Global Marketing Director – Media, Digital & Effectiveness PERNOD RICARD

Global Marketing Director - Media, Digital, and Effectiveness

Mission

• You oversee the global development and rollout of a cohesive global consumer and digital marketing strategy & roadmap, accelerating and optimizing consumer connections & touchpoints along the user journey to drive consumers closer to our brands
• You accompany and enable the global change we are in in terms of performance and effectiveness of our organization (data-driven decision making, performance mindset, virtuous feedback loop, etc.)

• You will be part of the Marketing Leadership Team (MLT) and are a key point of contact for the group's Marketing Directors, serving as thought leader and partner on all things media, digital, and performance.

Key Accountabilities

• Develop and operate a global Center of Excellence (CoE) with subject‑matter specialists supporting brand/market affiliates & functions

• Set the vision, strategy and actionable roadmap to enhance the performance & ROI of the Group's overall consumer & digital marketing:
- Increased allocation of marketing spend to higher-performing touchpoints and strategic media platforms
- Enable our brands' content marketing and performance throughout the content supply chain process: from improving consumer activation planning, to driving fit-for-platform asset production, to disciplined digital asset management (DAM) until creative usage & performance measurement
- Drive data‑fueled activations through a global consumer data strategy, testing & scaling up use cases improving the overall consumer experience, and designing a MarTech solutions stack leveraging all types of consumer data (1P/2P), in close collaboration with Tech teams

• Monitor & optimize the performances of our online presence and activities (owned websites, digital shelf, CRM programs) to scale up the business impact of our marketing investment.

• Design and implement new operating models (media, owned websites/platforms, CRM) and ways of working with the Marketing Leadership Team and cross‑functional experts to drive overall marketing execution excellence. Animate and coach a global community of digital specialists, operational marketers and business leaders, equipping them with next‑gen marketing skills and solutions

• Stay abreast of industry trends and emerging technologies to continuously innovate and enhance the consumer journey experience, incubating digital CX experimentation/pilot use cases to evaluate before scaling up.

• Oversee the run and continuous improvement of our marketing performance practice, including our inhouse Marketing Mix Modeling (MMM) - mobilizing a group of performance experts supporting affiliates in translating MMM results into actionable insights and improvement plans to drive execution excellent and lift ROI. Collaborate with Tech for the maintenance and continuous evolution of our MMM delivery (data collection, processing & modelization, visualization).

• Design and implement the Group's broader marketing performance framework to drive effectiveness and enable strategic decision making. Define key metrics and KPIs to monitor our marketing activity across affiliates and collaborate with the Brand Units and Management Entities (Markets) to deploy them across the Group.

• Shape and lead a stronger performance & effectiveness culture. Recommend and promote best practices by sharing key learnings, working on improving our collective effectiveness via this MarTech vision for marketing effectiveness, through a complementary stack of inhouse and external performance tools (e.g. Digital Media Cockpit, website/CRM analytics, Matrix - the internal MMM program, etc.).

• Manage the relationship with our global partners at Group-level through centrally managed relationships and joint business partnerships (JBPs): media/digital/CRM agencies, global media platforms/publishers

• Partner with Legal & Public Affairs and external industry associations to ensure compliant & responsible consumer and digital marketing by the Group

Interactions

• Reports to the Chief Digital & Marketing Officer

• Internal Stakeholders: key Brands and Markets Marketing Directors, EXCOM, Internal Tech, Consumer Journey / Market Acceleration community, Finance, Procurement

• External: Media agencies, tech/digital media platforms, digital agencies, consulting partners, industry associations (WFA, IARD…)

Target Profile

Professional Skills

• Media Strategy, Performance Measurement, Platform & CRM Management

• Brand marketing acumen: good understanding of brands, consumers, through-the-line activations
• Management scope (total pyramid): ~20 FTE internal, ~20 contractors

Target Core Skills

Functional Capabilities

• Omni‑Media Strategy, Planning and Buying
• Performance Measurement, Marketing Mix Modeling
• Content Management
• Consumer Data Management
• CRM & Marketing Automation
• Marketing Data Analytics
• Business Acumen

Leadership Capability

• Growth marketing & innovation
• Stakeholder management, leading by influence
• Impactful communications
• Team management

KPI

• Working / Non-Working A&P ratio improvement
• Long‑term ROI and ROS improvement

• Media and digital marketing execution improvement (tracked annually through Group KPIs)