Brand Activation Lead - YouTube

Company Description

With a history that dates back over 80 years,
Starcom
is a global communications planning and media leader. We are an agency still grounded in our founding principle that people are at the centre of all we do. Each day, we apply this belief to harness the transformative power of data and technology to inspire and move people and business forward. With more than 7,000 employees in over 100 offices around the world, we are the flagship Publicis Media agency that uses our ‘Power of One’ business model, with teams that span multiple disciplines across clients such as Aldi, P&G, P&O Ferries, Primark, Samsung, Stellantis, and Visa.

We place a huge focus on our People and have driven flagship D&I and L&D programmes within Publicis Media; our goal is to help every individual reach their fullest potential and we encourage everyone to make “Brave Plays” in how they approach their work and their own career development. As a result, we have an exceptionally energised and committed talent base, all of us proud of our welcoming and supportive culture, as evidenced by our recognition as one of Campaign’s Best Places to Work for three years in a row (2021, 2022 and 2023) and most excitingly,
Media Week's Agency of the Year 2023!

Our client is one of the most prestigious brands in the world, and one of the most prestigious clients within Publicis. They are a genuinely unique business in terms of their structure and goals, meaning that most of the common objectives of an agency client – sales, revenue, margin – are infrequent considerations. Instead, they seek to ensure that the dominant position they hold within their market, the almost ubiquitous aspiration to ownership and their unique synonymity with excellence are sustained, not just for the sales quarter or the financial year, but for the very long term.

This presents a unique challenge for media strategy, and that challenge is at the heart of this role.

You Tube has become a central platform in our client’s overall communications strategy – representing, in many ways, the home of their content outside their owned platforms. The successful candidate will be the strategic and operational leader on You Tube, shaping and realising the strategic role of You Tube for the client, while managing a dedicated paid media activation team that works to flawlessly deliver a large volume of You Tube campaigns every year aligned with the client’s high-profile sporting and cultural sponsor ships and associations (Tennis, Golf, Cinema etc.

etc.). Though delivering paid media is core to our scope, the strategic importance of You Tube and the client’s holistic approach to communications means that the successful candidate will need a strong understanding of the entire ecosystem around You Tube, from content to media, creator engagement to monetisation, community building to TV strategy. Further, broader expertise across digital and beyond into traditional media channels will be valuable to adequately contextualise and shape the role of You Tube within communications strategy.

KEY RESPONSIBILITIES

• Lead, manage and motivate the central You Tube team and align with the broader agency and client team
• Lead on You Tube strategy, aligning with the Social Lead and broader team to frame You Tube strategy within the overall comms strategy
• Develop strong relationships with all key clients
• Ensure all client deliverables are delivered on time and in line with the exacting standards of the client
• Ensure ongoing account management is delivered precisely and efficiently, while ad hoc analysis and deliverable requests can be accommodated within tight timescales
• Develop and maintain a strong understanding of the You Tube strategies of competitor and reference brands and proactively identify insights
• Act as the key expert on You Tube platform evolution, including products, features, formats and behavioural shifts to identify opportunities for client strategy evolution
• Identify and capitalise upon opportunities to continue to grow the client engagement

wHO WE ARE LOOKING FOR

• Extensive experience in digital strategy and planning, with involved…