Senior Manager, Integrated Marketing Experience (IMX), Media & Retail Media - ASEAN & South Pacific Operating Unit

Senior Manager, Integrated Marketing Experience (IMX), Media & Retail - ASEAN & South Pacific Operating Unit

Reports to: Senior Director, IMX, Media & Retail Media - ASEAN & South Pacific Operating Unit

Location: Singapore

Job Summary:

ASEAN & South Pacific (ASP) Operating Unit (OU) Marketing is undergoing a step-change to deliver more balanced, sustainable growth, powered by deeper consumer intimacy, stronger integration, accelerated innovation, and data- and tech-enabled precision marketing. The organization is designed to combine local relevance with scale, shift data and technology from experimentation to competitive advantage, and operate through execution with clear accountability for impact and ROI. All roles operate within a tightly integrated OU-Market model, where the OU elevates and enables strategic growth + OU-wide platforms while markets integrate, execute, and track performance with speed and rigor while developing local content, partnership and experiences.

Focus, Scope, & Impact:

Based in Singapore, this individual contributor role will act as an execution and enablement leader for Media & Retail Media including the Connected Media Model, translating enterprise frameworks into market-ready solutions and driving measurable performance across media, retail media, data, digital, and commerce.

Design, execute, and optimize market media systems that convert consumer attention into business growth by connecting Data + Media (including Retail Media) + Culture + Commerce + Social + Partners into measurable performance. The role spans four dimensions: growth strategy, performance execution, governance & systems, and leadership & capability.

• Enable and embed the ASP Connected Media Model across markets through playbooks, governance, and adoption programs - translating OU frameworks, standards, and playbooks into executable media, retail media, and performance workflows.

• Lead market connections strategy and integrated media planning, translating business and brand priorities into audience led, full funnel media and retail media strategies.

• Own audience strategy and performance ambition, defining sufficiency, reach & frequency, addressability, and conversion pathways across paid and retail media.

• Accelerate impact through media innovation, scaling new formats, platforms, data use cases, automation, and AI to drive faster learning, higher effectiveness, and competitive advantage.

• Deliver and continuously optimize end-to-end media execution, spanning planning, activation, analytics, and optimization to maximize performance and ROI.

• Establish and govern market media operating standards, designing scalable frameworks for planning, activation, and measurement to ensure consistent, high quality full funnel execution.

• Execute and optimize end-to-end media and retail media performance, embedding media into the IMX content to conversion system to shorten the path from reach to sales and drive measurable ROI, incrementality, and productivity against benchmarks.

• Create, support and operationalize Media JBPs and retail media programs with platform, tech and media partners, including planning, activation, optimization, and value tracking.

• Define, govern, and operationalize data activation strategies for media, set standards and value models to unlock superior targeting, personalization, retargeting, and measurable performance using 1PD/2PD/3PD, advanced analytics, AI, and MarTech.

• Own market media investment governance, including budgets, pacing, productivity, incrementality, and value tracking vs OU benchmarks.

• Ensure disciplined end-to-end P2P process management across investments, enabling timely execution, financial accuracy, compliance, and transparency.toend P2P process management across investments, enabling timely execution, financial accuracy, compliance, and transparency.

• Lead compliance and technology governance across media investments, covering Responsible Marketing, brand safety, data privacy, and the media tech stack.

• Execute innovation pilots and scale-ready solutions, supporting test-and-learn, automation, and AI initiatives and converting them into repeatable market practices.

• Manage agency partners and delivery performance, ensuring quality, compliance with Global/OU standards, value delivery, and continuous optimization.

• Drive capability uplift across markets and agencies through structured certification, maturity assessments, and continuous improvement programs-embedding future-ready practices in retail media, data, and technology.

• Influence senior IMX, media and market leadership through data-led business narratives, linking media to revenue, growth, and commercial impact.

• Be a representation in ASP IMX Media governance and networks, accelerating best-practice sharing, innovation, and capability maturity

• 8+ years of experience in media, retail media, performance marketing, digital, or data led marketing, with end-to-end ownership of planning, activation, optimization, and performance delivery.

• Strong full funnel media expertise, including audience strategy, platform selection, activation, optimization, and analytics across paid and retail media ecosystems.

• Demonstrated leadership of Media JBPs and retail media programs, including value tracking, negotiation support, and ROI governance.

• Proven experience activating first party data, leveraging 1PD/2PD/3PD, advanced analytics, AI, and MarTech to drive targeting, personalization, and performance.

• Strong commercial and performance orientation, with hands-on experience in ROI, incrementality, productivity, and advanced performance dashboards.

• Experience driving adoption of new tools, processes, and ways of working, including test and learn, automation, and AI enabled optimization.

• Proven agency and partner leadership, with a track record of quality, accountability, and value delivery.

• Strong stakeholder influence skills, translating media performance into clear commercial and business impact.

• Growth mindset with curiosity, resilience, and a passion for continuous learning and future ready capability building.

• Ability to influence senior stakeholders in both OU and markets with clear, commercially grounded recommendations that link media decisions to growth, sufficiency, and ROI.

• Ability to translate complex performance data into simple, actionable direction for teams, agencies, and partners.

• Strong cross functional orchestration skills, aligning Media with EPICS and Social & Owned Digital to clarify roles, manage trade-offs, and drive integrated execution. Functional orchestration skills, aligning Media with EPICS and Social & Owned Digital to clarify roles, manage trade-offs, and drive integrated execution.functional orchestration skills, aligning Media with EPICS and Social & Owned Digital to clarify roles, manage tradeoffs, and drive integrated execution.

• Confident communicator in governance forums and business reviews-able to surface risks early, escalate clearly, and drive resolution.

• Ability to turn results into insight and action, building a learning culture beyond reporting.