OPENMIND
Job Title: ZEUR Paid Social Lead, Business Director, Social Solutions
Departments / Teams: OPENMIND ZEUR Above Market / Mindshare’s Channels & Solutions
Role Scope: 50% OPENMIND ZEUR Above Market / 50% Mindshare Channels & Solutions
About Openmind
OpenMind by WPP is an integrated agency model drawing on talent from across WPP. It has been created to accelerate the European transformation for Nestlé’s media function. Core to the solution is the advanced best data and technology capabilities, fueled by WPP’s investment in AI, to maximise the impact of Nestlé media investment.
Account Overview
OpenMind was recently awarded the ZEUR assignment for Nestle Europe. With 47 countries, +450 team members, and regular new product launches, the account is looking for a ZEUR Paid Social Lead to provide strong Biddable experience and leadership for in-scope Nestle categories, supporting the ZEUR Social Leads. Being above market (i.e. not activation), the role offers plenty of variety, with an enjoyable balance between directional strategic consultancy, market governance and more broadly laying the framework for excellence, ensuring we’re delivering change at scale. We have a clear plan to create something special with Nestlé’s Paid Social and we’d love you to be a part of it.
OPENMIND OVERVIEW OF ROLE:
We have a unique opportunity to raise the bar for Paid Social across ZEUR and Channel & Solutions, working with some of the biggest brands on the planet eager to showcase their supremacy online. As the overarching Paid Social Lead in the Above Market Zone and Channel & Solutions team, you’d be working as part of a group of specialists holding authority across the Zone. This means in-market teams activating will look to your team for guidance and leadership. You will be partnering with brands to ensure they have a clear strategy in place to maximise on the paid opportunity available, which will include working with business units at varied stages of digital maturity.
OPENMIND RESPONSIBILITIES:
- Be responsible for the effective functioning of Paid Social performance and across ZEUR.
- Support the zone digital leadership with evolution through growth and development of paid social offering across the region.
- Co-build the regional Paid Social roadmap and the application of maturity frameworks that can support paid social growth in varying maturity markets.
- Ensure that the Nestlé Paid Social best practices are applied throughout the region and that global constructs are connected to local media buying
- Forge and maintain relationships with key strategic media partners to ensure that we are fully embracing new media, technology and data opportunities as they emerge.
- Develop Paid Social strategies at a zone level to maximise the biddable performance across Nestle Europe. These strategies then need to be adapted and rolled out for specific business units, which will have differing objectives and budgets. It is vital we’re taking advantage of the short-term opportunities for Nestle whilst laying strong foundations for future changes in Social.
- Work closely with the ZEUR Nestle Social Leads to ensure the Paid Social strategic focuses align with those of the specific business units and with Nestle at a global level too.
- Effective, positive management of a direct team of Paid Social specialists, some of which have plenty of valuable previous Nestle experience.
- Build up a constructive, positive rapport with senior client contacts and main partners i.e. Meta, TikTok, Snapchat, Pinterest etc.
- A confident presenter with the ability to communicate the value of paid Social to the wider Nestle business, distilling detail into key actions and outcomes for relevant stakeholders.
- Commitment to driving initiatives focused on utilising first party data to great effect.
- Stay up to date on the latest trends in Paid Social, adapting the strategy accordingly in alignment with global Nestle guidance
- Ensure knowledge and best practices are shared between OpenMind and Channel & Solutions team
ABOUT MINDSHARE AND CHANNELS & SOLUTIONS TEAM:
Mindshare is a media services company that accelerates Good Growth for its clients. Our company values of energy, empathy and impact bind together our diverse global family of 10,000 people from every culture and with every specialist skill you can imagine.
The Channels & Solutions teams exists to evolve how we engage with clients over the activation of media, its contribution to business performance and how integration of capabilities and thinking are the critical element to driving growth for clients. Optimising media isn’t enough, we need to understand the eco-system that influences true business performance, and the role media plays in influencing that.
As part of Channels & Solutions, there is a collective of Channel management, the activation of media, Channel Strategy, the connection between media and business performance, and Channel Development, the project managers and integrators to capabilities that exist beyond media and into the wider network and client.
CHANNEL SOLUTIONS OVERVIEW OF ROLE:
The candidate will report into the Channel Solutions Partner and be an integral part of the Channels and Solutions leadership team sharing cross channel knowledge and contributing to channel integration across Mindshare. The ideal candidate will be expected to use their own initiative in leading social strategy and capabilities for Mindshare’s Channels & Solutions team as well as setting up processes and expectations for the social team within the client hub. You will be expected to lead, by example, growing the client base by upselling new services and contributing to team PR opportunities.
CHANNELS & SOLUTIONS RESPONSIBILITIES:
Work with the capability lead and the wider Channels & Solutions Senior Leadership team to:
Developing our product
- Lead the development of Social Solutions for MS WW digital offering and create roadmaps for the Paid Social product, to differentiate and future proof our offering
- Establish and nurture a relationship with all key partners (Meta, Tiktok, Snapchat, Pinterest etc) and in collaboration with key senior stakeholder, develop annual JBPs and a QBR process for Mindshare Channels & Solutions
- Create a consistent, challenging, but exciting recruitment experience for candidates that allows us to find and secure the best talent in the market
- Contribute and lead Paid Social related aspects of New Business and upselling and cross-selling services and capabilities to ZEUR Nestle in the region.
- Support Global and EMEA team in the development and implementation of Channels & Solutions and take a leading role in the Paid Social elements across Channel Strategy and Development for OpenMind and Mindshare.
- Overall responsibility for the Paid Social capability and how Paid Social integrates with other channels and functions across MS WW.
