Media Planning & Buying Manager (TCP)

Descripción del puesto:

Overview

Location Overview

Working with inspiring and experienced colleagues, you'll find that the atmosphere in our city-centre office in Kraków or Warsaw is informal and engaging. With drive and ingenuity, our teams deliver vital services to PepsiCo employees around the world. With an active, get-things-done culture, this is a place where your dynamism and agility will make a difference.

The In-House Biddable Media Operations Specialist is fully hands-on in the execution of Paid Search, Social, and Programmatic campaigns in North America. The role is focused on day-to-day buying, bid management, audience targeting, pacing, and campaign optimization, without responsibility for strategy or oversight of other teams. This role ensures campaigns run efficiently, meet KPIs, and adhere to governance and operational standards.
Responsibilities

1) Campaign Execution & Buying

* Execute campaigns on DSPs and ad platforms including DV360, The Trade Desk, Amazon DSP, Google Ads, and Meta Ads Manager.
* Apply RTB strategies and bid adjustments dynamically based on audience, placement, device, dayparting, and performance signals.
* Implement budget pacing, bidding rules, and audience targeting to maximize CPA/ROAS and media efficiency.
* Monitor campaigns in real-time, making adjustments to bids, targeting, and placements to meet KPIs.
* Ensure cross-platform and cross-channel consistency in messaging and audience delivery.

2) Optimization & Performance

* Leverage platform-level automation, AI tools, and optimization features for campaign efficiency and ROI improvements.
* Conduct ongoing performance analysis (CPR, CPM, CPA, ROAS, incrementality testing) and implement optimizations.
* Identify trends and anomalies in performance data, making actionable recommendations to improve campaign results.
* Implement and maintain audience segmentation, including 1P/3P data, retargeting, lookalikes, suppression logic, and geo-targeting.

3) Financial & Budget Execution

* Track campaign-level spend and pacing, ensuring adherence to budget and ROI objectives.
* Apply cost controls and optimizations under guidance from senior person to maximize media efficiency.
* Support reporting and reconciliation of campaign spend and performance metrics.

4) Vendor & Platform Support

* Collaborate with DSPs, ad platforms, and vendors to troubleshoot execution issues and ensure campaigns leverage platform capabilities fully.
* Stay updated on platform innovations, RTB features, and bid strategy enhancements to maintain high campaign performance.

5) Team Collaboration & Development

Work closely with Manager and peers to standardize execution workflows, adopt best practices, and optimize campaign delivery

Qualifications

* 5-7 years of hands-on digital media buying and programmatic execution, including agency and/or client-side experience.
* Operational experience in FMCG or multi-brand campaigns with significant media budgets.
* Technical proficiency in DSPs and ad platforms: DV360, The Trade Desk, Amazon DSP, Google Ads, Meta Ads Manager.
* Strong understanding of RTB, bidding strategies, bid adjustments, audience targeting, dayparting, and geo-targeting.
* Experience implementing audience segmentation and activation: 1P/3P data, lookalikes, retargeting, suppression logic.
* Hands-on optimization skills to improve CPA, ROAS, and campaign efficiency.
* Operational and financial awareness: budget pacing, cost monitoring, and efficiency tracking.
* Ability to work collaboratively in a fast-paced matrix environment under Manager guidance.

For the purpose of ensuring informed and transparent negotiations, those who advance to the interview stage will be provided with information regarding the initial level of renumeration for the position. During the interview, any questions will be addressed and additional information on the process provided.

The 'Internal Reporting Procedure' for making reports of violations of the law and taking follow-up action in terms of the Law on Whistleblower Protection of June 14, 2024 is available at www.pepsicopoland.com under the Contact/Career tab.

1) Campaign Execution & Buying

* Execute campaigns on DSPs and ad platforms including DV360, The Trade Desk, Amazon DSP, Google Ads, and Meta Ads Manager.
* Apply RTB strategies and bid adjustments dynamically based on audience, placement, device, dayparting, and performance signals.
* Implement budget pacing, bidding rules, and audience targeting to maximize CPA/ROAS and media efficiency.
* Monitor campaigns in real-time, making adjustments to bids, targeting, and placements to meet KPIs.
* Ensure cross-platform and cross-channel consistency in messaging and audience delivery.

2) Optimization & Performance

* Leverage platform-level automation, AI tools, and optimization features for campaign efficiency and ROI improvements.
* Conduct ongoing performance analysis (CPR, CPM, CPA, ROAS, incrementality testing) and implement optimizations.
* Identify trends and anomalies in performance data, making actionable recommendations to improve campaign results.
* Implement and maintain audience segmentation, including 1P/3P data, retargeting, lookalikes, suppression logic, and geo-targeting.

3) Financial & Budget Execution

* Track campaign-level spend and pacing, ensuring adherence to budget and ROI objectives.
* Apply cost controls and optimizations under guidance from senior person to maximize media efficiency.
* Support reporting and reconciliation of campaign spend and performance metrics.

4) Vendor & Platform Support

* Collaborate with DSPs, ad platforms, and vendors to troubleshoot execution issues and ensure campaigns leverage platform capabilities fully.
* Stay updated on platform innovations, RTB features, and bid strategy enhancements to maintain high campaign performance.

5) Team Collaboration & Development

Work closely with Manager and peers to standardize execution workflows, adopt best practices, and optimize campaign delivery

Requerimientos del candidato/a:

* 5-7 years of hands-on digital media buying and programmatic execution, including agency and/or client-side experience.
* Operational experience in FMCG or multi-brand campaigns with significant media budgets.
* Technical proficiency in DSPs and ad platforms: DV360, The Trade Desk, Amazon DSP, Google Ads, Meta Ads Manager.
* Strong understanding of RTB, bidding strategies, bid adjustments, audience targeting, dayparting, and geo-targeting.
* Experience implementing audience segmentation and activation: 1P/3P data, lookalikes, retargeting, suppression logic.
* Hands-on optimization skills to improve CPA, ROAS, and campaign efficiency.
* Operational and financial awareness: budget pacing, cost monitoring, and efficiency tracking.
* Ability to work collaboratively in a fast-paced matrix environment under Manager guidance.

For the purpose of ensuring informed and transparent negotiations, those who advance to the interview stage will be provided with information regarding the initial level of renumeration for the position. During the interview, any questions will be addressed and additional information on the process provided.

The 'Internal Reporting Procedure' for making reports of violations of the law and taking follow-up action in terms of the Law on Whistleblower Protection of June 14, 2024 is available at www.pepsicopoland.com under the Contact/Career tab