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Director, Integrated Media & Media Innovation

Company: Maesa
Location: New York
Posted on: June 25, 2022

Job Description:

About MaesaMaesa is the world's largest independent beauty company, housing numerous, fast growing "it" brands within all categories of beauty. We are a high growth global company in the middle of the transition from founder lead to private equity owned. With an incubation flywheel ideating on new global brand launches, Maesa pushes creative and technical boundaries to deliver exceptional performance and establish global staying power. Maesa has a keen focus on marketing and white space analysis, which guides its thinking on marketing existing brands as well as development of new brands through its extremely unique structure. We are vertically integrated globally with inhouse marketing, branding, product development/formulation, packaging design/engineering and regulatory. With a focus on modernity and sustainability, we design innovative solutions and make proactive choices to achieve environmental neutrality and consumer wellness. Maesa has mastered "commercializing creativity," making itself a leader in the fundamental revolutionary change in the beauty industry. Headquartered in New York and Paris, with additional offices in Los Angeles, Vienna, Dubai, Hong Kong, and Dongguan, Maesa employs about 400 team members worldwide.The Director of Media & Media Innovation will elevate Maesa's Owned Brands' experience for consumers in market, in service to our founder partners and to deliver shareholder value. The Director is responsible for media agency relationship and overall media management to maximize the return on the company's media/digital investment, while ensuring high levels of campaign effectiveness and efficiency. The role is a key contributor to driving revenue and profit through marketing ROI/ROAS optimization and Brand Equity. This role is also a key builder of organizational operation and capability in areas related to integrated communications and connections. The Director of Media is a sole contributor role within the company, partnering closely with the Director of Social, the Sr. Director of Omni-Channel, the in-house Creative Team as well as the Brand Marketing organizations.KEY RESPONSIBILITIES:Integrated Media Management

  • Leads annual integrated connections and content planning process for all brands across the Maesa portfolio.
  • Builds and maintains the strategy that guides Maesa's approach to integrated communications, including defining media models to support brand incubation, expansion, and scaling.
  • Recommends the annual media and digital plans that feed into the annual budget plan and overseeing the budget reporting.
  • Evaluates and identifies retailer media partnership opportunities that create value for retailer and Maesa and integrates with customer and brand planning.
  • Evaluates and identifies opportunities for media innovation and collaborations that create value in founder relationships and partnerships.
  • Recommends how Maesa will utilize new opportunities in media to elevate brand experiences and deliver against aggressive revenue growth glidepath and brand building.
  • Determines KPIs for all aspects of the media plan, defining what success looks like for all plans and establishing reporting.
  • Summarizes, shares, and actions results with the leadership team, founder partners, brand marketing and agency partners.Content & Connections
    • Enables the integration of connections, creative and content overseeing the process and ways of working with the media agency and in-house creative and social teams.Media Testing & Innovation
      • Leads agenda and learning plan to optimize media performance real-time and to elevate brand experiences through media and digital platforms in the future.
      • Leverages deep understanding of technology and media measurement techniques to measure testing & scale up plans.
      • Builds an evolving testing roadmap to establish which tests will be executed, including an understanding of budgets needed for all testing.
      • Communicates that testing roadmap, rallying the organization around key areas to test based on clear briefs and objectives.
      • Project manages all aspects of testing from conceptualization through execution; utilizes cross-functional influence to ensure strong test design and execution.
      • Understands when innovation is ready for platforming across brands and scaling into marketing plans and build process and protocols to enable. Agency Management
        • Stands-up and leads Maesa's media agency relationship and collaborates with agencies, vendors, and industry experts to build Maesa's media capability and to grow Maesa's understanding of the future landscape for media innovation.
        • Sets agency success metrics, conducts quarterly reviews and action plans to optimize agency performance and partnership with Maesa and Founder-Partners.
        • Proactively partners to recommend annual cost savings and media ROI improvements to feed into annual budget planning process.
        • Leads contractual obligations, renewals or where and when required RFP processes.
        • Recommends agency structure, partnership, and operating procedures for Europe and international, when and where applicable.Digital Transformation
          • Partner with the VP, Brand Experience to build Maesa's Brand Building and Brand Experience framework, including process and ways of working for connections and communications development.
          • Partner with VP, Brand Experience and IT to build Maesa's data & digital core and implement new AdTech and match technology across the organization.
          • Define and execute the roadmap for programmatic, precision and personalization of brand experiences at Maesa.Brand Safety and Data/Privacy
            • Lead Maesa's agenda in brand safety and data & privacy in partnership with IT and media agency to contribute to building brand trust.Media Capability Building
              • Act as subject matter expert within marketing for media management, emerging technology & media opportunities.
              • Builds power partnerships through Maesa, Founder Partners, Bain, Retailers, Media Agency, and industry network.
              • Lead trainings with marketing to build media capability and help to keep marketers on the forefront of what is new and coming.
              • Collaborate with brand, media, and creative teams to determine key priorities and align organization priorities with potential innovation approaches. Key Skills Required
                • Leadership: Envisions the future, energizes the organization, enables the team and operations, and executes with excellence. Thrives in a dynamic environment, operates with agility and speed, and leads with an accelerated growth and change orientation. Servant leader mindset complimented by positive and pragmatic approach.
                • Marketing Modernity: Future-oriented, challenges convention and anticipates opportunities. Inspires team with visions of possibilities and likelihoods. Embraces learning and brings new ways of doing things to Maesa.
                • True Partnership: True partner across functions, with retailers, founder-partners, and agencies. Acts towards and is dedicated to shared goals, wins and long-term success. Finds common ground, looking for a true win-win, and collaborates to solve problems for the good of all. Develops effective and true partnership with cross functional colleagues and external partners including retailers, agencies, and founder partners.
                • Consumer Centric & Brand Passionate: Puts the consumer at the center of everything and is passionate about brands and the beauty and personal care category and culture.
                • Trust Builder: Demonstrates ability to build trust with leadership, peers, agencies, and partners. Simplifies and communicates clearly and concisely with intent - says what they will do and does what they say.
                • Media with agency or media leadership within CPG/Beauty organization: Deep experience and capability in media and digital. Experience with social / influencer centric brands/categories valued.
                • Operations Orientation: Strong marketing operations orientation, planning and process management experience underpinning fast and daring in execution without compromising excellence and return on investment.
                • Agile: Proven track record of success working in a fast paced, high-growth environment valued. Willingness to roll up the sleeves when needed
                • Values Orientation - Embraces Maesa's values of Courage, Modernity, Partnership, Respect & Trust.
                • Education & Experience: Bachelor's Degree in related field with a minimum of 10 years of media experience.Any offer of employment is contingent on providing proof of COVID-19 vaccination prior to your start date, subject to approved medical and/or religious exemptions, in accordance with applicable law.

Keywords: Maesa, New York , Director, Integrated Media & Media Innovation, Advertising , New York, New York

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