Overview

In this role you drive Group Brand’s paid media strategy and governance to deliver brand growth and measurable business impact. You work across brand and performance channels, aligning stakeholders and leveraging data, AI-enabled insights, and partnerships to optimize investments. You’ll lead the global media agenda, guide markets, and champion innovative approaches that connect brand health to performance. This is a high-impact, cross-functional leadership role shaping Generali’s global advertising and measurement practices.

Responsabilità

- Define and govern the Group's full-funnel paid media strategy across brand-building and performance objectives
- Lead global media agency relationships, ensuring alignment on scope, planning, and performance
- Coordinate global media partnerships with technology partners (e.g., Google, Meta) and collaborate with Procurement
- Develop and maintain integrated measurement frameworks and KPI dashboards across brand and performance
- Own brand measurement and media effectiveness, including MMM and investment evaluation
- Drive testing, experimentation, and AI-enabled insights to improve audience, channel, and investment decisions
- Contribute to the development of Generali’s global brand strategy and annual brand planning
- Collaborate across Creative, Digital, CX, Communications, and markets to ensure integrated, data-driven storytelling




- Translate complex data into clear business recommendations for senior stakeholders
- Champion adoption of AI-enabled media capabilities and emerging technologies

Requisiti fondamentali

- 10+ years in media strategy, integrated marketing, marketing effectiveness, or brand strategy
- Proven track record in defining media strategy, governance, and investment 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 media planning and decisions
- Demonstrated leadership of global agency relationships and cross-market planning
- International and multi-market experience essential
- Strong knowledge of audience strategy, media planning and integrated campaign development
- Good command of brand measurement, media effectiveness and investment evaluation; MMM and experimentation preferred
- Fluent in English; Italian or other European languages advantageous
- Ability to influence without direct authority in a matrix organisation
- Strong analytical and commercial judgement to translate data into business recommendations

- Strategic thinker with synthesis ability
- Confident communicator and credible partner for senior stakeholders
- Collaborative and culturally aware leadership
- AI-enabled analytics
- Marketing Mix Modeling (MMM)
- Data-driven decision making

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