Advertising Effectiveness Manager

Deploy and pilot in Mars best-in-class consumer insights tools and capabilities in Media and Creative Excellence across all segments and regions. Work closely with Mars Segment insights, marketing, and media teams to improve existing tools and pilot new ones to support content development, media planning and communication strategy development.

The job holder is responsible for deploying the Mars signature tool to measure advertising communication effectiveness across the 3 segments. On top of this, they will be responsible for the deployment of other Horizon-developed best practices in the Creative and Media space.

To achieve this objective, the role holder has to proactively liaise with key internal stakeholders (local/regional and global Insights and Marketing teams) and external stakeholders (Research Agencies, Data Providers, Media and Creative agencies).

The position will require limited global travel - estimated at 10%.

What are we looking for?

• Master's degree in Marketing, Business Administration, Engineering or Human Sciences.
• Significant prior experience in a consumer research role (e.g. Consumer Insights, Marketing, Research Agencies).
• Proven experience in Marketing Communications (Media and Creative) – planning, development or measurement.
• Track record of deploying tools/methodologies in a commercial business environment.
• Proven analytical, networking, and communication skills.
• Experience in working simultaneously on several projects.
• Experience in multi-country/cultural working environments (global or regional).

What will be your key responsibilities?

• As the Comms Lab Acceleration Manager, the associate would work in close partnership with the Mars Horizon insights team and the segment insights teams to develop and deploy tools, white papers and key beliefs to various units, to improve decisions in Marketing Communications.
• Ensure Horizon tools are continuously deployed and applied to critical business questions and support with ad-hoc requests. Horizon toolkit include best-in-class proprietary tools in the areas of optimizing creative and media strategy effectiveness through understanding human behavior, including: neuromarketing research, facial coding, eye-tracking, sales lift studies, AI enabled tools, etc.
• Manage the process and delivery of 100+ creative effectiveness projects across 4 segments and 8+ countries. Translate research requirements (coming from local/global Marketing / Insights teams) into a request for analysis for the team of data analysts, responsible for running the analytical engine; transform the results into insights and present them to Marketing and Insights teams.
• Identify gaps and help other members of the Horizon Comms Lab team evolve the suite of standardised Horizon tools to support future research and development in the Communications area.
• Act as Segment Global Point of Contact for Marketing Communications in Horizon and support Senior Manager – Comms Lab to build relationships with segment Insights and Marketing stakeholders and act as a point of contact for segment associates' queries on Media and Creative Insights teams.
• Co-pilot global research initiatives, based on the segment’s priorities. e.g. – Media 2025, New Growth Models, Comms Key Beliefs.
• Maintain a database of cross-segment learnings that can enable key beliefs at the various strategy levels (ex., biddable, meaningful personalization, etc.).
• Land best-in-class methodologies and KPIs in the business against Media 2025 growth strategies such as brand purpose, fame, distinctiveness, etc.

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 company bonus.

#LI-RM2
#LI-Hybrid