JOB DESCRIPTION:

Position: Head - Digital Media Buying

Location: Kolkata, W. Bengal

Function: Digital Media / Media

Level: Senior Management

About the Role:

Our client is looking for an experienced Head - Digital Media to lead digital media strategy, planning, investment and execution across its brand portfolio.

The role will be responsible for developing and driving digital media communication across relevant platforms, ensuring that digital media investments deliver maximum impact against brand and business objectives.

The individual will also work closely with internal brand/marketing teams and external media, advertising and digital partners to ensure effective campaign execution, optimisation and measurement.

Key Responsibilities:

1. Digital Media Strategy:

- Participate in developing the annual digital media strategy and roadmap for assigned brands.

- Translate overall marketing and media objectives into effective digital media strategies.

- Develop digital marketing briefs based on brand and media requirements.

- Determine the optimum mix of digital media activities and platforms for different campaigns.

- Develop digital media plans and activity schedules aligned with campaign objectives and budgets.

- Evaluate alternative approaches and recommend the most effective digital media solutions.

- Analyse competitor activity, consumer trends, market developments and available data to identify opportunities and inform digital media strategy.

- Ensure digital media investments are aligned with brand, portfolio and company objectives.

2. Digital Media Planning & Buying:

- Plan digital media properties, platforms and influencers in line with campaign strategy.

- Lead digital media buying and negotiations with relevant platforms, properties and partners.

- Negotiate commercial terms to ensure optimum utilisation of media budgets.

- Work closely with internal finance/accounts teams to ensure timely purchase orders and payment processing.

- Keep abreast of emerging digital platforms, media opportunities and new forms of digital engagement.

3. Campaign Optimisation & Effectiveness:

- Identify innovative approaches to improve the effectiveness and efficiency of digital media campaigns.

- Monitor campaign performance and analyse effectiveness against agreed objectives.

- Evaluate campaign data and provide actionable recommendations to improve future performance.

- Track feedback and outputs from agencies and media partners.

- Oversee digital content dissemination to ensure alignment with the agreed content strategy and brand positioning.

- Ensure digital campaigns deliver the desired brand visibility and communication impact.

4. Agency & Vendor Management:

- Work with brand teams to develop and communicate briefs to digital media agencies.

- Lead agency/vendor evaluations and pitches based on campaign and brand requirements.

- Assess agencies based on capability, past performance and effectiveness of digital campaigns.

- Support onboarding and contracting of new agencies and vendors.

- Negotiate agency/vendor commercials to ensure optimum value within approved budgets.

- Monitor agency and vendor performance against agreed deliverables and timelines.

- Build strong relationships with media agencies, research agencies, digital platforms and other ecosystem partners.

- Stay connected with the market to understand new offerings, platforms, technologies and opportunities.

5. Reporting & Knowledge Management:

- Monitor and report on digital media outputs, performance and feedback.

- Evaluate the effectiveness of digital media communication activities.

- Develop appropriate reports and performance reviews for internal stakeholders.

- Maintain relevant knowledge-sharing and documentation for the media team.

- Use data and insights to continuously improve digital media planning and execution.

Candidate Profile:

Education:

- MBA / PGDM preferred.

- Specialisation in Digital Marketing, Advertising & Communication, Digital Media or Marketing will be preferred.

Experience:

- 12 - 15 years of relevant experience in digital media, media planning, digital advertising or related areas.

- Experience should include significant exposure to digital media strategy, planning, buying, campaign optimisation and agency/vendor management.

- Prior experience in FMCG is strongly preferred.

- Candidates with a mixed experience of Agency and Corporate most preferred.

The successful candidate should have strong capability in:

- Digital Media Planning

- Digital Media Strategy

- Media Mix / Advertising Mix

- Marketing Communication

- Digital Media Buying

- Campaign Optimisation

- Consumer Behaviour & Insights

- Agency & Vendor Management

- Budget & Commercial Management

- Performance Analysis and Reporting

- Digital Platforms and Emerging Media

- Competitive and Market Analysis

Leadership & Behavioural Attributes:

- Strong result orientation

- Analytical and data-driven thinking

- Consumer orientation

- Strong team-working and leadership capability

- Innovation mindset

- Strategic orientation

- Strong stakeholder management and influencing skills

- Ability to build and leverage external networks

- Strong commercial acumen

- Ability to work effectively across multiple brands and stakeholders

Key Stakeholder Interfaces:

Internal:

- Sales

- Marketing / Brand Teams

- Media Teams

- Finance & Accounts

- Shared Services

- Other relevant business stakeholders

External:

- Media & Advertising Agencies

- Digital Media Agencies

- Research Agencies

- Digital Platform Vendors

- Media Platforms and Influencer Ecosystem

What We Are Looking For:

The ideal candidate would be someone who has actually managed digital media strategy and investment at scale, rather than someone whose experience is predominantly in social media, content marketing or digital communications.

FMCG experience will be particularly relevant, especially candidates who understand multi-brand environments, consumer behaviour, media budgets, agency ecosystems and the pressure to demonstrate measurable campaign effectiveness.

Location: Kolkata