European Integrated Communications Planning Lead

Job Description:This is an exciting opportunity to lead the media planning across multiple geographies in Europe for some of the world's most recognised and iconic brands.The European ICP Lead will be a key part of our continued transformational journey to data-driven brand building and is a crucial role in realising our ambition to put the needs of pet parents at the heart of our connected communications strategy and media 2030 ambitions.A crucial partner in realising our ambition to put the needs of pet parents at the heart of our connected communications strategy and media 2030 ambitions.Reporting to the EU Media/ICP Strategy Director, you will be responsible for implementing data-driven Integrated communication strategies, driving awesome market connection plans ranging from brand awareness through to engagement, conversion and loyalty. You will work across all Pet Nutrition brands and will help shape the KPIs and brand plans to ensure market campaigns and activations exceed expectations. You will work with your regional colleagues, brand and eCom/ DTC teams to coordinate and deploy data-driven Paid & Owned media campaigns through the relevant comms channels.You will need a passion for, and working knowledge of the EU media landscape, as you will serve as an ambassador for the transformation required in through-the-line comms planning with a focus on digital channels and performance. You will need a proven track record in delivering data-driven Paid & Owned media plans across multiple countries. You will need an inquisitive nature, which will be put to good use for creating exciting test & learn plans (Firestarter programme). The focus will be on finding new partners for our communications plans and increasing relevance for our brands.This role will be based in the EU cluster markets and will require 20% travelThe European ICP Lead will build close cross-functional relationships with other departments, including:Peers in the Pet Parent Centre of ExpertiseMartech, Data Strategy & Acquisition, Programmatic, Measurement, Content, Search team & Digital functional IT teamsEU regional brand teams and Local customer marketing managers based in-market, including DtC and Ecomm teamsExternal agencies & partnersMGS Commercial: Media ProcurementYoull love this role if you have a passion for storytelling and conversion-focused content, and a can-do attitude, as there will be a lot of learning on the fly, particularly around new data topics.The EU ICP Lead drives their mission with autonomy and pace. You will be proactive, demonstrating leadership to create, develop and adjust with learning.They will be part of a new team and will actively contribute to creating trustful relationships, strong team spirit, fun and a positive mindset.What are we looking for?Degree-qualified or equivalent digital educationSignificant years of prior experience in through-the-line media/ comms planningStrong working knowledge of the EU media landscapePreference for understanding of buying media, particularly digitalA genuine interest in data-driven marketing approaches & demonstrating clear results for advertisersA passion for cats and dogs would be idealCPG experience would be preferredLanguages: Fluent English requiredWhat will be your key responsibilities?LEAD THE PN EU ICP PROCESS PLANLead the Integrated Communications Planning process, ensuring teams hit key milestones and timings as planned.Drive the feedback loop for teams on the process (incl. ICP drop-in & end of cycle wash-up) & deliver new tools to supportWorking closely with the regional CoE retail media, programmatic, brand and local activation teams to ensure an omni-channel approach is delivered through the brand ICP process and plansYou will drive the intentionality behind the IAT (integrated agency team) by fostering great relationships with agency partners, in turn driving strategic topics for PN EU.Bring outside learning in to drive new thinking and approaches to connections planningRecommend tools, resources and capabilities to succeedLEAD IN YEARS WORKING IN ADVERTISING BUDGET MANAGEMENTAct as the in-year budgeting cycle championLead Input required for quarterly and periodic budget reviews with the Chief Growth Officer + EU LTOwn In-year process to manage budget/reconciliation/rephasing with ICP Deployment Heads/Brand teamCo-ordination of reconciliation and budget review with A&CP Business PartnerFUNCTIONAL LINE MANAGEMENT RESPONSIBILITY ICP Strat Manager (T2)PO Exec (B4)LEAD THE PERFORMANCE AND DATA-DRIVEN TEST AND LEARN STRATEGY: FIRESTARTERCreate and lead an omnichannel test and learn agenda with the objective of accelerating our data-driven media strategyCo-creation of brand test and learn maps across the three key DDM pillarsLead the teams responsible for the Key task forces beneath the Firestarter program to deliver the planned T&L strategy.Collaborate with D2C and Dcom to integrate performance testing plans into one unified testing agendaChampion test agility and the spirit of agile performance testing to deliver the scale of tests needed to accelerate DDM learning & competencyChampion new partners for media, partners for performance and partners for data activation to build a network of media partners that solve for communication 'jobs to be done' and reduce over-reliance on social and traditional reach partners.DRIVE BEST IN CLASS INTEGRATED COMMUNICATIONS STRATEGIES AND CONNECTIONS PLANSAct as the lead consultant between ICP Strategy and ICP Deployment, enabling strong operational support for the team in the transition from Annual ICP Strategy to In-year Deployment.Be the conduit for ensuring the regional strategies equate to excellent connection plans, with a strong focus on using 1PD data within the plans and KPIs for performance delivery.Drive recommendations for in-year optimisations of media budget/ plans to reach KPIsDevelop executable strategies for remarketing & journey (PPJ) pathing with peers in the CoE.UPSKILLING AND INCREASING CAPABILITIES & SHARED UNDERSTANDING OF BRAND BUILDING FOR MUTUAL VALUEInspire the EU marketing community with new partners & platforms which will drive stronger connection and relevance of Mars brands for new pet parents.Own development of critical strategic playbooks such as 'Social' and 'Influencer'Drive the share out of critical learning from the Firestarter T&L program.What can you expect from Mars?Work with diverse and talented Associates, all guided by the Five Principles.Join a purpose-driven company, where were striving to build the world we want tomorrow, today.Best-in-class learning and development support from day one, including access to our in-house Mars University.An industry-competitive salary and benefits package, including a company bonus.#LI-RM2#LI-Hybrid#TBDDT

Created: 2025-08-31