Senior Global Paid Media & Analytics Manager

<p>Our Global Brand, Marketing &amp; Communications team are looking for an experienced and highly capable Global Paid Media &amp; Analytics Manager to join the team in a newly created role. As a global financial institution, we redefine banking at times of incredible change: a journey powered by technology, centred around our customers, and driven by smart, determined teams.</p><p></p><p>Our people from all backgrounds reflect the diversity of the communities we serve, drive innovation and shape the future of our company. Regardless of your background, religion, or lifestyle, you’ll be welcome here. Our purpose is to empower people to stay a step ahead in life and in business.</p><p></p><p>The global brand &amp; marketing ambition is to establish a truly differentiating and effective brand across all markets and business lines that we operate in. A key enabler in meeting this ambition to is to grow our global marketing capabilities across the entirety of the marketing funnel.  </p><p></p><p>As a Global Paid Media &amp; Analytics Manager, you will play a pivotal role in shaping this capability growth in close collaboration with our local markets.</p><p></p><p><b>The team</b></p><p>In this new role you will join the Media, Analytics &amp; Insights team (which is a core function under the Global Brand &amp; Marketing umbrella) and report into the Expert Lead Media, Analytics &amp; Insights. The Media, Analytics &amp; insights team currently consists of 1 expert lead, 3 brand &amp; marketing research experts, and one Martech expert.</p><p></p><p><b>Roles and responsibilities</b></p><p></p><p><i>Paid Media Strategy and Capabilities Development</i></p><ul><li><p>Formulate global paid media strategies across traditional and digital channels that consider local context, industry best practices, and both brand and performance objectives.</p></li><li><p>Establish and implement a global data strategy, with emphasis on first-party data opportunities for paid media marketing.</p></li><li><p>Assess maturity of paid media capabilities in markets, create plans on how to improve the maturity of these capabilities, and deploy this across markets.</p></li><li><p>Work closely with local market teams to support the creation and alignment of initiatives with overall global brand &amp; marketing objectives and targets.</p></li><li><p>Identify and conduct tests on emerging channels and technologies, such as AI, and explore new methods to increase digital reach and improve efficiency across all markets.</p></li></ul><p></p><p><i>Marketing Budget Management</i></p><ul><li><p>Oversee and report on global marketing budget allocation and pacing across markets &amp; ensuring maximum effectiveness, by steering on marketing budget health metrics.</p></li></ul><p></p><p><i>Paid Media Partner Management</i></p><ul><li><p>Manage &amp; strengthen global relationships with external agencies, and facilitate global media auditing program to quantify agency performance in buying and service delivery.</p></li><li><p>Manage &amp; strengthen global relationships with ad platforms e.g. Google, Tiktok, Meta, and initiate improvements in technology, data and ways of working.</p></li><li><p>Manage &amp; strengthen global relationships with MMM partners to gain benefits globally and in local markets.</p></li></ul><p></p><p><i>Marketing Effectiveness, Marketing Mix Modeling, Analytics &amp; Optimization</i></p><ul><li><p>Drive a global marketing mix modeling program. Work with an external partner to develop models, create insights and recommendations on the performance of our marketing channels, across our 9 retail markets. Work with the markets to drive adoption of recommendations, and drive business impact.</p></li><li><p>Drive the global approach to attribution modeling e.g. multi-touch attribution and guide local markets on optimal usage.</p></li><li><p>Analyze market performance data to uncover insights and inform strategic decisions at global and local level.</p></li><li><p>Ensure marketing effectiveness analysis is closely connected to relevant business/commercial outcomes.</p></li><li><p>Utilize business intelligence tools such as Power BI and Tableau, in combination with Google Analytics, Adobe Analytics, or similar to create transparency and track global KPIs/targets, and identify opportunities for improvement. Establish global KPI’s and performance benchmarks while allowing for local market adaptions as applicable.</p></li><li><p>Establish and foster experimentation culture amongst all markets including driving A/B testing, continuously optimizing creatives, ad copies, and landing pages to enhance performance. Set global standards for experimentation and promote test and learn culture across group.</p></li><li><p>Develop standardized methodologies for measuring marketing performance that can be adopted across markets.</p></li><li><p>Aggregate data and insights from local markets to identify global trends, performance drivers and optimization o