Media and Brand Strategy Senior Professional
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- and AI-enabled decision-making to improve marketing effectiveness, working with cross-functional teams and major technology partners. You will shape Generali’s global brand planning, governance, and measurement frameworks, ensuring a unified approach across markets. This is a senior, impact-focused opportunity to elevate the brand through integrated media strategy and innovative insights. Responsabilità
* Define the Group's full-funnel paid media strategy across brand and performance objectives with aligned KPIs and investment principles
* Lead the global media agency relationship, setting strategic direction, governance and performance reviews
* Guide markets on media strategy, investment decisions and optimization opportunities
* Oversee global media partnerships and annual planning with technology partners (Google and Meta) in coordination with Procurement
* Own brand measurement, media effectiveness and investment performance; develop MMM and Brand Investment Case
* Connect brand health, media performance and business outcomes; translate data into action
* Develop integrated measurement frameworks and decision rules across brand and performance objectives
* Promote a test-and-learn culture with AI-enabled insights to refine audiences, channels and planning
* Lead integrated annual brand planning process; translate Group priorities into market guidance
* Collaborate with Creative, Brand Identity, Digital, CX, Communications, Procurement and markets to ensure a unified system
* Champion adoption of AI-enabled media capabilities and innovations in collaboration with AI and Digital teams
* Influence senior stakeholders and partners without direct authority to accelerate decisions
* Manage multiple priorities with strong ownership and quality across the funnel Requisiti fondamentali
* 10+ years of experience in media strategy, integrated marketing, marketing effectiveness or brand strategy
* Proven track record defining media strategy, governance and investment frameworks across multiple markets
* Strong expertise in both brand and performance media with ability to connect long-term growth to business outcomes
* Experience leveraging data, technology and AI-enabled solutions for planning and decision-making
* Leadership of global agency relationships and cross-market planning processes
* International and multi-market experience essential
* Strong knowledge of audience strategy, media planning and integrated campaign development
* Fluent English; Italian and other European languages are a plus
* Experience with MMM, experimentation or brand investment cases is strongly preferred
* Bachelor or Master in Marketing, Business, Economics, Communications or related field
* Strategic thinker with strong synthesis skills
* Confident communicator and credible partner for senior stakeholders
* Ability to influence without direct authority in a matrix organization
* MMM (Marketing Mix Modeling)
* AI-enabled analytics and decision-support
* Data-driven media planning and optimization
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