Director, Audience planning and Addressable Media Operations

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The Coca-Cola Company is transforming its approach and capabilities within the media discipline. To respond to the rapidly changing media marketplace we need to expand beyond managing DME with a distribution mindset only to multi-platform design experience and execution driven by data. Therefore, the need to reprioritize and align our media from pure Owned Earned Shared Paid (OESP) principles to center on an audience first approach, while delivering marketing effectiveness and efficiency.

The role has a global scope with a focused on providing services to the charter, IMX, Performance Marketing, Human Insights, StudioX and Global Hub teams. It will work closely with the Digital, E2E and Platform services team (Martech, Data and Analytics) to develop scaled, competitively advantaged and distinctive capability in media operations. To define how IMX strategies should translate into the right precision planning parameters for best-in-class, human-centric experiences that drive weekly +

The role will drive our excellence, in partnership with our Marketing+ partner, in precision planning & and biddable media operations across the TCCC marketing network. This role will codify best practice approaches and how these should be operationalized via standardized processes / routines and iterated via the network-led experimentation and learning. The role will ensure we are leveraging the right tools with the right data & ad tech (combined with next-generation measurement) with the right capabilities to achieve. This role will not be limited to governance only and will work closely with StudioX team who will lead on execution.

This role will play a crucial part in driving digital marketing transformation across the marketing value chain globally for the company.

KEY SUCCESS PARAMETERS

Experience

• Experience (7-10 years+) in Digital media with experience in Audience planning and execution.
• Deep understanding of the consumer and audience shifts, grounding our approach to planning with a human-centricity lens. Experience in audience-centric, data-driven media planning.
• Experience operationally building, managing, and deploying audiences to digital marketing channels for markets and channel teams to use in campaign activation.
• Experience delivering data lead Omnichannel campaigns with deep creative personalization.

• Experience onboarding and integrating data across 1p, 2p and 3p to segment and target audiences at scale across different digital targeting mechanisms (e.g. geo, behavioral, contextual, demographic, etc) Knowledge and experience of driving data maturity & opportunities across markets and platforms.

• Rich understanding of diversity of tools & tech in relation to precision planning, audience science/insights, biddable media, and buying/content optimization.
• Strong experience working with DSPs and a deep knowledge of targeting capabilities.
• Experience in facilitating sessions or working directly with connections / media strategy & planning, category teams, platform partners, agency partners.
• Prior experience working in either global team a with strong experience collaborating with cross-functional/cross-regional teams

Work Focus

• Define the Biddable Media Activation Operational Framework with standardized processes/routines for buy-bid-benchmarking of biddable media to optimize efficiency/effectiveness. Lead efforts on Supply Path Optimization.
• Help standardize the TCCC way of Audience planning, and execution aligned to our shift to human-centric, digital led experiences, rather than a traditional perspective of planning focused on reach & SOV.
• Drive the adoption and evolution of Dynamic Content Optimization.
• Comfortable challenging the agency partners on the DSP setup on Audience segmentation, DSP usage and performance on an audience level.
• Lead identification, piloting, and eventual adoption of buying optimization tools/tech, including AI-enhanced approaches, to step-change efficiency and effectiveness.
• Support on devising and deploying a scalable audience segmentation framework that identifies high-value growth audiences that can be applied in both addressable and non-addressable media, ultimately with a future path to predictive modelled audience segments leveraging real-time data signals.
• Working with the digital and Agency teams to set the direction of Audiences in the platforms, driving adoption of new audience within the addressable channels
• Define the operational framework for accessing, integrating and activating of 1P/2P/3P data that drives the 'science' in identifying/building high value audiences & insights and reliably enhance audience segment scale.
• Work with the Global IMX Media Partnerships lead to define/access relevant customized data partnerships.
• lead TCCC's path to adapting to industry changes, piloting of new ID solutions and eventual standardized application (including e.g. Unified ID, data cleansing of 2PD/3PD, media pathways for 1PD activation)

Communication Focus

• Role will require frequent communication with OU IMX/Media /StudioX Leads and communities, Marketing+ partner OpenX, Global IMX Lead, other Global Marketing sub-functions, Global Category Leads
• Must be comfortable communicating cutting edge approaches to Precision Planning and Biddable Media Operations, and building buy-in across key internal and external stakeholders.

Base Salary: $161,700 to $189,000

Base pay offered may vary depending on geography, job- related knowledge, skills, and experience. A full range of medical, financial, and/or other benefits, dependent on the position, are offered.

As a global team, we aim to provide location flexibility to our associates, when possible. However, there may be some situations where relocation will be required. The location of the positions and whether or not relocation benefits are provided will be discussed at the time of offer. In instances where relocation is provided, current mobility policies will apply. All policies are subject to amendment, revision, or discontinuance at the sole discretion of the Company.

Skills:Digital Media; Digital Media Strategy; Digital Media Development; Digital Media Planning; Media Strategy; Digital Media Measurement; Data Driven; Human Insights; Agency Relationships

Our Purpose and Growth Culture:
We are taking deliberate action to nurture an inclusive culture that is grounded in our company purpose, to refresh the world and make a difference. We act with a growth mindset, take an expansive approach to what's possible and believe in continuous learning to improve our business and ourselves. We focus on four key behaviors - curious, empowered, inclusive and agile - and value how we work as much as what we achieve. We believe that our culture is one of the reasons our company continues to thrive after 130 years. Visit Our Purpose and Vision to learn more about these behaviors and how you can bring them to life in your next role at Coca-Cola.

We are an Equal Opportunity Employer and do not discriminate against any employee or applicant for employment because of race, color, sex, age, national origin, religion, sexual orientation, gender identity and/or expression, status as a veteran, and basis of disability or any other federal, state or local protected class. When we collect your personal information as part of a job application or offer of employment, we do so in accordance with industry standards and best practices and in compliance with applicable privacy laws.