The Media Performance Senior Specialist is an experienced media professional who will manage all key National In Market (NIM) campaigns and work closely to strategically align these plans with Dealers Tier 3 media efforts to maximize media effectiveness and support annual retail sales goals
The person in this role will serve as the main point of contact for the performance media teams with our agencies as well as for key media vendors like Google and Meta. The specialist will stay current on emerging trends and technologies in the digital media landscape and make sure that Volkswagen is prepared to keep up with these changes. They will also work closely with internal stakeholders like Content team, Network, Incentives, Analytics and IT Security to develop data strategies, customer journeys, tracking and reporting.
This position directly supports the Manager with a core focus on helping Volkswagen dealers maximize local advertising efforts through the coordination and implementation of Dealer Operations Marketing Programs. The ability to operate and optimize cross-tier within these programs is essential.
The team is responsible for aligning and implementing brand strategy, consistently, across multiple marketing tiers. The growth goals require the entire dealer network to be fully optimized and engaged. This position directly supports the Manager - Media and Dealer Ops with the core focus of helping dealers maximize local advertising efforts through coordination and implementation Dealer Operations Marketing Programs. The ability to operate and optimize cross-tier within these marketing programs is desired. This position will support the larger teams work across all tiers of marketing.
RESPONSIBILITIES
- Performance Media and Strategy and Execution
- Work closely with content team and creative agencies on asset needs and planning to execute effective media plans
- Manage implementation and launch of always-on performance media campaigns.
- Support Seasonal Sales campaign strategies and reporting.
- Understand business and market needs and develop and implement incremental media plans across programmatic, social, search as needed to support sales goals.
- Review media reporting and campaign performance and work with media agency on in-campaign optimizations
- Work closely with agencies and internal teams to ensure full funnel strategic alignment across Tier 1 and Tier 3 performance media tactics and channels.
- Work with key media vendors (e.g. Meta, Google, Yahoo, The TradeDesk) to drive innovation and make sure we are working as effectively and efficiently as possible with their offerings.
- Analytics and Data
- Manage all aspects of media measurement and campaign tagging. Ensure alignment between Analytics Agency and Media Agency to deliver insights and performance results through meaningful dashboards and campaign reporting.
- Serve as lead for monthly executive and director level media reporting.
- Lead privacy readiness efforts to prepare for tag-less future by leading development of 1st Party Data and Media Strategy with Data Privacy, Legal and IT Security.
- Work with Digital Operations Colleagues to implement usage of any new MarTech tools (e.g. CDP or data connectivity platform). Develop use cases and ensure adoption with Media Agency.
- Partner closely with Digital Analytics team to: improve customer journey and campaign tracking capabilities, align media and website analytics and develop measurement framework.
- Develop yearly learning agenda and testing opportunities with media agency that aim to deliver against business objectives.
- Dealer Marketing Program and Regional Support
- Dealer Operations Marketing Programs: Play a key support role in the management and evolution of growing Dealer marketing programs.
- Planning and Maintaining Budgets
- Implementation and ongoing daily maintenance
- Review, approval and roll-out of program enhancements and guideline update
- Issue resolution at the regional and Dealer level
- Agency and Vendor Management
- Serve as main point of contact for the Search, Social and Programmatic buying teams as well as the Marketing Sciences team at media agency
- Work closely with media partners to develop Annual U.S. Joint Business Plan and ensure we are taking advantage of alpha, beta, testing, measurement, research and added value opportunities.
- Lead ongoing conversations for Tier 3 on media packages.
- Lead ongoing conversations for NIM campaigns.
REQUIREMENTS
- Bachelors Degree in marketing, Business or related major
- MBA or Masters degree is a plus
- 7-10 project management required
- 3-5 years of experience agency or client side recommended.
- Automotive experience preferred
- Strong organizational skills, analytical and detail-oriented mindset
- Budget Management experience
- Exceptional creativity and the ability to think outside the box
- Excellent communication and presentation skills - both written and oral
- Analytical, problem solving and conceptual thinking skills
- Creative issue/problem resolution
- Strategic Planning and Development
- Proven project management skills including the ability to manage cross-functional delivery team
- Ability to multi-task and work within a rapidly changing environment
- Ability to distill complex concepts into a clear, concise and understandable presentation.
- Self-initiative - ownership of role by actively working and achieving goals and objectives. This includes communications, coming up with creative solutions, providing guidance, implementing recommendations.
- Collaboration - cooperative team player and exhibits this in work groups and team meetings
- Ability to clearly identify dependencies and key stakeholders, provide clear support for recommended strategies and timelines and the ability to present plans to upper and executive level management.
- Integration - joining people, processes or systems
- Willingness to be an advocate for the field and retail organization
- Influencing and negotiation skills
- Demonstrated project leadership (ability to lead more than one simultaneously)
- Excellent understanding of Digital Advertising, Internet technologies, web site design and related disciplines
- Proficiency with Microsoft Office products (Excel, Word, PowerPoint and knowledge of Project)
- Direct dealer experience in OEM field organization or agency
- Automotive dealership or provider experience
- Familiarity with creative and production processes
- Proven account management skills
WORK ENVIRONMENT
- On-site presence at HQ office is required 3 times per week.
- Domestic travel for field and dealer training, dealer and agency meetings a few times per year.
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