Senior Director, Demand Side Activation

Senior Director, Demand Side Activation

Are you ready to be at the forefront of innovative media strategies, where every campaign is a chance to creatively connect with our audience?

This opportunity will allow you to use data and technology to amplify the LEGO brand, driving discoverability, and optimizing media spend!

Core Responsibilities

• Develop and implement sophisticated global biddable and programmatic media strategies across platforms such as Google Ads, Meta (Facebook, Instagram), LinkedIn, Twitter, The Trade Desk, and other leading DSPs, tailored to the diverse needs of different geographies.
• Lead a team of biddable media experts and programmatic specialists, setting global objectives, providing training, and conducting performance reviews, while encouraging adaptation to regional needs.
• Lead the in-housing process for biddable and programmatic media on a global scale, establishing optimal strategies, workflows, and training programs for internal teams across regions.
• Manage large-scale budgets, optimizing spend across platforms and regions to achieve optimal ROI and meet key performance indicators.
• Design and implement A/B testing frameworks for ad creatives, targeting, and bidding strategies, ensuring relevance and effectiveness in different markets.
• Collaborate with analytics teams to develop comprehensive reporting frameworks, applying data visualization tools to communicate results and insights to global partners.
• Stay informed on industry trends and platform updates, ensuring campaigns use the latest features and most effective strategies in each market.
• Engage with cross-functional teams to ensure paid media strategies are integrated with broader marketing and business goals in a global context.
• Oversee the selection and integration of technology partners, including DSPs and DMPs, to enhance campaign efficiency and effectiveness across regions.
• Implement sophisticated targeting strategies using first-party data, lookalike audiences, and contextual targeting, ensuring relevance and impact in each market.
• Conduct thorough campaign analyses across different regions, using data to optimize bidding strategies, creative rotations, and audience segmentation for improved global performance.
• Foster a culture of innovation, encouraging experimentation with new ad formats, programmatic channels, and data-driven approaches in various markets.
• Serve on the Global Media leadership team, contributing insights and expertise to inform broader digital media and marketing strategies in a global context.

Do you have what it takes?

Proven Track Record in Global Media Strategy:

• 10+ years experience developing and implementing biddable and programmatic media strategies on platforms like Google Ads, Meta (Facebook, Instagram), LinkedIn, Twitter, The Trade Desk, and other DSPs.
• Demonstrated ability to tailor strategies to different geographical markets.

Leadership and Team Management:

• Experience leading a team of media experts, setting objectives, providing training, and conducting performance reviews.
• Ability to adapt leadership style to meet regional needs and encourage team growth.

In-Housing Media Processes:

• Experience in leading the in-housing process for media buying, including developing effective strategies and training programs
• Proven ability to manage workflows and integrate internal teams across regions.

Budget Management and Optimization:

• Experience managing large-scale media budgets and optimizing spend to achieve high ROI.
• Familiarity with key performance indicators and financial metrics.

A/B Testing and Campaign Optimization:

• Experience designing and implementing A/B testing frameworks for ad creatives, targeting, and bidding strategies.
• Ability to analyze test results and implement changes to improve campaign performance.

Data Analysis and Reporting:

• Experience collaborating with analytics teams to develop reporting frameworks.
• Proficiency in data visualization tools and the ability to communicate insights to partners.

Knowledge of Industry Trends:

• Up-to-date knowledge of industry trends and platform updates.
• Experience using new features and proven strategies in media campaigns.

Cross-Functional Collaboration:

• Experience working with cross-functional teams to integrate media strategies with broader marketing and business goals.
• Ability to communicate and collaborate effectively with different departments.

Technology Integration:

• Experience selecting and integrating technology partners, including DSPs and DMPs.
• Knowledge of sophisticated targeting strategies using first-party data, lookalike audiences, and contextual targeting.

Innovative Mentality:

• A track record of fostering a culture of innovation and experimentation with new ad formats and programmatic channels.
• Ability to drive data-driven approaches and creative solutions in various markets.