Senior Global Paid Media & Analytics Manager

Our Global Brand, Marketing & Communications team are looking for an experienced and highly capable Global Paid Media & 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.

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.

The global brand & 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.  

As a Global Paid Media & Analytics Manager, you will play a pivotal role in shaping this capability growth in close collaboration with our local markets.

The team

In this new role you will join the Media, Analytics & Insights team (which is a core function under the Global Brand & Marketing umbrella) and report into the Expert Lead Media, Analytics & Insights. The Media, Analytics & insights team currently consists of 1 expert lead, 3 brand & marketing research experts, and one Martech expert.

Roles and responsibilities

Paid Media Strategy and Capabilities Development

• Formulate global paid media strategies across traditional and digital channels that consider local context, industry best practices, and both brand and performance objectives.

• Establish and implement a global data strategy, with emphasis on first-party data opportunities for paid media marketing.

• Assess maturity of paid media capabilities in markets, create plans on how to improve the maturity of these capabilities, and deploy this across markets.

• Work closely with local market teams to support the creation and alignment of initiatives with overall global brand & marketing objectives and targets.

• 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.

Marketing Budget Management

• Oversee and report on global marketing budget allocation and pacing across markets & ensuring maximum effectiveness, by steering on marketing budget health metrics.

Paid Media Partner Management

• Manage & strengthen global relationships with external agencies, and facilitate global media auditing program to quantify agency performance in buying and service delivery.

• Manage & strengthen global relationships with ad platforms e.g. Google, Tiktok, Meta, and initiate improvements in technology, data and ways of working.

• Manage & strengthen global relationships with MMM partners to gain benefits globally and in local markets.

Marketing Effectiveness, Marketing Mix Modeling, Analytics & Optimization

• 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.

• Drive the global approach to attribution modeling e.g. multi-touch attribution and guide local markets on optimal usage.

• Analyze market performance data to uncover insights and inform strategic decisions at global and local level.

• Ensure marketing effectiveness analysis is closely connected to relevant business/commercial outcomes.

• 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.

• 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.

• Develop standardized methodologies for measuring marketing performance that can be adopted across markets.

• Aggregate data and insights from local markets to identify global trends, performance drivers and optimization opportunities.

• Act as a strategic partner to local marketing teams to ensure alignment on effectiveness goals and measurement tools.

Collaboration & Stakeholder Management

• Work closely with local media, digital acquisition, branding, and marketing teams to ensure seamless execution of marketing initiatives.

• Transform complex paid media ecosystem into clear and definitive language for senior business leaders.

• Provide regular global performance reports and actionable insights connected to business/commercial outcomes to senior stakeholders.

• Stay updated on industry trends, algorithm changes, and emerging technologies in the paid media space.

• Connect global paid media community in local and global teams to foster growth, improvement in skills and continued development.

How to succeed

We hire smart people like you for your potential. Our biggest expectation is that you’ll stay curious. Keep learning. Take on responsibility. In return, we’ll back you to develop into an even more awesome version of yourself.

We are looking for a team member with the following knowledge and experience:

• Minimum 10+ years professional experience in media & marketing, preferably in the financial services or banking sector.

• Experience with stakeholder management and corporate experience in complex multi-national organizational structures, working in a global team, teaming up with local markets.

• Experience with traditional & digital media planning & buying, either at advertiser or agency environment.

• Proven expertise in managing campaigns across traditional and digital channels such as TV, radio, print, OOH, search, social, affiliate, display, video and programmatic channels.

• Experience connecting marketing performance and business/commercial variables.

• Experience with marketing mix modeling, ideally deploying it across markets.

• Experience with marketing analytics, attribution modeling and dashboarding.

• Experience with marketing technology such as ad platforms (e.g. Google, Meta, Tiktok), web analytics (e.g. Google, Adobe), BI (e.g. Looker Studio, Power BI, Cognos), CDP (e.g. Tealium, Adobe), marketing automation (e.g. Salesforce, Hubspot).

• Proven experience of structuring and solving complex business problems using data and technology.

• Excellent understanding of data privacy regulations (e.g., GDPR, CCPA) and their impact on digital marketing

• Master or Bachelor degree in marketing or other relevant degree

You as a person

Have the talent to take it on and make it happen, you love to help others to be successful and you are always a step ahead. In other words, you strive to bring fresh ideas to life and embrace challenges in a fast changing and complex environment. You are a naturally collaborative person who listens and invests in others to achieve common goals. You like to challenge the status quo and are eager to propose creative solutions to problems.

• Team player with excellent interpersonal and communication skills.

• Strong stakeholder management and influencing skills.

• Strong project management skills, managing multiple projects next to each other.

• Strong analytical skills, delivers with accuracy.

• Data driven attitude: true data curiosity and the ability to derive new insights.

• Strong multitasking and prioritizing skills in fast paced environment.

• Shows initiative, is pro-active and self-starting, and is a resourceful problem-solver.

• Flexible, likes to explore, can handle changes, and not yet set project boundaries.

• Excellent level of English, spoken and written.

• Creative approach to problem solving; always looking for improvements.

• Willing to travel to ING markets, and to support projects locally if required. Travel <10%

• Proficiency with business tools e.g. PPT, Excel, Outlook.

Rewards and benefits

We want to make sure that it’s possible for you to strike the right balance between your career and your private life. Find out more about our employment conditions.

The benefits of working with us at ING include:

• 25-28 vacation days depending on contract

• Pension scheme

• 13th month salary

• 8% Holiday payment

• Hybrid working

• Personal growth and challenging work with endless possibilities

• An informal working environment with innovative colleagues

About us
Curious about how ING empowers people and businesses to move forward? Discover what we do and what we can offer you.

Questions?
Contact the recruiter attached to the advertisement. Want to apply directly? Please upload your CV and motivation letter (max 300 words) by clicking the ‘Apply’ button.