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about 1 month ago
O2
Location: Uxbridge
Job type: Permanent
Sector: Design / Branding Agency
Category: Marketing Director Jobs
Head of Media and Brand Strategy

Overview

We are looking for a Media and Brand Strategist to help us grow our reputation in the market and appeal to a larger audience. This role requires an imaginative, commercially aware, strategic thinker. Reporting into the CMO and working with all ATL and BTL channels, this role will be focused on how to turn the strengths of our brand into competitive advantages in the minds of potential members. They will achieve this with a deep understanding of brand and the proven ability to maximise our media mix to the right audiences in a measurable way, working across teams with excellent interpersonal skills.

Brand

Drawing together the brand levers we currently have across all marketing and product functions and tightening them under one brand vision

Determine the key elements of our brand to create a unified brand experience that can be repeated to inspire, differentiate and position giffgaff in the minds of potential members

Overseeing and guiding all comms, ensuring it ladders up to that vision with an overall strategy for delivering comms across the right channels in the most cost effective and optimised way

Gain a comprehensive context for brand and media strategies by analysing a range of information in great detail, including demographics, socio-economics and relevant markets

Staying abreast of the latest trends and thinking through how to apply those trends to help meet business goals

Working with insight, stakeholders and with the advertising and social heads, find an 'angle' on a specific product or service on which to base campaigns

Reconcile the differences between consumers' current perceptions of the brand and the way in which we would like the giffgaff brand to be perceived

Analyse and interpret customer response and sales data to evaluate the effectiveness of the approach

Develop guidelines to promote our company across various channels

Media Analytics

Experience working with Econometrics models essential. As is a proven track record of using and applying resulting insights

Ensuring econometric modelling best practice, generating insight and optimising investment to improve ROI

Defining measurement and establishing KPIs for media investment and ensuring effective measurement, capturing insights and learnings for the future

Interrogating and challenging media plans to ensure they are optimised vs objectives to maximise cost efficiency and appropriate innovation on a micro (daily) and macro (annual plan) basis.

Relationships

Overseeing and maintaining strong media agency relationships

Maintain and refine effective ways of working between internal marketing teams and external partners to optimise resources and help ensure smooth delivery of class leading campaigns

Working closely with marketing and product marketing functions to ensure a single customer view (prospective members) and an aligned member experience integrating all messages into a single media plan

Working closely with internal and external analytics teams to ensure that all our decisions are based on evidence and data and impact is measured accurately.

Planning

Overseeing effective operation of the media planning and budget control and assure quality of output

Apportioning media investment on an annual and quarterly basis to ensure key products, projects, propositions and campaigns can be executed effectively

Ensuring rigorous budget control across all items of marketing expenditure

Ensuring all media initiatives are objective-led with a clear rationale and business benefit

Managing the overall media strategy and planning framework

What will you need?

An enabling leadership style that takes non direct reports on the journey and ensures everyone is inspired

The ability to work well with others whilst forming and articulating your own views and opinions

Media strategy, comms planning and analytics experience (from agency or client side)

Usage of advertising technology platforms and experience with applying insights and making quick decisions

Understanding data and applying data to strategic decisions is a must

A demonstrable understanding and experience working across all media channels, plus understanding of performance and brand media and how they can work together

A deep understanding of cross channel applications of a brand, particularly in digital channels

Extensive experience in delivering on set goals and KPIs

A proven track record of achieving process and procedural compliance

A methodical approach to problems with the ability to analyse data and implement the best possible solution

Highly organised with an unwavering eye for detail

Requirements

Strong background in omnichannel media planning

Highly skilled with analytics, attribution and econometrics

Extensive experience with brand management and a good understanding of our industry

Agency experience would be preferable alongside media expertise

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