Head of Media PL&B

HEAD OF MEDIA - POLAND & BALTICS HUB

Mission

Lead the media strategy and capabilities for the LDB division across Poland and the Baltics, ensuring that media investment supports brand growth, e-commerce acceleration and measurable business impact.

• Translate divisional and brand priorities into an integrated strategy across awareness, performance, e-commerce, retail media, SEO and GEO.
• Strategically direct investment towards the brands, channels and opportunities with the greatest potential to accelerate business growth.
• Use data and media expertise to challenge existing plans, influence business priorities and make investment choices that deliver measurable impact.
• Build a high-performing media team and strengthen collaboration with brands, commercial teams, CDMO and Zone stakeholders.

As Head of Media, you will be responsible for:

• Setting the divisional media strategy across awareness, consideration and performance, including e-commerce and retail media, ensuring alignment with business objectives, brand priorities and the broader LDB strategy.
• Leading and developing the media team, including the Awareness Media Manager and Performance Media Manager; setting clear priorities, objectives and ways of working.
• Shaping the annual media investment strategy, allocating resources across brands, channels and funnel stages to maximize business impact and support long-term growth.
• Driving e-commerce growth through media, working closely with commercial and e-commerce teams to align media plans with retailer priorities, online sales opportunities and business objectives.
• Developing the retail media agenda for the division, strengthening collaboration with retailers and ensuring investment is guided by clear objectives, robust measurement and actionable insights.
• Setting strategic direction for SEO, SEA and GEO, ensuring these capabilities support brand visibility, consumer discovery and e-commerce growth, with clear ownership across the team.
• Influencing business decisions through investment choices, challenging existing plans and directing investment towards opportunities with the greatest potential to accelerate growth.
• Building evidence-based investment recommendations, using performance data, consumer insights, retailer data and market opportunities to recommend where to increase, reallocate or reduce spend.
• Overseeing annual media planning and investment, ensuring budgets are used effectively and adjusted as business needs and campaign results evolve.
• Ensuring full-funnel integration across paid media, advocacy, e-commerce and retail media, identifying opportunities for synergies and addressing potential overlaps or gaps.
• Owning media governance and performance standards, including KPI frameworks, measurement principles, reporting cadence, campaign evaluation and learning agendas.
• Driving data-informed decision-making, using campaign performance, consumer insights and retailer data to identify opportunities, improve effectiveness and support business recommendations.
• Leading media agency and partner relationships, ensuring strong strategic contribution, high-quality delivery and clear accountability for performance.
• Partnering with brands, commercial teams, e-commerce teams, CDMO and other divisional stakeholders to align media plans with business priorities and enable effective execution.
• Representing the division with Zone and CDMO stakeholders, contributing to strategic discussions, sharing local insights and learnings, and adapting relevant global or Zone initiatives to local needs.
• Driving innovation and capability development across the division, including test-and-learn initiatives and the effective adoption of new platforms, data and measurement approaches.
• Anticipating risks and resolving cross-functional challenges, escalating issues where needed and ensuring timely, aligned decisions.

Candidate Profile

To succeed in this role, you will need:

• Media Leadership: Significant experience in digital media, media strategy or performance marketing, with a track record of leading complex, cross-functional initiatives.
• Strategic Thinking: Ability to connect brand and business objectives to an integrated media strategy and make investment choices that support growth.
• E-commerce & Retail Media Expertise: Strong understanding of e-commerce growth drivers, retailer ecosystems and retail media, including the role of data and measurement.
• Search & Discovery Understanding: Knowledge of SEO, SEA and GEO and their role in improving brand visibility, consumer discovery and e-commerce performance.
• Investment Acumen: Ability to assess media opportunities, build evidence-based investment cases and influence stakeholders to allocate resources effectively.
• People Leadership: Experience coaching, developing and aligning team members around shared priorities and high standards of delivery.
• Measurement & Business Acumen: Strong understanding of media effectiveness, measurement frameworks and ROI, with the ability to translate performance data into business recommendations.
• Stakeholder Management: Confidence building partnerships with senior stakeholders across brands, commercial and e-commerce teams, agencies, CDMO and Zone teams.
• Planning & Prioritization: Ability to manage competing priorities, make clear trade-offs and guide teams through changing business needs.
• Communication & Influence: Strong storytelling and presentation skills, with the ability to influence decisions using clear, data-backed recommendations.
• Adaptability & Learning Agility: Curiosity about emerging platforms, data capabilities and new approaches to media effectiveness.