Get to know the Role:
Due to increasing volume and complexity of marketing investments growth across countries and verticals, Grab is looking for a seasoned media and operational efficiency leader to improve the way we design, manage and measure marketing investments – from paid offline media, biddable media, agencies to offline spends.
This person will also lead marketing operational efficiency initiatives – working with local country marketing ops as well as stakeholders in finance, technology, performance measurement and economics to find untapped efficiencies and smarter ways of working.
The role works across all of Grab’s markets – Cambodia, Indonesia, Malaysia, Myanmar, Philippines, Singapore, Thailand, Vietnam and across all categories of Grab products – transport, food, payments, logistics, and more.
The day-to-day activities:
- 40% Cross-media Subject Matter expert – advise and train generalist marketing teams across spectrum of online and offline media: how to improve media selection, campaign budget allocation, audience targeting, buying strategies, flighting strategies, ad formats and ad optimizations. Determine optimum media investment and channel strategy within market, prioritising media channels and optimising effectiveness. Develop and enforce forward planning processes, cadences and continuous learning agendas together with cross-functional experts and stakeholders.
- 30% Marketing Performance & Efficiency Projects Initiator & Lead represent country marketing in cross-over workstreams with digital performance teams, procurement, finance, policy. Tendency to be one-off projects that are unsuited to light engagement from generalist marketers and/or require deep level of engagement and some technical knowledge. Examples of such might include: agency vs. insourcing model, standardizing campaign/GL naming conventions for greater analyzability, SDK event-tagging, custom audience building, campaign automation, etc. In such projects, this person will serve as advocate, orchestrator and bridge between country marketing teams/leadership user requirements and regional specialist stakeholder scoping and specs.
- 20% Measuring the right metrics that matter Improve measurement, tagging, tracking, testing and learning. Find ways to more closely connect marketing measurement metrics with meaningful business outcomes. Using these over time to partner with the local marketing leadership to drive more evidence-based media investment decisions. Also advise marketing teams on emerging threats to media transparency - ad verification, viewability, etc.
- 10% Exploit New / Emerging Opportunities
- Identification and sizing of opportunities for improving media performance and reducing error-rates, waste and time-to-market, further driving maximising return on marketing investment. Drive the QBR process and be responsible for improvement planning and tracking.
The must haves:
- At least 5 years of experience in media and/or budget and/or financial management
- Cross-media subject matter expertise: Demonstrate strong in-depth knowledge of measuring performance, effectiveness and efficiency across different media – TV, radio, outdoor, display, search, social, programmatic, content and influencer marketing
- Fluency in what’s possible vs what’s practical: e.g. audience targeting, trigger and event based signals, machine optimization available in different media platforms, 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
- 3rd party vendor management – prefer candidates who have experience with RFI/RFP best practice, paid media publisher negotiations, agency scoping & contract negotiations and potential watchouts (including FTE hours, types and involvement of agency personnel)
- 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 planning, project management, 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
