Director, International Media & Analytics

Full Time Job
The Director of International Media will report into the head of International Media and work in partnership with two other Directors and the rest of the Home Office (HO) media team.

We are looking for a unicorn that will be able to operate across two fronts:
• Conceive and execute analytics strategy & execution for media measurement, insights and optimization across all of UPI (Universal Pictures International) slate
• Develop, execute and manage central media activations on selected titles for the studio, leading media strategy, operations and coordination across multiple markets

Essential Responsibilities:

Sixty percent of this role is dedicated to analytics strategy and execution for media measurement, insights and optimization:
• Drive the analysis and strategic utilization of media data to foster decision-making processes across UPI
• Oversee the execution of UPI's learning agendas, media model runs and collaborate with the HO team to define shared analytic objectives, analytic plans; and analysis that drives business changes
• Work in post-campaign analysis and develop recommendations for on-going media buys
• Work with stakeholders to build and prioritize media test & learn agendas
• Review available research insights and digest/summarize results with implications for campaign plans, both overall and per territory as campaign launches and the release date approaches
• Trailer debut plan KPIs
• Results from trailer debuts, creative testing and other campaign activities
• Focused on what is created centrally - but able to incorporate local findings as available per film/territory
• NRG tracking waves
• Google search insights
• Applicable summaries from Research (testing) and Digital (social listening)
• Work alongside Data Strategy & Analytics functional teams to develop testing activities, learning agendas and measurement frameworks on central and local activities
• Design, implement and evolve media measurement approaches to guide decision-making, A/B and Market-Match tastings and, whenever possible, MTA (Multi-Touch Attribution)
• Conduct analysis of user-behavior on digital platforms and develop audience segmentation and targeting strategies to drive box office
• Demonstrate strategic agility and thought leadership in collaboration with cross-functional HO leaders (particularly across research, analytics, marketing, creative) to evolve KPIs and measurement approaches
• Design and execute media analytics strategy for measurement, insights and optimization across 360 media techniques

Forty percent of this role is dedicated to media strategy, centralized media activations and market coordination:
• Oversee the strategic and tactical execution of international media buys, including, but not limited to trailer blasts, digital creative testing and digital global partners
• Foster on-going innovative media thinking with particular emphasis across digital channels (YouTube and social platforms)
• Oversee the strategic and tactical execution of pan-global media campaigns
• Communicate with the regional and local offices as needed to gain local feedback and inform international and pan-global media strategies and campaigns
• Provide budget information support for international and pan-regional spending and negotiations
• Work with the Head of International Media in drafting the international media strategy based on a review of comparable titles, available creative materials, discussions within group and department, brainstorming sessions and past campaigns
• Manage relationships with central media agency team while also working closely with territory-specific local agencies to drive innovation, strategic thought leadership and best-in-class media thinking
• Manage relationships and help grow and refine annual turns across key global partners (Google, Meta, TikTok, Amazon, Snap, Reddit, Spotify, etc.)
• Provide guidance to market regarding best practices and write concise summaries of ideas worth sharing that include relevance, known or perceived effectiveness, and digital media recommendations
• Review media plans with the regional offices and/or the local offices ensuring objectives and strategies are aligned with global priorities and/or are appropriate for local territory requirements
• Closely monitor and manage media budgets for all international territories
• Work with regional and/or local Universal colleagues to discuss and review local media plans:
• Ensure plans are aligned with strategies
• Share ideas and creative executions
• Attend cross-functional meetings as a department representative
• Discuss, share and develop ideas and opportunities with other departments to build consensus and/or troubleshoot issues overall and for use in local plans
• HO Media and Marketing teams work closely together; this role is expected to equally collaborate and align with this team
• Other cross-functional teams this role are expected to partner with:
• Data Strategy & Advanced Analytics
• Research
• Digital
• Creative

Qualifications

• The ideal candidate will have a minimum of 10 years of experience in the field of digital media, data, business intelligence and analytics
• Strong written and verbal communication and presentation skills
• Strong interpersonal skills with an excellent ability to collaborate, influence and motivate

Eligibility Requirements:
• Interested candidates must submit a resume/CV online to be considered
• Must have unrestricted work authorization to work in the United States
• Must be covered by Solutions, NBCU's Alternative Dispute Resolution Program

Desired Characteristics:

• Genuine passion and/or curiosity for all things international
• Motivated and passionate professional who can multi-task in a fast-paced environment
• Strong organizational and planning skills and ability to pay attention to details under deadline pressure
• Ability to communicate effectively and diplomatically with talent, senior executives and peers
• Capable at handling senior level conversations without being afraid to also operate in the weeds
• Team playe

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