Biddable Media Associate Director

Agency:

PHd

Job Function:

Media

Job Subfunction:

Performance Media

Job Description:

We are seeking an exceptional Global Biddable Director to lead the global Paid Social and Paid Search strategy for some of the world's most admired alcohol brands such as Guinness, Don Julio, Tanqueray, Johnnie Walker, and Bulleit.

This is a pivotal global leadership role responsible for setting the Paid Social and Paid Search innovation agenda, global strategy, and global guidelines as well as best practices across all regions and markets. Moving beyond day-to-day activation, the Biddable Director will be the architect of Paid Social and Paid Search excellence, driving transformational initiatives focused on unlocking new platform capabilities, enhancing media productivity, and evolving channels such as emerging social platforms and next-generation search formats.

The Biddable Director will be responsible for defining and evolving global buying guidelines, leading platform expansion, optimising our performance strategies, and building a scalable, globally deployed framework that maximises Reach and ROI across all Paid Social and Paid Search platforms.

Key Responsibilities and Focus Areas

Strategic Leadership and Global Governance

• Define and evolve global buying guidelines across all Paid Social and Search platforms (Google Search, Microsoft Ads, Meta, TikTok, Pinterest, Reddit, and emerging partners) in collaboration with regional and market teams
• Develop global buying guidelines for existing Paid Search channels and create strategic frameworks for emerging Paid Social platforms
• Lead quarterly governance reviews and evolve digital transformation KPIs to ensure consistent performance, brand safety, alcohol advertising compliance, and efficiency across markets
• Create clear, practical guidance documents and rollout frameworks that enable regional and market teams to execute with excellence
• Be the recognised voice of Paid Social and Paid Search expertise, providing strategic counsel to C-suite and market leadership
• Innovation and Industry-Leading Capabilities
  • Champion adoption of generative AI capabilities in Paid Search, including Google Gemini ads, Google Overviews, Gen AI Ads, and emerging AI-driven formats to unlock new inventory and audience reach
  • Drive innovation across Paid Social platforms through testing and enablement of emerging channels (Pinterest, TikTok, Reddit, LinkedIn) and new ad formats
  • Lead alcohol advertising testing initiatives in Paid Social channels, managing regulatory compliance and platform policy adherence across markets
  • Evaluate emerging platforms (e.g., Reddit's CPC model, TikTok's performance marketing capabilities) and assess viability for Diageo campaigns
  • Establish frameworks and governance for creative testing, performance learning, and scaling across channels
  • Partner with platform teams (Google, Meta, TikTok, Pinterest, Reddit) to unlock new capabilities, beta features, and inventory access
  • Identify and test new Paid Social and Paid Search formats that drive measurable business outcomes
  • Maintain strategic relationships with key platform partners and stay current with platform updates, algorithm changes, and new capabilities

Required Experience and Qualifications

• • • 6+ years of hands-on Paid Social and Paid Search advertising experience, with proven expertise activating campaigns on Google Ads, Microsoft Ads, and major social platforms (Meta, TikTok, Pinterest, etc.)
    • Deep knowledge of Paid Search channels (Google Search, Shopping etc) and Paid Social platforms (Facebook/Instagram, TikTok, Pinterest, LinkedIn, emerging platforms)
    • Demonstrated expertise in bid strategy optimisation, performance marketing, and ROI-driven campaign management
    • Strong proficiency in data analysis and ability to translate complex performance data into actionable insights on cost, quality, and efficiency
    • Experience optimising campaigns across different bidding models (CPC, ROAS, CPA, Max Conversions) and understanding how platforms utilise data for optimization
    • Proven ability to measure and improve media productivity metrics (cost per conversion, ROAS, working media percentages, ROI, effectiveness)
    • Demonstrated understanding of platform dynamics, algorithm changes, and emerging capabilities across search and social channels
    • Experience with measurement frameworks, conversion tracking, and establishing quality standards across channels and platforms
    • Strong knowledge of alcohol advertising regulations and compliance requirements across global markets (ABV, targeting restrictions, platform policies)
    • Experience with testing methodologies, A/B testing frameworks, and scaling successful initiatives
    • Strong stakeholder management and C-suite communication skills
    • Experience working in global, matrix organisations with ability to influence across regions and partners
    • Passion for data excellence, automation, and leveraging technology to drive efficiency
    • Entrepreneurial mindset with the ability to balance governance with innovation

To the extent permissible by local law, Omnicom’s policy requires employees to work in the office for a minimum of three days a week, unless additional in-office days are directed by their agency or manager.

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