Campaign Strategy Associate Director, EMEA

Campaign Strategy Associate Director, EMEA

The role

Grant Thornton Advisors is expanding across more than 20 markets. We are building a more integrated approach to marketing across EMEA, using global campaigns and brand platforms where they are relevant while ensuring activity reflects the commercial priorities, audiences and market conditions of the region.

The Campaign Strategy Associate Director will shape how priority global campaigns are brought to market across EMEA. You will determine how global campaign propositions translate for the region, recommend which markets and audiences to prioritise and develop the briefs and activation plans that connect strategy to execution across owned, earned and paid channels.

The role remains involved through activation. You will work with market teams to resolve delivery issues, use performance evidence to improve activity and recommend what EMEA should scale, change or stop. Key responsibilities

EMEA campaign strategy

• Translate priority global campaigns and brand programmes into EMEA strategies, testing propositions and messaging against regional client needs, industry priorities, regulation and market opportunity.
• Define EMEA requirements early in campaign development and recommend what the region should adopt, adapt or not run.

• Identify opportunities for EMEA-specific campaigns where a material cross-market need is not addressed by existing global activity. EMEA campaign planning and briefs

• Develop the strategic brief for each priority EMEA campaign, defining the objective, audience, client need, proposition, market opportunity, channel roles and measures.

• Use brand, market, client and performance data to support campaign recommendations and identify where evidence is insufficient.
• Maintain the EMEA campaign plan, giving the region a consolidated view of agreed activity by market and timing.
• Recommend which campaigns should run in which markets and in what sequence, based on commercial relevance, audience fit and market capacity. Market activation* Work with market marketing leaders to translate agreed campaigns and brand priorities into practical activation plans across owned, earned and paid channels.
• Keep the Grant Thornton brand story consistent across EMEA campaign activity in owned, earned and paid channels, within global brand standards.
• Define the elements that should remain consistent across EMEA and where markets should adapt activity for local audiences and opportunities, coordinating requirements for shared content, creative, digital and production support.

• Remain involved through activation, maintaining visibility across the region and resolving dependencies or issues affecting timing, quality or performance. Performance and optimisation

• Define campaign measures before activation, covering brand, engagement, demand and commercial contribution where the available data supports them.

• Review performance across markets and recommend what should change, stop or receive further investment. Use campaign learning to improve future EMEA activity and contribute regional evidence back into global campaign development. Required experience

• Degree in marketing, business, communications or a related discipline, or equivalent professional experience.

• Eight or more years' experience in B2B campaign strategy, integrated marketing, brand or campaign planning.
• Experience translating global campaigns or propositions into multi-market strategies and working with local teams through activation.
• Strong experience defining audiences, client needs, propositions, strategic briefs, channel roles and campaign measures.
• Understanding of how integrated marketing supports commercial growth in a complex, relationship-led B2B environment such as professional or financial services.
• Experience using campaign performance and market evidence to make decisions, including where data is incomplete.
• Experience working across markets or business units with different commercial priorities and budgets.
• Fluent English is required. Another European language would be useful. European travel will be required.

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