Integrated Advertising and Media Director (FTC)

MAIN RESPONSIBILITIES

Advertising Creative Development and Measurement

• Work with entire EMEA leadership team to align advertising with other marketing tactics in integrated marketing strategy and plan, identifying opportunities for alignment.
• Responsible for developing creative briefs, directing advertising agencies to ensure creative is in line with Go To Market (GTM) plans, strategic goals and brand guidelines, negotiate feedback from across EMEA countries and Brand Management to ensure varied input is reconciled against strategic intent.
• Partner with Enterprise Market Research and Analytics teams team on short-term and long-term creative and media research and measurement plans.
• This role manages an EMEA Advertising Executive. Oversee their review of layouts and advertising copy for adherence to specifications and work with Legal to ensure compliant creative. Work with transcreation agencies to translate ads into local languages.
• Works with digital team to map journey and ensure digital integration.
• Define measurement programmes to analyse effectiveness of campaign creative and media plan, adjust campaign creative and media to meet objectives.

Media planning and buying

• The EMEA Advertising Director will define the media strategy for the region in line with channel Go-To-Market plans. They are responsible for ensuring that the strategy is understood and adhered to.
• Regional Marketing Managers (RMM) consult with the EMEA Advertising Director to define the role display, content, social and paid search advertising will play in the GTM plans. The EMEA Advertising Manager develops media plans to align with marketing strategy.
• Oversight of EMEA Advertising Executive in relation to development and management of media plans in line with the strategy.
• Directs the media planning agency to create and execute the media schedule and provides counsel on how best to allocate display advertising budget to achieve goals.
• Responsible for precision management of EMEA Media budget and allocation of this in line with business strategy.

Advertising and Media Best Practices

• Acts as advertising and media center of excellence within EMEA by keeping up to date with relevant new media formats and competitor advertising initiatives and implements design change where appropriate. Maintains relationships with the media sales reps and explores value-added opportunities. Read trade journals, professional literature, and attend conferences to stay informed on trends, innovations and changes that affect advertising strategy and media planning.

Vendor Management

• Manages EMEA Integrated Creative Agencies, Media Agency and Production Agency. Ensure vendor's adherence to contract terms and quality. Negotiate terms of vendor contracts.

Associate Management

• Management, development and coaching of one contractor and/or associate responsible for media planning, media plan management, advertising production, and specific advertising creative development.

TYPICAL QUALIFICATIONS

Required:

• Degree level and 10 years of experience or A-level and 15 years of experience
• Relevant financial services experience
• Strong background in integrated advertising strategy development.
• Strong background in social, paid search, print and digital advertising.
• Strong background in B2B media buying