Mars Marketing Data Ops Manager National Paid in Nashville, Tennessee
Purpose of Role
This central role will be a key enabler of the Data Strategy and Marketing Transformation pivot within National Paid Media, responsible for the operational excellence of 1P data utilization, marketing technologies and audience-driven capabilities for Mars Petcare, including PEDIGREE®, IAMS™, CESAR®, TEMPTATIONS™, GREENIES™, DENTASTIX™, CRAVE™, SHEBA® and NUTRO™. This role will partner with the Sr. Manager, Marketing Data & Tech to facilitate the Mars Petcare Transformation Pivot, partnering with cross functional teams and our media agency to pilot use cases across the portfolio. They will develop scalable solutions, optimization, best practices and frequent learnings to advance Mars Petcare’s 1P data and audience strategy across brand equity and digital conversion initiatives. Associate will steward the end-to-end processes for data acquisition, data flow, quality audits, audience planning, and audience activation by partnering with cross-functional teams and agency partners. This includes managing and improving ways of working across agency partners, brand teams, external technology vendors and internal cross-functional teams. This role must focus on the big picture using deliberate, methodological approaches to problem solving and constantly look for new ways to accelerate business performance and increase efficacy by benchmarking, reporting and analysis; developing and leading structured test and learns; and education and training for brands and other key stakeholders within Mars Petcare.
Champion audience-first thinking within media planning and execution, providing consultative approach to driving business outcomes using data and technology platforms
Lead cross-functional teams and agencies in end-to-end processes of data acquisition, data flow, quality audits, audience planning and audience activation for brand campaigns
Lead the piloting, adoption and operationalization of Mars 1P data use cases, partnering with brand teams to translate and create strategic link between brand objectives and goals through to the holistic audience activation strategy.
Lead development of the US Pet Nutrition audience strategy by auditing and score carding of 2P and 3P data sources to develop recommendation for optimizing and prioritizing best-performing data partners and segments that drive efficient ROIs and effective sale lifts
Partner with the Digital Transformation Enablement Manager to manage and execute Mars 1P audiences and brand specific high value community strategies across all paid channels.
Partner with Petcare Data & Analytics team to enable and facilitate the passing of media and audience campaign data from partners to the Mars data lake with the goal of providing learnings, insights and recommendations to optimize existing and future campaigns.
Partner with Marketing Effectiveness & Insights team, Nielsen and agencies/vendors to identify and implement appropriate testing structure
Package learnings through inclusion in Learning Agenda progress recaps, quarterly and after-action reporting for Global cross-functional teams, and ad hoc share outs with brands and cross functional partners
Working with brands/agencies/partners to define and bring to life both brand- and portfolio-level owned channel audience-driven initiatives, including but not limited to:
Always-on Mars 1P data acquisition within paid media channels
Always-on Mars 1P data activation within paid media channels
Activating Mars Unified ID to enable people-based frequency management
Brand high-value community execution
Packaging of reporting and updates to Sr. Manager, Director and Brand Teams
Key Functional Skills/Knowledge
Proven effective expertise, especially within digital media and marketing communications via business results
Disposition toward learning on the fly and seeking opportunities for self-development to stay informed, adaptable and knowledgeable in fast changing landscape
Proficient in managing complex projects. Well organized, good at prioritization, attentive to details, clear oral and written communicator.
Strong communication skills (oral, written, listening). This includes ability to make effective presentations to all levels of management.
High levels of interpersonal skills specifically in influencing, resolving conflict, and creative problem solving.
Biased toward action. Takes initiative, entrepreneurial, can hit the ground running and move projects forward right from the start.
Proven functional/technical skills as evidenced by business results in the areas of digital media and audience-driven marketing
What are we looking for?
3 years managing digital media and/or other marketing communications
Experience with/exposure to audience strategy best practices
The knowledge, skills, and abilities typically acquired through the completion of a bachelor's degree program in a related field, or equivalent work experience.
Ability to travel 10% of the time.
5 years of prior audience-driven campaign execution experience required, preferably within the CPG, eComm and/or Direct to Consumer.
Experience using audience management technologies (DMPs, CDPs, CRM) and working with agencies, data partners and marketing/advertising technology vendors (i.e. DSPs, DCO, identity resolution and onboarding, etc.)