- Responsible for the Integration of the strategic development and the planning process ensuring that all key recommendations integrate insights to deliver against client’s business outcomes.
- Play a key role in the development of the Digital Strategy (Planning & Buying) framework to build a holistic approach to how Paid Social within digital environment.
- Support Global and EMEA team in the development and implementation of Digital Solutions and take a leading role in the Paid Social elements across Strategy, Development and Channel Management.
Raising our profile
- Build and maintain relationships with ZEUR NESTLE Clients, CHQ level, Client Leads, as well as offering strategic guidance to help grow the business and strengthen the relationship.
- Surface and share great work from the team and ensuring that case studies of great work are regularly created.
- Collate case studies of great work.
- Enter relevant industry awards and create POVs regarding industry developments.
- Contribute to key industry events and represent Mindshare and OpenMind externally.
- Regular development of opinion pieces related to Paid Social to be shared across EMEA, build external and internal profile and act as a thought leader in the Paid Social space.
- Build and maintain relationships with Client Leads, offering strategic guidance to help grow the business and strengthen the relationship.
- Work with HR/other channel leads to ensure the Channels & Solutions story is positioned correctly with recruiters
- Develop the profile of Mindshare Channels & Solutions through training, presentations, and other communication.
- Support Senior leadership and line manager with regular updates on up-and-coming innovation, changes to industry landscape.
Inspiring our people
- Maintain a positive attitude towards all areas of our work and look for opportunities and solutions from challenges.
- Work with the OpenMind Senior Stakeholders and Mindshare WW SLT to ensure the team is resourced correctly.
- Establish a relationship with key senior clients, through QBRs/proactive projects.
- Regular maintenance of talent mapping and career path development plans for all direct reports.
- Work with peers and Account Directors to deliver consistent, welcoming onboarding experience for all new starters.
- In collaboration with senior stakeholders support the creation of a vision for the team and communicate the initiatives that will help us achieve it
- Regularly update the team on live initiatives, business performance, new business opportunities and any other relevant topics
- Maintain a strong line of communication with all team members including the Head of Social.
- Work with Account Director(s) to ensure all team members have clear objectives (SMART) and development plans, tailored to their needs.
- Work with our HR teams to develop training plans to plug any skills gaps around the team.
- Work with the OpenMind and Mindshare Channels & Solutions lead and the Operations lead to create development and succession plans for the team when required.
Driving our process
- Develop and maintain on-boarding process for new starters.
- Take the lead on one or more integration projects as well as supporting others, and kick-start initiatives to remove silos and streamline communication.
- Work with the Channels & Solutions Managing Partner and our finance teams to develop and maintain a clear, simple finance process that eradicates errors.
- Constantly review all optimization, budget management, task management, testing, and other processes to identify opportunities for improvement in effectiveness or efficiency.
Ensuring our profitability
- Overall responsibility for the above market Paid Social ZEUR NESTLE team and provide regular monthly updates to the Managing Partner Channels & Solutions WW.
- Submission of QFRs to Managing Partner, Channels & Solutions and WW / OpenMind Finance leads, with supporting context.
- In collaboration with key relevant stakeholders identify opportunities for negotiation with clients where additional funding is required for resource, or SOWs need to be amended.
- Work with Account Director(s) to ensure client resource allocations are adhered to, reported, and flagged when required to the OpenMind /Mindshare where scope negotiations are required.
- Support and deliver new business pitches and drive new revenue streams agenda.
- Commercially driven and forward thinking in the expansion of business opportunities, entrepreneurial in mind-set and always looking to develop incremental or new services both centrally and locally.
Delivering client performance
- In partnership with Client Teams, Capability lead, Partners, Business and Account Director(s), lead the Paid Social agenda for OpenMind and ZEUR Nestle.
- Work with the Account Director(s) and clients to create and maintain account roadmaps for ZEUR NESTLE, covering testing, innovation, growth, and other elements.
- Identify and activate the right technology following best practice and ensure reporting is focused on actionable insight.
- Work with Account Directors and their teams to deliver on consistent improvement in performance for OpenMind ZEUR and share learnings with wider group.
- Deliver best-in-class approach to Paid Social, rooted in the Mindshare Channels & Solutions Best Practice Framework, and raise any barriers to the capability lead.
YOUR KNOWLEDGE & ABILITIES:
- Impressive track record of devising Paid Social strategies, implementing them and charting subsequent improved business performance. We view our clients’ businesses as our own and we expect you too as well.
- Experience working with businesses which are made up of multiple business units and the complexity of how those businesses overlap from a Social perspective.
- Experience devising strategies which span multiple markets, either within Europe, or globally.
- A complete knowledge across all areas of paid Social from granular campaign setup through to impactful reporting. Depending on the market and the business units, the best opportunities will vary, as will the subsequent requirements from the Paid Social teams.
- Experience in dealing with varying levels of digital and market maturity
- Ability to connect outcomes to business decisions and discuss insights with clients that can inform elements beyond media.
- Ability to demystify Paid Social to ensure clients and the wider team understand what actions are required to achieve compelling results. An ability to craft and deliver stories that resonate beyond Social specialists.
- Experience leading and developing a talented, multi-faceted team united in a common effort to produce best in class Paid Social activity as a cohesive, positive unit.
- A thought leader with strong opinions on Paid Social which have been shaped from years of hands-on experience.
- Exposure to Digital more broadly, engaging with the specialism in a passionate, intellectual capacity.
- Experience with a wide range of supporting Social tools.
- Extensive experience using PowerPoint and delivering presentations to senior stakeholders.
- Calm under pressure and able to always think about the bigger picture.
