Integrated Media Manager - Digital Retail
The purpose of this role is to be the strategic media advisor for LATAM, serving as in-house expert to local teams, educating countries on the omnichannel media experience, tools and performance.
Define and recommend effective Consumer Media strategies across LATAM that reach, connect, engage and drive to sales, always integrated to brand marketing initiatives.
Lead strong partnerships with local Brand & Media teams, to support brand plans and provide creative recommendations for maximising brand performance.
Define Consumer Omnichannel journey within industry touchpoints in LATAM and recommend integrated communication to all media channels, online and offline.
Work closely with the Global Media team as the point person for LATAM media.
Work closely with the US VP Integrated Media & Omnichannel Marketing and piers to recommend media alignment, learnings and cost savings.
Specific responsibilities :
Lead relationships with agencies and digital providers to assure regional strategic alignments.
Provide exchange and interaction among countries to potentialize brand plans within LATAM.
Key contributor to long-term strategic recommendations for digital planning across the business.
Define analytics framework and process with agencies. Drive real time optimizations, reporting process, benchmark approvals and report back to HET / HIT.
Manage and maintain the accuracy and frequency of current media reports in partnership with the agency (Master flow, Rating Report, Competition Report, Media Dashboard)
Identify and recommend the best placement opportunities for content to assure relevance during the Consumer Journey, maximizing effectiveness and driving to sales.
Lead an Omnichannel mindset to leverage content to provide a seamless consumer experience in all media touchpoints.
Management and optimisation of Hasbro owned platforms integrating as part of the Consumer Journey.
Formulate and recommend best in c
lass asset delivery to ma
ximise SEO and retail sales.
Drive research on how LATAM consumers are adopting new technologies, platforms and digital tools to enhance consumer journey.
Responsible for sharing these learnings with internal teams.
Understand local insights from existent / new studies and profit from global insights to identify media consumption patterns of our target audiences and translate into a more consumer-driven strategy.
Staffing responsibilities :
Manage and lead others to ensure they have the skill sets, resources and support needed to deliver in their role and achieve objectives, and that they operate in a manner consistent with the Hasbro Values :
Ensure appropriate quarterly performance conversations take place to effectively develop and retain talent to meet current and future business needs.
Provide guidance on objectives and provide constructive feedback on performance on an on-going basis.
Lead by example : ensuring effective communication, support and recognition is in place.
Identify, recruit, retain and develop talent
Qualifications Required :
Degree level education (or equivalent) in Markeitng, Media or Communications.
Experince Required :
Experience of developing integrated media campaigns for Branded FMCG company.
Deep understanding of the shopper journey, both bricks and mortar and digitally, the key points of influence and what motivates shoppers.
Extensive planning knowledge of digital world, targeting both shoppers and consumers.
Deep understanding of consumer marketing, media consumption and how to influence consumer interest in brands.
Knowledge of :
digital and social platforms and operations
syndicated media and research tools
current trends and innovation in media, tracking, analytics and research
Able to work with ambiguity and a matrix of brands and audiences.
Thorough understanding of the media process, media department and inter-department relationships.
Balanced ability to perform analytically and creatively.
Familiarity with offline media concepts.
Experience of writing and delivering effective presentations, including to Senior Managers and Retail customers.
Managing 3rd parties, Agencies, Licensors, etc.
Project management experience.
Exposure to PR, events and social strategy and how this are integrated into an overal
l strategy for a brand or aud
Experience in or working with a Toy / Game or Entertainment business
Shopper / Customer / Trade Marketing Experience.
Strengths Required :
Careful execution and strong attention to detail
Strong analytical and data evaluation skills
Preparation and ease with collaboration and information share including bringing actionable suggestions, research data and case study examples.
Passion for innovation and excellence in media.
Speed and efficiency; persistency and follow-through
Expert use of PowerPoint and Excel
Can adapt while minimizing impact on project momentum.
Advanced computer skills (MS Word, Excel, PowerPoint)
Acts judiciously when making decisions.
Proficient with numbers and budgets
Demonstrated ability to generate and present well-considered solutions
Behaviours Required :
Preparation and ease speaking and participating in media discussions.
Anticipates & proactively addresses challenges / issues.
Conducts themselves with character & integrity.
Ability to lead, manage, motivate and develop others.
Thinks differently, proposes new ideas and acts with courage.
Demonstrates an entrepreneurial attitude.
Enthusiastic Brand Champion, both internally and externally
Considers cultural and geographical differences.
Demonstrates Brand and consumer Centered Thinking.
Ability to establish realistic plans and identify action steps.
Ability to convey clear expectations and juggle multiple priorities.
Makes timely decisions and acts.
Provides sound rationale for recommendations.
Focuses on customers and consumers.