Paid Media Strategy/Paid Integrated Channel Strategy

Paid Media Strategy/Paid Integrated Channel Strategy

Develop and execute comprehensive group paid media strategy & complementary segment/cluster media strategies to support marketing objectives and drive revenue growth

• Overall paid media budget and activity management including clashing and optimization
• Development and implementation of paid media process aligned to overall campaign management process
• Overall management of paid media agency and performance thereof

Collaborative & Integrated Approach

Work closely with cross-functional teams including marketing, analytics, creative, and web development to align paid media efforts with overall marketing objectives and ensure a cohesive customer journey. Developing principles for increased and improved ways of working between segments/clusters and agency partners, driving integration and collaboration

Media Efficiency, Savings and additional value

Group media owner commitments and deals including savings and added value inclusive of tracking and reporting. This also includes alignment and value enrichments with Corporate Communications, additional added value from media owner partnerships and increased share of voice whilst Leveraging paid media spend into the earned media space

• Developing deeper and valuable partnerships with media owners and publishers across online & offline channels/platforms.
• Media owner and platform relationship management

Audience Targeting

Conduct research and utilize audience insights to identify target segments for each campaign. Develop tailored messaging and targeting strategies to reach and engage the desired audience.

• Collaborate with the creative teams (online & offline) to develop compelling ad creatives that align with the brand's messaging and marketing objectives.
• Continuously optimise ad performance by conducting A/B tests, refining targeting parameters, and implementing best practices.

Performance Tracking and Reporting

Monitor and analyse key performance indicators (KPIs) for paid media campaigns, providing regular reports on campaign performance, insights, and recommendations for improvement and optimisation. Measurement and data analytics on channel performance and optimisation across all paid media channels and segments/clusters within the group

Conversion Rate Optimization (CRO)

Collaborate with the digital marketing & digital channels development teams to optimize landing pages and user journeys to improve conversion rates and overall campaign performance

Remarketing and Retargeting

Develop strategies for remarketing and retargeting campaigns to maximise conversions and nurture

Stay Abreast of Industry Trends & shifting media landscape

Stay updated on the latest trends, tools, and best practices in paid media advertising. Continuously explore new opportunities and emerging platforms to drive innovation and maintain a competitive edge. First to market paid media innovation in shifting media landscape across ATL and digital channels

Competitor Analysis & Benchmarking

Conduct regular competitive analysis to benchmark performance, identify opportunities, and adjust strategies accordingly. This is inclusive of Category Paid Media Benchmarking across all channels and competitor categories

Cross Paid Media Channel Content Management & Tracking

Advise on appropriate messaging and content in line with channel roles within overall brand marketing strategy

Skilling & Capability Building

Paid training and upskilling across categories and brand teams

Risk Mitigation, Governance & Compliance

Best practice paid media process to ensure risk mitigation and campaign implementation. Development of risk, compliance and governance frameworks for paid media

Qualifications and Experience Required

• Bachelor's degree in marketing, advertising, media or a related field.
• Proven work experience as a Paid Media Manager, Business Unit Head, Paid Media Strategy Lead or similar role, preferably in an agency or corporate
• Commercial edge - strong commercial focus to drive effective and efficient use of paid channels driving increased share of voice and savings optimisation
• In-depth knowledge and hands-on experience with platforms such as Television Channels, Outdoor, Radio, Google, Meta, LinkedIn, TikTok, and other paid media platforms
• Experience with A/B testing and conversion rate optimization strategies
• Solid understanding of digital media metrics and KPIs
• Familiarity with website analytics tools such as Google Analytics or similar
• Pan-African/ Multi Market experience is high beneficial
• Stakeholder management - history of managing internal and external stakeholders (media owners, media, agencies and production houses)
• Excellent communication and presentation skills, with the ability to convey complex concepts and data to stakeholders.