Media and Brand Strategy Senior Professional

Within Group Brand, we are looking for a Media & Brand Strategy Lead to drive the visibility, impact and effectiveness of the Generali brand.

Accountable for the Group paid media agenda across brand and performance objectives, the role ensures media investments drive both long‑term brand growth and business impact, while advancing marketing effectiveness through data, innovation and AI‑enabled approaches.

Full-funnel media strategy & governance

• Define the Group's full-funnel paid media strategy across brand‑building and performance objectives, aligning audience priorities, business goals and investment decisions.
• Ensure an integrated approach across brand and performance media, with clear roles, KPIs and investment principles across the funnel.
• Lead the global media agency relationship, including strategic direction, scope of work, quality standards, planning expectations and performance reviews.
• Guide markets on media strategy, investment decisions and optimisation opportunities, challenging recommendations where needed and sharing best practices across the global community.
• Oversee global media partnerships and annual joint business planning with key technology partners, including Google and Meta, in coordination with Procurement and relevant teams.

Measurement, effectiveness & investment

• Own the brand measurement and media effectiveness agenda, including brand KPIs, campaign evaluation and investment performance.
• Drive the development of Marketing Mix Modelling and the Brand Investment Case to strengthen investment decisions and demonstrate business impact.
• Connect brand health, media performance and business outcomes, turning data into action for Group and markets.
• Define integrated measurement frameworks, KPIs and decision rules across brand and performance objectives.
• Leverage AI‑enabled analytics and decision‑support solutions to improve effectiveness and investment decisions.
• Promote a test‑and‑learn culture, using evidence, experimentation and AI‑enhanced insights to refine audiences, channels, investment guidance and future planning.

Brand planning & strategic guidance

• Support the development and evolution of Generali’s global brand strategy, translating Group priorities into clear market guidance and planning choices.
• Lead the integrated annual brand planning process, including the global roadmap, strategic priorities, milestones, dependencies and governance moments.
• Contribute to strategic narratives, business cases and recommendations for leadership forums, working with the Brand Director and cross‑functional teams.
• Connect brand media and performance activity through integrated planning and clear KPIs across the funnel.
• Work closely with Creative Excellence & Brand Identity, Brand Activation, Digital, CX, Communications, Procurement and local markets so strategy, creative, media and measurement operate as one connected system.
• Champion the adoption of AI‑enabled and emerging media capabilities, translating innovation into measurable marketing impact in collaboration with AI and Digital Team.
• Influence senior stakeholders, markets, agencies and partners without relying on direct authority, bringing clarity to complex choices and accelerating decisions.

Requirements

• Bachelor’s or Master’s degree in Marketing, Business, Economics, Communications or a related field.
• 10+ years of experience in media strategy, integrated marketing, marketing effectiveness or brand strategy, gained in a multinational company, media agency, marketing consultancy or global brand organisation.
• Proven track record defining media strategy, governance and investment frameworks across multiple markets is essential.
• Strong expertise across both brand and performance media, with the ability to connect long‑term brand growth with measurable business outcomes.
• Ability to leverage data, technology and AI‑enabled solutions to improve media planning, effectiveness or investment decisions.
• Demonstrated leadership of global agency relationships, cross‑market planning processes and strategic technology partnerships. International and multi‑market experience is essential.
• Strong knowledge of audience strategy, media planning and integrated campaign development.
• Good command of brand measurement, media effectiveness and investment evaluation. Experience with MMM, experimentation or brand investment cases is strongly preferred.
• Ability to connect upper‑funnel brand building with performance marketing and to define the different roles, KPIs and decision rules across the funnel.
• Strong analytical and commercial judgement, with the ability to translate complex data into clear business recommendations.