properly activated in digital
• Manage day to day function and operations of social media across the team, supervising performance and leading optimization of paid social media
• Inclusive of media strategy and planning as well as activation across Vayner and in-house team on platforms like Meta, Pinterest, Snapchat, TikTok and others
• Provide final alignment on media plans across the portfolio
• Primary Diageo point of contact for social platform relationships (e.g. Meta, Snapchat) including both day-to-day management and long term growth/evolution
• Collaborate across teams with groups like e-commerce and CRM to bring to life how data works into the ecosystem ensuring our plans are driving to omnichannel purchase, enhancing integration across the portfolio. Partner with these groups directly on execution of lower-funnel initiatives
• Communicate strategically with brand teams, with major relationship ownership on digital-first brands, collaborating also with their respective creative agencies to lead creative optimization
• Oversee the administration and billing operations of Diageo North America infrastructure across social media accounts and media agency budget tracking/operation tools: responsible for budget tracking, full budget delivery, and actualization tracking
• Leverage data-driven insights to inform planning and optimization for future media and content strategies
• Lead testing and analysis of media campaign performance metrics. For social, includes using internal social analytics and return on investment measurement tools to optimize performance and meet business objectives
• Oversee in-house team in presentation of key analysis and takeaways delivered in regular social reporting directly to brand teams (concise, visual, data-driven and actionable)
• Partner with measurement team to evolve MMM return on investment analysis of lower funnel social media

• End Date: November 9, 2024 (7 days left to apply)
• Job Posting Start Date: 2024-10-29