Global E-retail Media Manager

Position Summary

Enhancing the performance of consumer connections is at the core of our Digital Marketing global roadmap and broader Marketing Transformation; therefore, digital media continues to play an ever-increasing critical role in connecting our brands (Absolut Vodka, Jameson, Chivas Regal, Havana Club, Ballantine’s and more than 200 in the portfolio) directly with our consumers and, just as importantly, shoppers.

At the same time, data today (whether ours or our partners’) is becoming the oil that enables a much deeper understanding of our audiences and that fuels our decisions on consumer and eShopper marketing activations that reach, engage and convert these very audiences the most effectively and efficiently.

To transform the company through data and ensure our digital media drive business results via data-driven decision-making, we are looking for a Global eRetail Media Manager to join our Global Digital Marketing team at the Headquarters.

Reporting to the Global Media Leader, this role will lead our eRetail Media strategic approach and roadmap across the Group, with the goal to enhance execution in the overall eCommerce performance marketing of our affiliates, balancing both strategy and support on execution, partnering with local Digital Marketing and eCommerce teams across the globe.

Key Responsibilities

GROUP ERETAIL MEDIA STRATEGY & ROADMAP
- Shape the eRetail media strategic approach for the Group - from demand generation and capture outside eCommerce (offsite media) to visibility and conversion on the ‘online L3F’ on eCommerce/eRetail sites (onsite media), and ranging across different channels (social, search, display and video )
- Collaborate with our media platform partners (Meta, Google ) as well as our retailer partners (Amazon and regional/local marketplaces, brick & clicks, pure players, on-demand/quick commerce platforms ) to leverage their data and be able to segment high-intent/high-affinity eShopper audiences, generate actionable insights and (re)target them to drive higher engagement & eBusiness performance
- Future-proof our eRetail media roadmap through pilots / TLOs on retailer data clean rooms of some of our key advanced eRetail partners in our mature eCommerce markets

PERFORMANCE MARKETING MEASUREMENT & EFFECTIVENESS
- Set global framework and establish or leverage processes/solutions to have a better visibility/consolidation of our eRetail media investment (offsite/onsite) an in sync with the profitability analysis exercise by the Global eRetail team
- Run and implement proof of concept (POC) on eRetail media monitoring and attribution tool/solution with tech partner and assess the value-add through use cases with key pilot markets
- Work closely with the CX Lab in the Global Digital Marketing team and the Regional CoEs in the definition and tracking of eRetail media performance KPIs as part of the Group Common Digital Marketing Objectives
- Develop and provide guidelines & toolkits to improve the conversion performance of our eRetail media activations/campaigns, optimizing our return on ad spend (ROAS) and increasing the overall effectiveness of our eRetail media activity and investment across the Group

CAPABILITY-BUILDING ON ERETAIL MEDIA
- Work hand-in-hand with the eCommerce Performance Manager from the Global eRetail team to find solutions and bridge the data gap in the eRetail media & commercial data availability/reporting of top eCommerce markets
- Support the CX Lab in the design & execution of use cases and experimentation pilots with selected affiliates, collaborating with them to scale up the learnings more widely
- Upskill the broader digital marketing and eCommerce community by supporting expertise trainings (iGrow eCommerce ) and during key regular forums (use case webinars, global Digital Marketing summit, global EAG meeting, Global Business Development townhalls )
- Share executive updates with Top Management (Global ACT community of marketing & commercial directors worldwide) on the progress of our global eRetail media roadmap and key results
- Be regularly on the lookout for new capabilities/solutions/partners in the field, piloting test & learns to assess & prove value, and identifying scale/impact potential for the global business

Scope
- Key internal stakeholders: Global eRetail team (Commercial); Global Digital Marketing team; Affiliate Marketing Directors, Digital Marketing and eCommerce teams; Regional Digital Centers of Excellence
- Key external stakeholders: Media platforms (e.g. Google, Meta, Pinterest ); Retail media platforms; eRetailers (e.g. Amazon, Carrefour, pure players); Specialist agencies and data monitoring partners
- Geography: 100% International
- Travel required: 10%, as needed

Experience/Qualifications/Skills

You will have:

- A Bachelor’s or Master’s degree in marketing management, online media or related relevant field
- Minimum 6 years of relevant experience in digital media and/or eShopper marketing cam