Global Head of Media

Key Responsibilities

Full-Funnel Media Budget Ownership

Owns 100% of the global media budget across all channels (TV, OOH, digital, social, search, programmatic, affiliates, retail media).

Makes final decisions on media allocation between markets, channels, and funnel stages.

Balances short-term ROI with long-term brand salience, ensuring efficiency without under-investing in awareness.

Strategic Leadership & Planning

Defines the global media strategy in alignment with CMO and overall marketing/brand strategy.

Decides on the optimal channel mix, investment levels, and media partners for each stage of the funnel.

Translates MMM, consumer insights, and performance learnings into clear allocation decisions.

Performance, Analytics & Optimization

Highly analytical role: acts as the internal expert on media performance, ROI, and efficiency.

Continuously optimizes spend using MMM, attribution models, advanced analytics, and AI-driven tools.

Creates a clear link between every euro spent and the commercial or brand return it provides.

Owns KPIs across reach, awareness, traffic, ROAS, and cost per conversion.

Traffic & Commercial Growth

Directs media spend to maximize traffic generation (e-commerce + retail stores).

Aligns media spend closely with commercial priorities, promotions, and hero product pushes.

Innovation & Future-Proofing

Champions media innovation—testing and scaling new channels, AI optimization tools, and advanced targeting solutions.

Embeds a culture of continuous improvement and data-led experimentation.

Ensures the brand remains at the cutting edge of media effectiveness and measurement.

Leadership & Collaboration

Leads the global media team, including Brand Media Managers and Performance Media Managers.

Builds strong analytical capabilities within the team, ensuring data and insights are central to every media decision.

Sets clear KPIs for agencies and negotiates high-value partnerships.

Acts as the voice of media in the leadership team, advising the CMO and business on the role of media in growth.

• 10+ years in global media/marketing leadership roles, ideally within tech, e-commerce, or data-driven retail.
• Proven experience owning large-scale media budgets with clear ROI delivery.
• Exceptional analytical skills: ability to interpret MMM, attribution, and real-time performance data and translate into budget decisions.
• Experience with AI, automation tools, and advanced analytics platforms for media optimization.
• Strong commercial mindset: balances brand building with performance-driven growth.
• Influential leader with ability to drive alignment across senior stakeholders and agencies.