Senior Manager Global Paid Media Effectiveness

Our Global Brand, Marketing & Communications team are looking for an experienced and highly capable Senior Manager Global Paid Media Effectiveness to join the team in a newly created role.

As a Senior Manager Global Paid Media Effectiveness, you will play a pivotal role in shaping this capability growth in close collaboration with our local markets. This is a role without direct reports but with a lot of project management with multiple project members and stakeholders. It combines operational hands on analytics work with cross market organizational work and strategic media investment decision making.

The Team

In this new role you will join the Global Media, Analytics & Insights team (which is a core function under the Global Brand & Marketing umbrella) and report into the Global Lead Media, Analytics & Insights. The Global Media, Analytics & Insights team is a team with several nationalities, and currently consists of 1 Global Lead, 1 Senior Manager Global Paid Media, 3 Brand & Marketing Research Experts, and one Senior Manager Global Marketing Technology.

You will work hand in hand with the Senior Manager Global Paid Media, where he will focus on paid media strategy, paid media capability building, and global partnerships with media agencies and media partners, and you will focus on paid media effectiveness.

Roles and responsibilities

Paid Media Effectiveness

• Lead ING’s global media measurement framework across marketing mix modelling, attribution and incrementality testing.

• Drive the new global marketing mix modelling program across ING’s nine retail markets, work with an external partner to develop models, generate insights and translate recommendations into business impact. This will be the biggest project in the first year.

• Define and implement ING’s global approach to attribution modelling, including multi-touch attribution, and guide local markets on how to use attribution outputs effectively.

• Create and deploy a scalable framework for incrementality testing across markets, including test design, governance, measurement standards and reporting.

• Measure sponsorship effectiveness. 

• Ensure paid media effectiveness analysis is closely connected to relevant business and commercial outcomes, such as acquisition, conversion, customer value and cost efficiency.

Paid Media Reporting and Analytics

• Establish global KPIs, benchmarks, taxonomy standards, dashboards and campaign reporting  across markets, while allowing for relevant local adaptations.

• Use business intelligence tools such as Power BI and analytics tools such as Google Analytics and Adobe Analytics or similar platforms to create transparency on paid media performance.

• Aggregate data and insights from local markets to identify global trends, performance drivers, optimization opportunities and repeatable best practices.

• Analyze media performance data to uncover insights and inform media investment decisions at global and local level.

• Provide regular global performance reports and actionable recommendations to senior stakeholders, linking paid media activity to business outcomes.

Marketing Budget Setting and Analysis

• Create or improve methodology to define marketing budget per market, with a focus on effectiveness, efficiency and investment sufficiency, and taking into account external benchmarks. 

• Provide guidance on how to divide marketing budget in markets across channels.

• Analyze and report actual marketing spend vs agreed budgets and channel split, to help markets and global stakeholders steer investment decisions throughout the year.

• Define, analyze and report cost per acquisition metrics across products and business lines to drive marketing budget related business decisions.

• Improve the reporting of marketing spend in our financial systems.

• Translate measurement learnings into practical budget guidance, helping markets improve channel mix, media budget sufficiency and return on investment.

Project Management, Collaboration and Stakeholder Management

• Act as the project manager on above mentioned media effectiveness topics. Although no direct reports, manage the people involved in the projects, such as people from global Brand, Marketing and Comms team, local Brand, Marketing & Comms teams, local Growth teams, global business leaders and external partners.

• Act as a strategic partner to local media, digital acquisition, growth, brand and marketing teams to align on media effectiveness goals, measurement tools and reporting standards.

• Manage and engage our key stakeholders: the markets, and our Retail and Wholesale banking business leaders. Align with them on our projects and help them achieve our joint business goals.

• Transform complex paid media and measurement topics into clear language for senior business leaders.

• Work closely with media agencies and analytics partners to ensure consistent measurement quality, data reliability and adoption of recommendations.

• Connect the global paid media community across our nine retail markets, around media effectiveness learnings, experimentation standards and performance improvement opportunities.

• Help to build media effectiveness capabilities in the markets across above mentioned topics.

• Stay up to date on industry developments in media measurement, privacy, media platform changes, AI-enabled analytics and emerging media effectiveness methodologies.

• Excellent level of English, spoken and written.

• Willing to travel to ING markets, and to support projects locally if required. Travel <10%.

How to succeed

We hire smart people like you for your potential. Our biggest expectation is that you’ll stay curious. Keep learning. Take on responsibility. In return, we’ll back you to develop into an even more awesome version of yourself.

We are looking for the following experience:

• 10-20 years of professional experience in media effectiveness/ media analytics/ media performance measurement, with a good understanding of both media and analytics, and both online and traditional media, and both top of the funnel (branding) and bottom of the funnel (performance marketing) media.

• Preferably experience in banking, financial services or another complex corporate multinational environment, and experience at a media agency

• Preferably experience in global head office position, working with local markets, and creating capabilities in local markets.

• Strong experience with marketing mix modelling, ideally including multi-market deployment and adoption of recommendations.

• Proven experience with attribution modelling, incrementality testing and experimentation frameworks.

• Experience connecting paid media performance to business and commercial outcomes, including conversion, acquisition, sales, customer lifetime value and cost efficiency.

• Experience developing standardized media reporting, taxonomy, KPI frameworks and measurement methodologies across markets.

• Experience with marketing technology such as ad platforms (e.g. Google, Meta, Tiktok), web analytics (e.g. Google, Adobe), BI (e.g. Power BI, Looker Studio, Cognos), CDP (e.g. Tealium, Adobe), marketing automation (e.g. Salesforce, Hubspot).

• Excellent understanding of data privacy regulations and their impact on media measurement, including GDPR and consent-driven measurement environments.

• Experience managing external analytics, media agency, platform or measurement partners.

• Some experience, interest and understanding of the impact of AI on paid media.

• Ideally experience with sponsorship effectiveness.

• Experience managing several complex projects simultaneously.

• Bachelor’s or ideally Master’s degree in marketing, business, economics, econometrics, analytics, statistics or another relevant field.

Rewards and benefits

We want to make sure that it’s possible for you to strike the right balance between your career and your private life. Find out more about our employment conditions.

The benefits of working with us at ING include:

• 25-28 vacation days depending on contract

• Pension scheme

• 13th month salary

• 8% Holiday payment

• Hybrid working

• Personal growth and challenging work with endless possibilities

• An informal working environment with innovative colleagues

About us

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