We are looking for someone with a strong strategic comms planning background.
In your time as a planner you have worked across the spectrum of brand and marketing problems - so tell us about making a brand more loved, positioning a new product, putting a creative twist on promotions, improving positive sentiment. We’re a lean team of creative and strategic thinkers, in service of shaping the Grab brand into a loveable powerhouse in SE Asia. We’re guardians of the Grab positioning and voice and are also responsible for campaigns / initiatives that build a consistent yet locally relevant brand.
You'll be involved across the entire spectrum of Grab Indonesia marketing activities - from consumer brand positioning to demand stimulation in new Grab verticals to corporate social reputation to empowering our merchant partners’ success - so your approach to marketing problems needs to be equal parts logic and magic, rigour and imagination.
Like all great planners, your problem-solving mind applies itself not just in advertising creativity but unlocking improvements in different parts of the communications process - you enjoy finding insights in the numbers everyone else misses, you also have the ability to make creative briefs sing, you feel confident overseeing Grab Indonesia’s media strategy and cross-channel efficiency.
This role is a people manager role, oversees a team of Comms Planners, digital and social marketers, and traditional media planners.
Job scope & rough time spent
- 50% Marketing Communications and Campaigns Go-to-Market Planning Lead – work with vertical business and product marketing teams to design highly effective multi-channel campaigns across traditional and digital media (includes but not limited to assisting with creative brief, media strategy and selection, campaign budget allocation, audience targeting, flighting strategies, ad formats and ad optimizations). Deeply understands the business objectives of each marketing initiative and helps the rest of the team translate these into meaningful creative and media briefs.
- 20% Brand Strategy Lead - Indonesia is the largest, most complex and most important market for Grab. It is also the one market where we are still perceived as the challenger brand, and where we have strongest brand competition. You and your small team of planners will need to work closely with the Country Marketing head, Regional brand planning leads, marketing insights and business strategy leads to design and execute a brand strategies and initiatives to defeat a formidable, well-loved and highly admired local competitor.
- 20% Traditional Media, Digital Media and Social Strategy Lead - drive better strategy in media, media performance and measurement. Grab spends more media money in Indonesia than several other countries combined and we can improve how this investment is activated through better strategic alignment with the business, measuring the right metrics that matter, and improving tagging/tracking/testing and learning. In this more technical area, you will need to have some fluency in media planning performance metrics (especially digital) but you not be alone; you will have the support of your own local team of specialists and also regional media expert in traditional, digital, and social.
- 10% Marketing Improvement and Innovation Lead Develop and enforce forward planning processes, cadences and continuous learning agendas together with cross-functional experts and stakeholders. Build a strong learning mindset in the team and institutionalize test and learn processes to continuously get smarter with every campaign, a team that finds new insights and ways to consistently scale the smart stratesmarter learnings to scale so our marketing gets better with every learning
The Successful Applicant
- Highly experienced Brand and Comms Planning Expert: you would already have a great portfolio of work across the spectrum of communications: brand re-positioning, new product launches, interesting comms twist on sales promotions, turning insights into ideas
- Cross-media subject matter expertise: Demonstrate strong knowledge of media and how (especially all forms of digital - display, search, social, programmatic, content and influencer marketing). You are in fluent in what’s possible vs what’s practical: e.g. you’ve got hands on experience in audience targeting, trigger and event based signals, and also be able to give practical working guidance as to these limitations. Can advise generalist marketing teams on which types of targeting work best for what kinds of media/products/audiences/campaign types
- Bring an informed POV about marketing effectiveness measurements – especially how to link marketing metrics more closely with business outcomes.
- Curiosity about emerging trends and disruptions across a wide spectrum of marketing thinking, tools and technologies and be able to give an informed point of view on how they could impact Grab marketing.
- Chaos herder and Silo crosser: has a track record of successfully collaborating with cross-functional stakeholders to develop and enforce friction-reducing processes and cadences. Strong desire to drive continuous improvement, there’s always a smarter, faster, better way things could work.
- Highly organized: Strong forward planning mindset and sound time management skills to tackle both urgent short-term tasks and important long-term tasks within compressed timeframes in a deadline-driven now now now organization.
- Hands-on, hardworking, hunger, heart and humility: motivated by a business in its ‘building phase’ and able to thrive in an environment with a ‘start-up’ culture. Team player that is comfortable to rely on informal leadership structures
