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Job Category
Marketing & Communications
Job Details
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As a Global Media Strategist you will manage paid media strategy and delivery for Salesforce's Paid Media Campaigns in the India market, that drive engagement and pipeline. The APAC Global Media Strategy team supports a scalable global paid media model, and will serve as a regional hub of media expertise, thought leadership, and innovation to deliver effective and efficient paid media programs across the region. Your core focus will be managing the performance and growth of paid media campaigns through high-impact, measurable marketing investments that create quality pipeline and revenue growth for Salesforce in India. You will provide strategic media planning, operational rigor, and data-driven insights to ensure marketing investments deliver measurable business impact, while partnering with media agencies to deliver flawless media execution at scale. You will work cross-functionally with partners such as our media agency, ad partners, field marketing, product marketing, global integrated marketing, AdTech, campaign operations, and media intelligence teams to build effective and efficient programs.
The role is based at Salesforce's Bangalore office with an expected in-office time min 2-3 days per week.
Responsibilities:
- Digital media planning and buying: Responsible for regional media planning, experimentation, delivery and optimization across our portfolio of campaigns, while incorporating relevant local market insights and nuances.
Key tasks include:
- Overall responsibility for delivering quarterly paid media campaigns in partnership with the media agency.
- Driving paid media performance.
- Adjusting plans as required, according to evolving global and local business needs.
- Delivering monthly and quarterly reports as per globally aligned rhythm of the business.
- Develop media briefs: Develop clear and strategic paid media briefs for the media agency that outline objectives, budget, audience insights, digital media mix, media KPIs, and creative available, in order to achieve the business goals and objectives.
Key tasks include:
- Deliver quarterly Field Priority Media Briefs aligned to the business priorities of the India Field Marketing team.
- Share Media Briefs with the regional media agency as per agreed planning timeliness.
- Media agency briefing and media plan approval: Provide the media agency with clear media briefs, including budget, recommended media mix, audience targeting, creative formats, and KPIs. Approve final media plan developed by the agency.
Key tasks include:
- Partner with regional media agency to deliver channel plans according to the media strategy and brief, and ensure campaign delivery as planned.
- Ensure creative offers and assets for local and global campaigns, aligned to media plan, are delivered to the media agency by agreed timelines.
- Where required, communicate local content needs and spec requirements to creative partners to ensure creative and media integration.
- Review media and channel plans delivered by the agency, ensure they deliver on the media brief, and obtain final plan approval.
- Ensure that the regional media agency completes the required planning documents, as per agreed planning timelines.
- Ensure delivery and performance of allocated programs and campaigns aligned to the local market.
- Deliver media channel plans informed by media briefs: In partnership with the media agency, deliver media channel plans that are informed by global and local media briefs, that deliver on the goals of the brief. Partner with global and local creative teams to ensure creative materials are delivered as per the recommended media plan.
Key tasks include:
- In partnership with the media agency, deliver quarterly media plans, informed by media briefs, and as per agreed planning timelines.
- Represent the India marketing team to ensure that relevant local market nuances and insights are factored into global and local media plans, while delivering on the goals of the brief.
- Complete the media strategy unified media plan as required, and in accordance with Media Finance and Media Operations procedures.
- Audience targeting and messaging strategy: Define audience segmentation and key messaging themes based on business priorities. Collaborate with the audience team to gather customer insights that inform targeting strategies.
Key tasks include:
- Determine the best channels to reach the campaign target audiences.
- For global priority campaigns, align to local market audience segmentation requirements, as per the media brief.
- For field priority campaigns, incorporate local audience segmentation and local messaging nuances into media briefs for the agency.
- Gather India customer insights to inform targeting strategies.
- Work with local field marketing and product marketing teams to determine target account lists as required, aligned to media plan priorities.
- Budget allocation and forecasting: Determine the distribution across channels, audience and objectives, to deliver on.
Key tasks include:
- Responsible for digital media campaign budget management, forecasting and KPI attainment for India.
- Provide budget recommendations by channel, as part of the digital media briefing process.
- Partner with Media Finance to ensure India budgets are delivered as planned, according to Media Finance policies and procedures.
- Media delivery oversight, performance tracking and optimisation: Monitor campaign performance and optimisations; oversee pacing and performance tracking against KPIs; identify trends and insights into which channels, audience segments and creatives are driving the best results, to inform future media decisions; reporting and analysis of campaigns and lead generation.
Key tasks include:
- Own delivery and performance of digital paid media in India.
- Work with the Media AdTech team to deliver campaigns and content via Integrate as required.
- Ensure global Paid Media AdTech and PMO processes and methods are adopted and leveraged in India, and as per agreed planning and execution timelines.
- Partner with media agency to ensure that digital media is delivered as planned in India.
- Partner with Media Intelligence and the media agency to help deliver paid media performance metrics and insights.
- Reporting and insights: Support monthly and quarterly business reviews with key key stakeholders by providing insights and performance data, as well as contributing to campaign wrap-up reports.
Key tasks include:
- Partner with the Paid Media PMO on monthly and quarterly reporting deliverables and timelines for India digital paid media campaigns, using agreed reporting templates.
- Partner with the media agency to obtain India digital media performance insights, media channel optimisations, creative optimisations, learnings and recommendations, to improve current performance and inform future campaigns.
- Review India monthly and quarterly reports with manager (Snr Director Media Lab, APAC) for final review, prior to distribution.
- Innovation, testing and learning: Stay up-to-date on the latest media trends and vendor technologies to ensure your paid media plans are on the cutting edge of innovation. Continually test and iterate to ensure we are getting the most value out of each dollar spent.
Key tasks include:
- Incorporate a testing and learning framework into paid media briefs and plans.
- Leverage new media channels and innovations from other markets.
- Share experiments and learnings in India with local and global partners.
- Cross-team collaboration: Own relationships with key external stakeholders across field, campaigns, and product marketing teams, communicating performance and ensuring we have the elements necessary for optimization and performance.
Key partners include:
- Regional Media Agency: partner closely with the global media agency based in India and at the regional level, to develop and deliver media plans and reporting requirements for India.
- APAC Paid Media Team: connect with peers across ASEAN and ANZ for team support and to share learnings and insights across the region.
- Global Paid Media Team: partner with paid media team globally, leveraging additional support and global best practices, and contributing to global learnings.
- India Field Marketing Team: partnersing with India Field Marketing to understand business priorities and gather locally relevant insights to support media plans.
You're a perfect fit if you have:
- Mandatory 8+ years of professional experience in performance marketing or general online/digital marketing, preferably in the B2B industry.
- Experience managing budgets across different sizes: experimental to scaled (e.g., millions).
- Media planning experience that includes choosing optimal audiences, channels, platforms, messaging, and ads to meet company goals.
- Fluency across paid social, programmatic display, content syndication, review sites, 3rd party email.
- Ability to think strategically, combined with a passion for driving results via demand generation.
- Thrive working in a fast-moving environment (agency or start-up experience a plus), and can adapt easily to change.
- Strong analytical thinker, driven problem solver, and a curiosity to understand the why as well as the what, in order to optimise performance and make continuous improvements.
- Proven track record of building strong relationships with stakeholders of all levels, enabling yourself and the APAC media team to deliver great work.
- Strong team player with excellent organization and people skills and the ability to set priorities, problem-solve, multi-task and work in a global, dynamic, and rapidly changing environment.
- Exceptional communicator and collaborative/team mentality.
- Proficiency in Salesforce, Google Analytics, Tableau, Excel and/or Google Sheets.
- Experience managing vendors and media agencies.
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