Artificial Intelligence

• Oversee global media campaign delivery and optimization, ensuring timely execution, budget accuracy, and KPI attainment.
• Drive in-housing of media data (planning, competitive intelligence, and actuals reporting) to enable centralized insights and faster decision-making.
• Own creation of media AI Agent delivery program across all aspects of media delivery, in partnership with Wella’s key media agency partners.
• Lead the setup, calibration, and continuous improvement of AI programs: Marketing Mix Modeling via Analytic Partners, AI-driven Creative Measurement using CreativeX, AI-powered Brand Health Tracking through Bera.AI.
• Ensure data consistency across AI systems and embed insights into campaign planning and execution.
• Develop and maintain a standardized media taxonomy across all channels and markets.
• In partnership with Tech team, identify AI data quality-check capabilities to maintain taxonomy.
• Implement governance frameworks to ensure compliance, data integrity, and consistency across platforms.
• Introduce automation and standardized AI workflows for campaign delivery and reporting.
• Act as the primary liaison with Digitas and other agency partners, supporting agency evaluation and performance reviews.
• Build strong relationships with AI and media tech vendors (CreativeX, Bera.AI, Analytic Partners, etc.), monitoring platform enhancements and leveraging new features.
• Oversee ad stack components for media verification (brand safety, viewability, fraud prevention).
• Collaborate with Tech team to ensure architectural guidelines adherence.
• Ensure proper configuration and governance of verification tools to maintain compliance and campaign quality.
• Review and drive AI-powered solutions to enhance verification standards and strengthen fraud detection capabilities, ensuring continuous improvement and alignment with industry best practices.
• Manage global media budgets across planning cycles with precision and transparency.
• Track actuals versus planned spend, provide variance analysis, and support finance teams with forecasting and reconciliation.
• Embed AI-driven insights into budget allocation to optimize investment efficiency.
• Design dashboards and reporting frameworks that translate AI-derived insights into actionable business decisions.
• Communicate media delivery health, risks, and opportunities to senior leadership in a clear, data-driven manner.

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