Job Description
We are looking for someone with a strong integrated comms planning background - either currently ahead of planning in an agency, or currently leading integrated brand, marketing, and media services in a fast-moving industry.
In your time as a strategic planner/integrated marketing head, you have worked across the spectrum of brand and marketing problems - so tell us about:
making a brand more loved,
positioning a new product,
putting a creative twist on tactical promotions,
Transforming or updating a brand’s social and media strategies
We’re a lean team of creative and strategic thinkers, in service of shaping the Grab brand into a loveable powerhouse in SE Asia. We’re guardians of the Grab positioning and voice and are also responsible for campaigns/initiatives that build a consistent yet locally relevant brand.
You'll be involved across the entire spectrum of Grab Indonesia marketing activities - from launching new Grab services to demand stimulation in new Grab verticals to creating social impact building programs that create income opportunities for millions of UMKMs - so your approach to marketing problems needs to be equal parts logic and magic, rigor and imagination.
Like all great planners, your problem-solving mind applies itself not just in advertising creativity but unlocking improvements in different parts of the communications process - you enjoy
finding insights in the numbers everyone else misses
have the ability to make creative briefs sing,
Have a strong vision for how Grab brand should speak and behave in the social universe
feel confident overseeing Grab Indonesia’s media strategy and cross-channel efficiency
This role is a people manager role, oversees a team of Comms Planners, digital, offline, and social planners, and works extremely closely with subject matter experts in demand planning, CRM, and creativity.
Job scope & rough time spent
40% Marketing Communications and Campaigns Go-to-Market Planning Lead – work with vertical business and product marketing teams to design highly effective multi-channel campaigns across traditional and digital media (includes but not limited to assisting with the creative brief, media strategy and selection, campaign budget allocation, audience targeting, flighting strategies, ad formats, and ad optimizations). Deeply understands the business objectives of each marketing initiative and helps the rest of the team translate these into meaningful creative and media briefs.
20% Brand Strategy Lead - Indonesia is the largest, most complex, and most important market for Grab. It is also the one market where we are still perceived as the challenger brand, and where we have the strongest brand competition. You and your small team of planners will need to work closely with the Country Marketing head, Regional brand planning leads, marketing insights and business strategy leads to design and execute brand strategies and initiatives to defeat a formidable, well-loved, and highly admired local competitor.
20% cross channel planning (owned, earned, and paid) - provide strategic rigor to the implementation of campaign ideas, ensuring integration of the work between creative and media. Instill best practices by ensuring all campaigns include messaging frameworks, comms tasks, tactical briefs, and customer experience maps.
10% Lead and transform Grab’s strategy for social presence (Owned, earned, and paid social) working closely with Head of PR
10% Quarterly and annual business planning lead, assisting the ID Country Marketing Head particularly in the area of Marketing Insights and Analytics, Improvement and Innovation Lead Develop and enforce forward planning processes, cadences, and continuous learning agendas together with cross-functional experts and stakeholders. Build a strong learning mindset in the team and institutionalize test and learn processes to continuously get smarter with every campaign.
The Successful Applicant
Minimum 10-15 years work experience for e-commerce, B2C, or D2C companies
Highly experienced Brand and Comms Planning Expert: you would already have a great portfolio of work across the spectrum of communications: in the process of this hire, we will be requesting your favorite work in brand repositioning, new product launches, interesting comms twist on sales promotions, turning insights into ideas.
Bring an informed POV about marketing effectiveness measurements – especially how to link marketing metrics more closely with business outcomes.
Curiosity about emerging trends and disruptions across a wide spectrum of marketing thinking, tools and technologies and be able to give an informed point of view on how they could impact Grab marketing.
Chaos herder and Silo crosser: marketing works best when it works as part of an orchestra that has a track record of successfully collaborating with cross-functional stakeholders to develop and enforce friction-reducing processes and cadences. Strong desire to drive continuous improvement, there’s always a smarter, faster, better way things could work.
Highly organized: Strong forward planning mindset and sound time management skills to tackle both urgent short-term tasks and important long-term tasks within compressed timeframes in a deadline-driven now now now organization.
Hands-on, hardworking, hunger, heart, and humility: excited to work in a fast-moving business we are still building up every day. And able to thrive in an environment with a ‘start-up’ culture. Team player that is comfortable with ambiguity and has no problems navigating a very informal leadership structure
Grab