AVP-Media Performance IM3

Short Description

The AVP Media Performance & Analytics (IM3) is responsible for analyzing media performance, measuring business impact, and providing insights across all touchpoints to optimize full-funnel campaigns for IM3. This role focuses on tracking media effectiveness from awareness to conversion, ensuring media investments drive tangible business outcomes. By monitoring key performance indicators, evaluating customer behavior, and translating data into actionable insights, this role enables smarter decision-making and stronger alignment between media efforts and business growth. Additionally, the role requires strong capability in SQL for data extraction, data processing, and data interpretation, enabling efficient handling of large datasets and transforming raw data into actionable business insights. The role also leverages 1st party data to enhance audience precision and performance optimization, while systematically connecting media metrics with business metrics such as acquisition, revenue, and ARPU to ensure clear attribution and measurable contribution to growth. It oversees media analytics for IM3’s brand campaigns and customer acquisition efforts, ensuring that both drive measurable impact, improve efficiency, and contribute to long-term brand and revenue growth.

Long Description

Key Responsibilities:

• Strategic Planning: Develop and refine media strategies aligned with business objectives.
• Analytics and Reporting: Oversee the creation of analytics frameworks to measure campaign performance.
• Team Leadership: Manage and lead the media and analytics team.
• Budget Management: Optimize and manage the media buying and planning budget.
• Technology Adoption: Integrate new media technologies and platforms for improved analytics.
• Innovation: Drive innovation in media practices to enhance reach and impact.
• Reporting to Executives: Provide actionable insights and regular reports to senior management.

KPI Summary:

• Media ROI (Return on Investment) - Measures revenue generated per IDR spent on media campaigns.
• Cost Per Acquisition (CPA) - The total media spend divided by the number of new customers acquired.
• Click-Through Rate (CTR) - Percentage of users who clicked on an ad after seeing it, indicating engagement.
• Conversion Rate - Percentage of users who completed a desired action (purchase, signup) after clicking an ad.
• Viewability Rate - The percentage of served ads that were actually viewable to users on a screen.
• Customer Lifetime Value (CLV) - The predicted total revenue a customer generates over their lifetime with IM3.

Qualifications:

• Proven Media Strategy & Performance Expertise – Extensive experience in media planning, buying, and optimization across digital and traditional channels, with a strong focus on ROI-driven decision-making.
• Advanced Analytics & Data-Driven Decision Making – Proficiency in using analytics tools (Google Analytics, Adobe Analytics, Meta & TikTok dashboards) and performance measurement frameworks to track and improve media effectiveness.
• Strong Financial & Budget Management Skills – Ability to manage multi-billion IDR media budgets efficiently, ensuring cost-effectiveness, optimizing CPA, and driving measurable business impact.
• Expertise in Audience Segmentation & Targeting – Deep understanding of consumer behavior, first-party data utilization, and audience-based buying to drive higher engagement and conversions.
• Leadership & Cross-Functional Collaboration – Experience in managing media teams and agencies, aligning with internal stakeholders (Brand, Product, Growth) and external partners (Meta, Google, TikTok) to execute high-impact campaigns.
• Innovation & Adaptability in Media Technology – Knowledge of emerging trends, AI-driven media buying, automation, and MarTech solutions to continuously refine media strategies and stay ahead in a competitive landscape.