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Job Description
Roles & Responsibilities
The Media & Digital lead is responsible for translating category and brand strategies into best-in-class consumer experiences across traditional and digital media touchpoints with the objective of strengthening results delivery and ensuring engagement and awareness amongst our target consumer groups.
Internal benchmark scores for brands & to ensure consistency of the brand communication consumer journey across the various media channels
- Develop and implement comprehensive media & digital strategies across various channels (traditional media, social media, etc.), and optimise suitable mix of channels and formats to deliver against the brand campaign objectives through holistic consumer journey
- Ensure that media agency recommendations are in line with marketing objectives and that they include elements of innovation and creativity
- Implement social first thinking and delivery across portfolio of brands & liaise with local social first content agencies to deliver against the set objectives. Guarantee creative excellence, brand consistency and effectiveness (ROI)
- Demonstrate digital thought leadership and awareness of evolving trends; ensuring creativity across channels, finding and executing opportunities while creating efficiencies and driving creative excellence
- Working closely with the media agency to ensure comprehensive plans development in line with marketing objectives and delivering against internal benchmarks with consistency and innovation
- Define clear eco-systems with channel roles and holistic consumer journeys across Paid Owned and Earned
- Ensure campaigns and always on plans are executed on time in full (OTIF) and are optimized on regular basis to achieve KPIs of excellence
- Create a data framework for activations to monitor and evaluate digital & media campaign performance, including the creation of a test and learn agenda.
- Ensuring that campaigns are optimized on regular basis to achieve KPIs of excellence
- Conception and implementation of media measurement strategies across brands (MMM / BLS etc.)
- Oversee the end-to-end organic content creation process, from ideation and planning to execution and optimisation, ensuring all content aligns with brand guidelines, BET strategy and assets ensuring it resonates with the communities we are engaging with.
- Manage the relationship with key agency partners by providing clear and insightful briefs that Content Supply Chain (powered by AI) and the local creator ecosystem.
- Ensuring digital content is culturally relevant, engaging and authentic content output.
Desired Candidate Profile
Digital marketing experience: Preferably in the beauty industry. This experience could include developing and implementing digital marketing campaigns, managing digital marketing budgets, and tracking and analysing digital marketing metrics.
A strong understanding of different media channels: Including paid search, paid social, display advertising, and affiliate marketing.
Content Creation Leadership: Proven experience in leading creative content teams or projects, ideally in beauty or a related industry (fashion, lifestyle).
Social Media Content Creation: Experience as a social media content creator is highly desirable with strong understanding for local culture and platform nuances and trends. At a minimum the candidate should have experience in leading content development through agencies.
Agency Management: Proven success briefing, managing, and collaborating effectively with external agencies, ensuring high-quality output and brand consistency.
Campaign management and optimisation: Experience managing and optimising media campaigns to maximise return on investment (ROI).
Gen AI Application (preferred not essential): Demonstrable experience using generative AI tools for content creation
Core Content Creation & Leadership:
- - able to intuitively understand and relate to what consumers need, distil data to get to insights that resonate with consumers.
Active listener - considering the perspective of others, activating the right plan based on holistic understanding of the business challenge and business need.
Visual Storytelling: Strong understanding of visual elements (photography, video, graphics) and how they contribute to brand storytelling in beauty.
Performance Analysis: Tracking content performance metrics, deriving insights, and adapting strategies to optimise engagement and achieve objectives.
Commercially minded - able to identify opportunities and deliver business results through digital.
Resilient and influential - thriving on challenge, bringing colleagues along on the journey.
Passion for Beauty: A demonstrable passion for the beauty landscape, its products, keeping up with trends, innovations, and key players, reflecting a genuine enthusiasm for the field.
Technology & AI Integration:
Generative AI Understanding: Knowledge of how Gen AI tools work, their capabilities and limitations in content creation (e.g., generating copy ideas, image prompts).
Tech-Savviness (essential): Comfort exploring and evaluating new content creation tools and platforms relevant to beauty (AR/VR, interactive experiences, etc.).
Department / Functional Area
Keywords
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