Overview

In this role, you will lead the Group’s paid media agenda to balance brand-building and performance impact, guiding global strategy and investments. You will drive data- and AI-enabled decision-making to improve marketing effectiveness, working with cross-functional teams and major technology partners. You will shape Generali’s global brand planning, governance, and measurement frameworks, ensuring a unified approach across markets. This is a senior, impact-focused opportunity to elevate the brand through integrated media strategy and innovative insights.

Responsabilità

- Define the Group's full-funnel paid media strategy across brand and performance objectives with aligned KPIs and investment principles
- Lead the global media agency relationship, setting strategic direction, governance and performance reviews
- Guide markets on media strategy, investment decisions and optimization opportunities
- Oversee global media partnerships and annual planning with technology partners (Google and Meta) in coordination with Procurement
- Own brand measurement, media effectiveness and investment performance; develop MMM and Brand Investment Case
- Connect brand health, media performance and business outcomes; translate data into action
- Develop integrated measurement frameworks and decision rules across brand and performance objectives
- Promote a test-and-learn culture with AI-enabled insights to refine audiences, channels and planning
- Lead integrated annual brand planning process; translate Group priorities into market guidance
- Collaborate with Creative, Brand Identity, Digital, CX, Communications,



Procurement and markets to ensure a unified system
- Champion adoption of AI-enabled media capabilities and innovations in collaboration with AI and Digital teams
- Influence senior stakeholders and partners without direct authority to accelerate decisions
- Manage multiple priorities with strong ownership and quality across the funnel

Requisiti fondamentali

- 10+ years of experience in media strategy, integrated marketing, marketing effectiveness or brand strategy
- Proven track record defining media strategy, governance and investment frameworks across multiple markets
- Strong expertise in both brand and performance media with ability to connect long-term growth to business outcomes
- Experience leveraging data, technology and AI-enabled solutions for planning and decision-making
- Leadership of global agency relationships and cross-market planning processes
- International and multi-market experience essential
- Strong knowledge of audience strategy, media planning and integrated campaign development
- Fluent English; Italian and other European languages are a plus
- Experience with MMM, experimentation or brand investment cases is strongly preferred
- Bachelor or Master in Marketing, Business, Economics, Communications or related field

- Strategic thinker with strong synthesis skills
- Confident communicator and credible partner for senior stakeholders
- Ability to influence without direct authority in a matrix organization
- MMM (Marketing Mix Modeling)
- AI-enabled analytics and decision-support
- Data-driven media planning and optimization

📌 Media and Brand Strategy Senior Professional (Italia)
🏢 Generali Group
📍 Italia