Company Description

Universal Pictures International (UPI) is the International Distribution and Marketing division for Universal Pictures. In the United Kingdom, Austria, Spain, Italy, Germany, Switzerland, the Netherlands, France, Korea, Hong Kong, Australia, New Zealand, Mexico and China, UPI directly markets and distributes movies through its local offices, creating campaigns and release strategies that respond to the culture and market behaviour of those territories. In other parts of the world, UPI partners with Paramount and Sony in the distribution of all three companies’ films. Universal Pictures is part of NBCUniversal, one of the world’s leading media and entertainment companies in the development, production, and marketing of entertainment, news, and information to a global audience. NBCUniversal is a subsidiary of Comcast Corporation.

Job Description

This is an exciting opportunity to join the Universal Pictures UK theatrical marketing team at a critical time in its Digital and Data evolution. We are looking for a digital media specialist with strong analytical skills who thrives within a fast-paced environment.

This position will manage our digital and social platform relationships, digital governance, brand safety and suitability and will develop & manage the UK & Eire local test & learn and Exhibitor Data strategy, working closely with EMEA and HO teams.

This role is critical to allow us to fully realise the value from the wealth of data and insights coming through the UPI Global teams (Research, Data & Transformation, Digital Media) and to optimise intelligence to drive change and leverage efficiencies. 

The position will work hand in hand with multiple internal and external stakeholders including the wider UPI UK & Eire Marketing, Distribution and Finance Team, UPI’s Global and EMEA teams and UPI UK’s media and social agencies, as well as external digital platforms and partners.

The role reports into the Marketing Director, UPI UK & Eire.

KEY RESPONSIBILITIES

• Define and implement UPI UK’s overarching Digital & Social Strategy including development of an annual strategic plan covering digital media, marketing and performance & data partnerships; working closely with the EMEA and Global Data Strategy and Transformation team
• Champion the adoption and embedding of data at a local level across the entire UK & Eire team, working with EMEA and HO teams to onboard the centrally managed data platforms and ensure adequate training across the team
• Develop, formalise and secure internal agreement for UPI UK’s Digital Learning Agenda, ensuring alignment with central testing plans and relevancy to local market needs, working closely with Global and EMEA teams
• Support on roll out of advanced reporting projects, led by global data teams, and inputting/communicating local market needs where relevant
• Establish, grow and maintain local relationships with Digital & Social Media platforms including, but not limited to, Meta, Google, Amazon, TikTok, X and Snapchat. Working closely with Essence Mediacom (EM), develop strategic plan for working with each key partner
• Responsibility for setting UPI UK’s brand safety and suitability objectives
• Manage the sharing of data from all digital sources to enrich campaign strategy at planning and execution stages. Working closely with Essence Mediacom (EM), ensure fluidity in learnings across each of the campaign phases including centrally supported initiatives
• Campaign planning & activation: work with EM and Marketing Managers to:
• Share holistic insights and tangible actions from digital data sources and research
• Ensure correct measurement and tracking solutions are in place and data is being leveraged effectively within campaigns. Including media objective setting (Awareness through to Performance), benchmarking goals, and post campaign evaluation / effectiveness
• Advise on how/where to apply 1st party data strategy within title specific campaign planning
• Recommend treatment and design of title-by-title audience strategy as well as optimal frequency settings based on title needs
• Work with and evaluate real-time media performance, efficiency and return on investment to drive impactful and actionable insights to maximise ROI and inform ongoing and future campaign strategies. Use analytical capabilities to identify trends, developing strategic recommendations and tactical opportunities to deliver efficient and effective digital media strategies
• Ensure consistent and accurate local reporting on a weekly and ad hoc basis and recommend/support on campaign in-flight decisions based on the wealth of signals available; ensure all output from agency teams is actionable 
• Responsibility for UPI UK’s digital governance including a working knowledge of data governance and laws applicable to the UK advertising landscape (e.g., GDPR, COPPA and ASA), associated data capture and compliancy criteria, and awareness of the shifting privacy landscape
• Ensure all partner JBP credits and opportunities are realised at a UK level, working closely with EM, the Global Media Team and local platform partners
• Feed in requirements for UPI Global and UK research projects and distribute learnings to both team and agencies
• Lead/support (as required) on selected digital-specific initiatives (partnerships, audience, creative) across key tentpole titles and others as required; engage local legal team as required
• Keep abreast of the evolving digital landscape and share knowledge and guidance to further develop the digital expertise of the broader team; drive digital best practice throughout UPI UK
• Data signal reviews – assist in explaining / challenging any data anomalies, understanding macro trends
• Post campaign evaluation – aggregation of media metrics and audience (research) actionable learnings for team, working with EM
• Advisory on all campaign data collection e.g. experiential and partnerships (as required)

Qualifications

REQUIRED

• Extensive agency or client-side digital experience (Entertainment category preferred)
• In-depth hands-on experience of the digital media landscape including strategy, activation, reporting and analytics functions
• Interest in all aspects of digital (inc products, platforms, search, technology)
• Agency management experience
• Experience working with, and drawing insights from, data and/or visualisation tools
• Ability to clearly distil and communicate complex data information to different audiences with varying levels of data and digital fluency, surfacing trends and building a story using numbers
• High level of fluency across all major digital media partners and biddable solutions
• Ad tech experience working and the key functions within; adserving, viewability tracking, floodlight/pixel implementation and naming conventions
• Demonstrated ability to design and execute multi-disciplinary measurement plans and objective setting for media
• Experience of working with both paid and organic social media campaigns
• Ability to adapt quickly, manage stakeholder needs across a complex matrix organisation
• Excellent communication skills, with ability to articulate complex subject matter to non-digital stakeholders

SKILLS & CHARACTERISTICS

• Analytical, process & results oriented with outstanding attention to detail
• Proactive self-starter with a strong sense of ownership and ability to manage multiple competing priorities
• Ability to identify trends using multiple data sources in order to make strategic recommendations
• Data and process driven
• Passion for digital marketing best practice
• Clear, concise and effective communicator with strong interpersonal and influencing skills
• Passion for working with internal and external business partners to find opportunities, innovate and deliver results
• Curiosity and problem-solving skills to view and interpret trends at micro and macro levels
• Desire to learn new technologies and trends
• Comfortable with ambiguity, changing priorities and making decisions based on imperfect sets of information and data

Additional Information

NBCUniversal's policy is to provide equal employment opportunities to all applicants and employees without regard to race, color, religion, creed, gender, gender identity or expression, age, national origin or ancestry, citizenship, disability, sexual orientation, marital status, pregnancy, veteran status, membership in the uniformed services, genetic information, or any other basis protected by applicable law. NBCUniversal will consider for employment qualified applicants with criminal histories in a manner consistent with relevant legal requirements, including the City of Los Angeles Fair Chance Initiative For Hiring Ordinance, where applicable.

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