24 ott - Milano
Generali
Within Group Brand, we are looking for a Media & Brand Strategy Lead to drive the visibility, impact and effectiveness of the Generali brand. Accountable for the Group paid media agenda across brand and performance objectives, the role ensures media investments drive both long-term brand growth and business impact, while advancing marketing effectiveness through data, innovation and AI-enabled approaches. Full-funnel media strategy & governance
• Define the Group's full-funnel paid media strategy across brand-building and performance objectives, aligning audience priorities, business goals and investment decisions.
• Ensure an integrated approach across brand and performance media, with clear roles, KPIs and investment principles across the funnel.
• Lead the global media agency relationship, including strategic direction, scope of work, quality standards, planning expectations and performance reviews.
• Guide markets on media strategy, investment decisions and optimisation opportunities, challenging recommendations where needed and sharing best practices across the global community.
• Oversee global media partnerships and annual joint business planning with key technology partners, including Google and Meta, in coordination with Procurement and relevant teams. Measurement, effectiveness & investment
• Own the brand measurement and media effectiveness agenda, including brand KPIs, campaign evaluation and investment performance.
• Drive the development of Marketing Mix Modelling and the Brand Investment Case to strengthen investment decisions and demonstrate business impact.
• Connect brand health, media performance and business outcomes, turning data into action for Group and markets.
• Define integrated measurement frameworks, KPIs and decision rules across brand and performance objectives.
• Leverage AI-enabled analytics and decision-support solutions to improve effectiveness and investment decisions.
• Promote a test-and-learn culture, using evidence, experimentation and AI-enhanced insights to refine audiences, channels, investment guidance and future planning. Brand planning & strategic guidance
• Support the development and evolution of Generali’s global brand strategy, translating Group priorities into clear market guidance and planning choices.
• Lead the integrated annual brand planning process, including the global roadmap, strategic priorities, milestones, dependencies and governance moments.
• Contribute to strategic narratives, business cases and recommendations for leadership forums, working with the Brand Director and cross-functional teams. Leadership & collaboration
• Connect brand media and performance activity through integrated planning and clear KPIs across the funnel.
• Work closely with Creative Excellence & Brand Identity, Brand Activation, Digital, CX, Communications, Procurement and local markets so strategy, creative, media and measurement operate as one connected system.
• Champion the adoption of AI-enabled and emerging media capabilities, translating innovation into measurable marketing impact in collaboration with AI and Digital Team.
• Influence senior stakeholders, markets, agencies and partners without relying on direct authority, bringing clarity to complex choices and accelerating decisions. Requirements
• Bachelor’s or Master’s degree in Marketing, Business, Economics, Communications or a related field.
• 10+ years of experience in media strategy, integrated marketing, marketing effectiveness or brand strategy, gained in a multinational company, media agency, marketing consultancy or global brand organisation.
• Proven track record defining media strategy, governance and investment frameworks across multiple markets is essential.
• Strong expertise across both brand and performance media, with the ability to connect long-term brand growth with measurable business outcomes.
• Ability to leverage data, technology and AI-enabled solutions to improve media planning, effectiveness or investment decisions.
• Demonstrated leadership of global agency relationships, cross-market planning processes and strategic technology partnerships. International and multi-market experience is essential.
• Strong knowledge of audience strategy, media planning and integrated campaign development.
• Good command of brand measurement, media effectiveness and investment evaluation. Experience with MMM, experimentation or brand investment cases is strongly preferred.
• Ability to connect upper-funnel brand building with performance marketing and to define the different roles, KPIs and decision rules across the funnel.
• Strong analytical and commercial judgement, with the ability to translate complex data into clear business recommendations.
• Fluent English is mandatory. Italian and other European languages are an advantage. Soft
skills:
• Strategic thinker with strong synthesis skills and a pragmatic, action-oriented approach.
• Confident communicator and credible partner for senior stakeholders.
• Able to influence without direct authority in a matrix organisation.
• Collaborative and culturally aware leader who builds understanding and creates clarity across diverse teams, markets, agencies and partners.
• High ownership, sound judgement and ability to manage multiple priorities with consistent quality.
• Challenges established approaches and actively seeks new ways to improve effectiveness, leveraging data,
technology and AI to drive better decisions and outcomes.
What we offer
We offer
employment at the Manager level with the relevant salary, in accordance with the CCNL ANIA for non-executive employees and the Generali Group Company Agreement. Gross annual salary ranging between 65K€ and 80K€. The final offer will be aligned with the candidate’s professional experience, technical and soft skills relevant to the role, and may include an individual variable component. We also offer (to be customized depending on the role):
• Lavoro da remoto and flexible hours
• Corporate welfare system
• Meal vouchers
• Supplementary health insurance and discounted insurance policies
• Well-being initiatives
• Training and development
• Structured continuous learning paths (technical and managerial)
• Career development programs within the Group
• Access to learning platforms and internal mobility opportunities, including international assignments. Why work with us Joining Generali means becoming part of an international Group with a strong heritage and a forward-looking vision, where people are at the center of our sustainable growth strategy. We foster a responsible, inclusive, and innovation-driven work environment, where everyone can contribute to creating value for customers, society, and the communities in which we operate. We believe that diversity, equity and inclusion are essential to building a stronger culture and driving sustainable growth. At Generali, you will find opportunities to grow through continuous learning, career development paths, and internal mobility across the Group. We recognize talent and merit, and support flexibility as a key enabler of well-being and a sustainable work-life balance. Working with us means sharing strong values and taking on meaningful challenges together to build a safer and more sustainable future every day. As an Equal Opportunity Employer, Generali evaluates all applications based exclusively on objective and gender-neutral criteria, including skills, experience and potential, ensuring fairness and transparency throughout the selection process. Company Profile Generali Group Head Office is the guidelining unit of the Generali Group, one of the largest global insurance and asset management providers. Established in 1831, Generali is present in over 50 countries in the world, with a total premium income of € 82.5 billion in 2023. With around 82,000 employees serving 70 million customers, the Group has a leading position in Europe and a growing presence in Asia and Latin America. At the heart of Generali’s strategy is its Lifetime Partner commitment to customers, achieved through innovative and personalised solutions, best-in-class customer experience and its digitalised global distribution capabilities. The Group has fully embedded sustainability into all strategic choices, with the aim to create value for all stakeholders while building a fairer and more resilient society.
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