The European ICP Strategy Manager will be a key part of the transformational journey to data-driven brand building, with the aim of transforming the way we connect with the pet parents and build relationships with them at the heart of everything we do.

A crucial partner in realising our ambition to put the needs of pet parents at the heart of our connected communications strategy and media 2030 ambitions.

Reporting to the EU Media/ICP Strategy Director, you will be responsible for implementing data-driven Integrated communication strategies, driving awesome market connection plans – ranging from brand awareness through to engagement, conversion and loyalty. You will work across all Pet Nutrition brands and will help shape the KPIs and brand plans to ensure market campaigns and activations exceed expectations. You will work with your regional colleagues, brand and eCom/ DTC teams to coordinate and deploy data-driven Paid & Owned media campaigns through the relevant comms channels.

You will need a passion for, and working knowledge of the EU media landscape, as you will serve as an ambassador for the transformation required in through-the-line comms planning with a focus on digital channels and performance. You will need a proven track record in delivering data-driven Paid & Owned media plans across multiple countries. You will need an inquisitive nature, which will be put to good use for creating exciting test & learn plans (Firestarter programme). The focus will be on finding new partners for our communications plans and increasing relevance for our brands.

This role will be based in the EU cluster markets and will require 20% travel

The European ICP Lead will build close cross-functional relationships with other departments, including:

• Peers in the Pet Parent Centre of Expertise

• Martech, Data Strategy & Acquisition, Programmatic, Measurement, Content, Search team & Digital functional IT teams

• EU regional brand teams and Local customer marketing managers based in-market, including DtC and Ecomm teams

• External agencies & partners

• MGS Commercial: Media Procurement

You’ll love this role if you have a passion for storytelling and conversion-focused content, and a can-do attitude, as there will be a lot of learning on the fly, particularly around new data topics.

The EU ICP Lead drives their mission with autonomy and pace. You will be proactive, demonstrating leadership to create, develop and adjust with learning.

They will be part of a new team and will actively contribute to creating trustful relationships, strong team spirit, fun and a positive mindset.

What are we looking for?

• Degree-qualified or equivalent digital education

• Significant years of prior experience in through-the-line media/ comms planning

• Strong working knowledge of the EU media landscape

• Preference for understanding of buying media, particularly digital

• A genuine interest in data-driven marketing approaches & demonstrating clear results for advertisers

• A passion for cats and dogs would be ideal

• CPG experience would be preferred

• Languages: Fluent English required

What will be your key responsibilities?

LEAD THE PN EU ICP PROCESS PLAN

• Lead the Integrated Communications Planning process, ensuring teams hit key milestones and timings as planned.

• Drive the feedback loop for teams on the process (incl. ICP drop-in & end of cycle wash-up) & deliver new tools to support

• Working closely with the regional CoE retail media, programmatic, brand and local activation teams to ensure an omni-channel approach is delivered through the brand ICP process and plans

• You will drive the intentionality behind the IAT (integrated agency team) by fostering great relationships with agency partners, in turn driving strategic topics for PN EU.

• Bring ‘outside learning in’ to drive new thinking and approaches to connections planning

• Recommend tools, resources and capabilities to succeed

LEAD IN YEARS WORKING ADVERTISING BUDGET MANAGEMENT

• Act as the in-year budgeting cycle champion

• Lead Input required for quarterly and periodic budget reviews with the Chief Growth Officer + EU LT

• Own In-year process to manage budget/reconciliation/rephasing with ICP Deployment Heads/Brand team

• Co-ordination of reconciliation and budget review with A&CP Business Partner

FUNCTIONAL LINE MANAGEMENT RESPONSIBILITY

• ICP Strat Manager (T2)

• PO Exec (B4)

LEAD THE PERFORMANCE AND DATA-DRIVEN TEST AND LEARN STRATEGY: FIRESTARTER

• Create and lead an omnichannel test and learn agenda with the objective of accelerating our data-driven media strategy

• Co-creation of brand test and learn maps across the three key DDM pillars

• Lead the teams responsible for the Key task forces beneath the Firestarter program to deliver the planned T&L strategy.

• Collaborate with D2C and Dcom to integrate performance testing plans into one unified testing agenda

• Champion test agility and the spirit of agile performance testing to deliver the scale of tests needed to accelerate DDM learning & competency

• Champion new partners for media, partners for performance and partners for data activation to build a network of media partners that solve for communication 'jobs to be done' and reduce over-reliance on social and traditional reach partners.

DRIVE BEST IN CLASS INTEGRATED COMMUNICATIONS STRATEGIES AND CONNECTIONS PLANS

• Act as the lead consultant between ICP Strategy and ICP Deployment, enabling strong operational support for the team in the transition from Annual ICP Strategy to In-year Deployment.

• Be the conduit for ensuring the regional strategies equate to excellent connection plans, with a strong focus on using 1PD data within the plans and KPIs for performance delivery.

• Drive recommendations for in-year optimisations of media budget/ plans to reach KPIs

• Develop executable strategies for remarketing & journey (PPJ) pathing with peers in the CoE.

UPSKILLING AND INCREASING CAPABILITIES & SHARED UNDERSTANDING OF BRAND BUILDING FOR MUTUAL VALUE

• Inspire the EU marketing community with new partners & platforms which will drive stronger connection and relevance of Mars brands for new pet parents.

• Own development of critical strategic playbooks such as 'Social' and 'Influencer'

• Drive the share out of critical learning from the Firestarter T&L program.

What can you expect from Mars?

• Work with diverse and talented Associates, all guided by the Five Principles.

• Join a purpose-driven company, where we’re striving to build the world we want tomorrow, today.

• Best-in-class learning and development support from day one, including access to our in-house Mars University.

• An industry-competitive salary and benefits package, including a company bonus.

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