Description:
- This senior leadership role, Performance Media Activation Director, reports to the VP Global Media & Sponsorships.
- Lead the strategic activation of the regional media capability, ensuring regional programs reflect Global COE vision, championing and embedding buying-group-led media strategy within holistic media planning, while maximizing local account-based buyer group pipeline velocity and brand KPIs.
- Mission: Collaborate with Integrated marketing team to drive measurable media outcomes, increase pipeline velocity, and gain competitive advantage via highly-targeted Buyer Group media strategy and ABM at scale across all outsourced paid media channels, in partnership with the agency and program leaders.
- Establishes a technology and AI-first approach with the media agency, aligning execution with ServiceNow's ethos for market differentiation.
- Leads the (APAC) Media Activation for performance programs, manages the strategic and financial media agency relationship, ensures global quality execution, and fosters deep partnerships across IMC, Audience, and Data & Analytics teams.
Responsibilities:
- Works with VP of Global Media and Sponsorships, and other regional directors to Define the strategic roadmap for the COE, focusing on global process excellence and building expertise in highly-targeted, multi-channel B2B media.
- Direct regional agency performance and strategic alignment, governing the local application of global SOWs and ensuring regional strategies meet global performance benchmarks and budgeting requirements.
- Establish governance for media agency insights generation, ensuring efficient delivery to Audience Intelligence for Connection Strategy.
- Own planning, forecasting, and reconciliation of the global media activation budget, maximizing ROI across Buyer Groups and countries.
- Direct the synthesis of data to create an executive-level performance story demonstrating media's contribution to GTM success.
- Partner with Audience Intelligence, IMC, and Digital Experience leaders to ensure synchronized media execution across the customer journey.
- Educate ONE Team and regional leaders on high-impact performance media opportunities to maximize adoption and return.
- Partner on the AdTech roadmap and ensure data flow and integrity for accurate targeting and cross-channel measurement.
- Lead, mentor, and coach the Global and Regional Media Activation team, ensuring clear roles, high performance, and deep expertise.
- Govern the strategic use of AI and machine learning in media execution, evaluating agency performance for efficiency and competitive differentiation.
Key outputs:
- Activation COE Strategy & Capability Roadmap
- Global/Regional Media & Partner Relationship Strategy
- Global/Regional Activation Governance Model
- Strategic Performance & Optimization Report
- AI & Innovation Adoption Framework
- Channel Insight Governance Framework
Qualifications (skills and competencies):
Hard Skills:
- Global Media Agency Governance & Financial Management
- Global Paid Media Portfolio Strategy & Oversight
- Advanced ABM/Buyer Group Media Strategy
- AI/ML Media Strategic Governance and Evaluation
- AdTech Strategy & Data Flow Architecture
Soft Skills (Leadership Competencies):
- Vision & Strategic Planning
- Executive Communication & Influence
- Governance & Process Design
- Accountability & Risk Management
- Talent Leadership & Capability Building
- Proven expertise in regionalized media activation leadership and the strategic orchestration of distributed agency teamsDescription:
