Head of Performance Media
Dyson is a global technology company with a unique philosophy - to solve problems that others ignore. It transforms every category it enters with radical and iconic re-inventions that work, perform and look very different.
Three years ago 80% of Dyson’s business was full-sized vacuum cleaners. Today, its digital motor powered cordless vacuums, robots, Airblade hand dryers, bladeless fans, humidifiers, purifiers and heaters are powering its growth in 75 countries around the world. 2015 saw the addition of Jake Dyson Light to the portfolio, and in April 2016 Dyson took its biggest leap yet, revolutionising the world of health and personal care with the launch of the Dyson Supersonic™ Hairdryer.
Dyson is rapidly expanding; in its new and core categories, and across all of its global markets. The next four years are going to be Dyson’s biggest and busiest yet. By 2020, there will be 100 new machines, 4 new product portfolios and Dyson’s headcount will have doubled. With this pace of growth, these ambitious plans, and the complexities of global expansion, it is natural that Dyson is now thinking about the best ways to organise itself and manage its exciting new product ranges to best effect.
The Commercial Team are responsible for bringing our engineering, technology and products to life through NPD launches and marketing campaigns. We work across a diverse team of specialists and with our global markets to deliver outstanding communications. Our aim is to create inspired and highly differentiated experiences that amplify the pioneering technology we make. In order to deliver on this vision and Dyson’s growth ambitions, we need to transform the way we work.
Whilst we have highly differentiated products, our consumer experiences are not consistently differentiated across all touchpoints. We need to be integrated, user centric and data driven. This means we need to develop new capability, processes and tools so we can create uniquely Dyson owner experiences. Within this context we need to be fit for purpose and manage ourselves to be able to deliver these experiences in a more managed, professional and efficient manner.
The Head of Performance Media plays a pivotal role within the Planning & Operations team to help us achieve our ambitions as a technology enterprise. The direct strategy and targets are defined by the Direct team. Marketing strategy and targets are set by the Commercial team. Both work with market teams to shape these. This role will develop efficient performance media plans to execute on direct strategies and reporting of relevant results.
The role reports into the Integrated Media & Communications Director and has a small virtual with a Performance Media Manager in each of our CoE’s.
The role works hand-in-hand with the Group Direct and Commercial teams, who define & set strategy, to ensure that the strategies and targets they set are delivered against with innovative, data driven performance media solutions. Performance media solutions specifically include digital, search, paid social, mobile, programmatic and the related tactics. This is a support role to enable the Direct and Commercial teams to deliver on the strategies and tactics they set. It provides the capability we need in the Planning & Operations team to execute efficient solutions needed to help the Direct and Commercial teams drive growth in this space.
Lead and develop innovative data driven media solutions to the strategies and briefs written by the Group Direct and Commercial teams so that we can execute best in class performance media plans
Work closely with key stakeholders; the Direct business & Commercial teams in Group Commercial to provide best in class performance media solutions to deliver the targets efficiently.
Take and agree briefs from Direct & Commercial leads in Group and work with Performance Media Managers in CoEs to successfully develop media solutions and execute them flawlessly
Lead with Integrated media, metrics and Direct teams the creation of a singular and global approach to Programmatic at Dyson
Work with the Owner Experience (OE) and CRM teams for data driven solutions for our owners. So that the data roadmap includes the necessary media tech solutions, critical to tracking owners across interactions/channels
Deliver to metrics that matter targets set by the Integrated media team, Direct team and Commercial teams & provide reporting required
Lead and manage our global media partners in performance media space to ensure they are delivering value, for services provided and innovation that Dyson expects
Identify new areas for testing and work closely with the Media & Operational Metrics team to ensure that the frameworks and attributions are being followed and deployed
Educate and support Commercial teams and markets
Work with Direct team to codify and develop strong and scaled capabilities (talent, technology, processes) in each of the respective planning areas (programmatic, search, analytics) and driving that best practice through all engagements
Establish strong relationships with the Direct team, Commercial teams and CoEs in order to identify common opportunities and/or challenges
Delegate and manage projects as necessary to direct reports, to ensure timely completion of tasks.
Develop strong media owner relations so we can utilize partners where needed
Help incubate innovation and inspire new thinking by regularly engaging with Direct and Commercial teams & core markets
Foster and manage a positive relationship with senior Direct and creative teams to develop integrated performance media strategies
Leading and cultivating Commercial, CoE and market relationships, through in-person meetings, presentations, and frequent contact
Provide guidance and monitor adherence to central plans and metrics
Manage agency briefing and lead communications to agencies and partners
Ensure agency delivery by channel and target
Liaise with Commercial, CoE and market teams on objectives, strategies & tactics
Innovative and entrepreneurial
Naturally curious and inquisitive
Good with people and team-building
Strong influencing skills
Thrives in dynamic environments
Ability to successfully navigate complex organizations
Ability to drive additional value from media publishers / partners
Experience in leading and developing large digital accounts
At least 10 years experience in digital channel management (PPC, SEO, Programmatic, Social)
At least 5 years experience in agency or agency management or in-house client
Strong analytical background
Strong demonstrable experience in thought-leadership and developing a view on the future of performance marketing
Proven ability in digital performance marketing strategy (execution preferable), particularly programmatic and search
Strong commercial acumen
Strong presentation skills