Personalization at Scale Senior Specialist

2 tygodni temu

Kraków, Lesser Poland PepsiCo Deutschland GmbH Pełny etat
Job Overview

As PepsiCo globally accelerates its digital journey, new roles, capabilities and special areas are emerging in Consumer Digitalisation agenda. The importance of digital roles & their impacts on business are increasing year by year due to consumer behaviour shift through digital and increasing digital media/digital platform consumption. Leveraging digital capabilities, bringing digital innovative projects and ensuring digital creative excellence becomes much more important for FMCG companies to create effective & cost efficient consumer engagement models, to ensure sustainable future growth & competitiveness.

We propose the creation of a new implementational role to deploy, codify, scale, execute and track Personalization at Scale (P@S) activation and First Party Data acquisition and execution to drive effectiveness of PepsiCo Media and Comms for all campaigns in Europe.

This role will work within the Media team to ensure:

  • Assets are reutilized from PepsiCo's DAM Platform
  • Personalization at Scale is optimized across sector campaigns
  • Planning digital campaign with 1P data
Location Overview

Working with inspiring and experienced colleagues, you'll find that the atmosphere in our city-centre office in Kraków or Warsaw is informal and engaging. With drive and ingenuity, our teams deliver vital services to PepsiCo employees around the world. With an active, get-things-done culture, this is a place where your dynamism and agility will make a difference.

Responsibilities

This role is to develop, deploy, codify, scale, execute and track Personalization @ Scale strategies and campaigns, working closely with BU Marketing Teams, Media Agencies, Media Insights and Key Media Partners.

The objective is to:

  • Identify barriers for audience first campaign development & activation and define ways to overcome it via marketing teams education, resources unlock (ex.: Audience Team involvement), right stakeholders engagement
  • Ensure Personalization @ Scale and First Party led planning is implemented across campaigns, codify learnings into cases and scale it across broader marketing teams
  • Execute and optimize the campaigns together with TCP managers of Snack and Beverage in Europe, including proper use of DAM Platform for possible inspiration or reuse of existing assets, following the PepsiCo's European TCP process within applicable phases
  • Act as an ambassador of DAM solution and its connected tools in order to leverage platforms capabilities to share, reuse and enable the reuse of assets for Brand Teams globally
  • Track the results of Personalization @ scale implementation, communicate learning & ensure it's implementation in further planning
  • Report productivity for the above activities (P@S & asset reuse)
Qualifications
  • 3-5 years in P@S / Digital Marketing / Brand Comms / Media planning
  • C2-level English mandatory
  • Asset Management knowledge and proven practice
  • Project management - ability to manage multiple projects in a fast moving and ever changing environment with maturity and foresight to cope with input and changes, sometimes at the last minute
  • Experience in Digital Marketing utilizing 1st-party data in advertising campaigns
  • Proficiency in DMP, CDP platforms (such as Salesforce Marketing Cloud)
  • Execution of Lead Ads campaigns on media platforms such as META, Google, TikTok
  • Campaign planning utilizing 1st-party data and recommending new data acquisition sources
  • Analytical skills - create robust analysis and meaningful insights to drive actions and highlight opportunities
  • Consistent and excellent attention to detail
  • Innovative and entrepreneurial
  • Technically fluent
  • Contributes to success but not mandatory
  • Experience in FMCG is a plus
  • Bachelors Degree
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