Head of D2C Brand Campaigns

at  Samsung Electronics

Position Summary
The Head of D2C Brand Campaigns role sits in the EO Brand Team, which is responsible for driving successful marketing launches for new products across Europe, as well as developing and delivering meaningful European-wide campaigns across B2B and B2C. The role requires leadership and collaboration with colleagues in Suwon, EO Marketing, EO commercial teams and EU16, as well as our external partners.
The Head of D2C Brand Campaigns reports directly into the Brand Director, and plays a meaningful role in protecting and improving our brand across Europe, as well as defining, scoping and overseeing the roll out of major European-wide campaigns, to drive awareness, desirability and consideration of our brand.
In addition, B2B is an increasingly important part of our business, driving strong revenue growth. The role also oversees our cross-category B2B brand marketing initiatives, helping to drive towards our daring year-on-year targets.
The role involves the management of the B2B Marketing Manager, a European Mobility Marketing Manager (when applicable), and dotted-line management of the Partnerships Graduate.
Role and Responsibilities

The overall purpose of the role is to lead the critical thinking, concept development and creative execution for all European-led brand campaigns, including commercially-focused, partnership-based and B2B campaigns. Each campaign supports key business objectives from raising awareness and consideration for the Samsung brand and cross-category products to driving sell-out via Samsung.com. The role includes:

• Safeguarding our brand across Europe, and driving a culture of executional excellence in marketing through close collaboration and engagement with HQ, EU16, EO Marketing and external partners, whilst ensuring adherence to HQ guidance and playbooks
• Oversight of all EO-led campaigns, from planning to concept to execution, including budget ownership, KPI setting, strategic positioning, consumer research, creative concepting, agency briefing, market deployment and results reporting
• Responsibility for ensuring all European campaigns are completed to the highest standard, and are tailored for market deployment and meet local market requirements, whilst showcasing our products in the most desirable light
• Champion Samsung’s marketing efforts to unify our cross-category gaming activity across Europe, including strategy for consumer product IP, exclusive global gaming deals and expansion of gaming campaign creative, globally . This includes management of a sizeable annual marketing budget, development of strategic direction, creative execution, commercial strategy and market deployment. Management of external agency team, financial processes and channel execution. Presentation of work to European Office leadership team, local market senior teams, and internal channel teams.
• Lead marketing development for partnership IP campaigns with global partners such as Warner Brothers, TikTok, Universal Music etc.; lead on strategy and creative approach, including development of channel plans across CRM, Members, Community, Dotcom and Social. Ownership of strategy presentation to senior leadership, local markets and internal EO channel teams. Management of campaign commercialisation, including use of consumer product IP and commercial campaign launch planning. Management of relationship with Warner Bros. Dotted-line management of Graduate, (supporting on Partnership Campaigns).
• Lead Samsung Festival campaign creative; creative consultancy for Sell-Out Innovation team, including ownership of Samsung Festival creative briefing process, management of external agency relationship, ownership of senior leadership creative reviews and approvals. Lead on 2024 agency pitch process, including brief creation and agency recommendations
• Lead SmartThings brand campaign requirements; creative lead for SmartThings, including review and feedback on external agency strategy and creative approach for 2024 SmartThings campaign. Dotted line management of Digital Strategy Lead (complications due to TB7 reporting to TB7
• Lead 2024 B2B brand campaigns; management of 2024 Ruggedized, Enterprise Edition and B2B Partnership creative campaigns, ensuring all campaign activity drives towards 2024 B2B revenue targets. Management of B2B Marketing Manager, ownership of relationship with senior ETO B2B stakeholders.

Skills and Qualifications

To be successful, you will possess the following skills and attributes:

• A wealth of experience of campaign strategy and planning, including understanding the overall objective, target audiences, competitor landscape and campaign positioning
• Strong experience and confidence in managing creative, from agency briefings through to creative reviews, feedback and sell-in to senior leadership and HQ
• Experience handling agencies, including campaign briefing, budgets and financial management, Statement of Work creation, feedback and approval processes
• Experience and understanding around brand stewardship and a track record of driving executional excellence for a leading international brand
• Strategic understanding of multiple marketing channels, including CRM, social, PR, dotcom and insights; understanding of the importance of each channel and execution
• Wealth of experience in leading large budgets; understanding agency costs, the scope of agencies and what can be achieved within certain budget perimeters
• Strong leadership and management qualities; the ability to lead upwards with confidence and impact; confidence in running a small team, supporting team members with career aspirations and goals
• Able to communicate with impact. An authority in expressing thoughts, ideas and information in a clear and compelling manner, adjusting messaging appropriately to suit the audience; ensure understanding through active listening and seeking input from the audience
• Ability to handle multiple stakeholders, including senior leadership teams across EO and HQ, local markets, product specialists and external partners
• Highly commercial mind-set, with the ability to develop commercially focused campaign elements to support lower-funnel activity
• Ability to work in an agile way, understanding the pressures of a multi-national company, and how these pressures may impact projects
• Ability to thrive in a rapid-paced environment, running multiple projects concurrently, and with similar launch dates
• Positive mind-set, with strong motivational and negotiation skills. Proactive, approachable and personable in all interactions
• A tenacious work ethic, striving to achieve goals from a personal and company perspective. Act with a sense of urgency, taking the initiative on actions whilst establishing metrics to monitor progress and measure success
• Prior agency experience is preferred, although not a necessity

What does success look like?

• Excecution of B2C and B2B campaigns across multiple European markets, with local paid-media investment and requests for campaign extensions
• Campaign KPIs achieved, across brand awareness, consideration and ‘proud-to-own’, with a proven impact on Samsung.com visits and eventual product purchases
• Strategic development for 2024 campaigns, covering partnership campaign activations, commercially-focused quarterly campaigns and B2B brand campaigns
• Establishing the European region as a global leader in executional exellence across all Samsung marketing activities
• Drive a positive team culture; one of support, openness and constant improvement, with a desire to engage and collaborate across wider EO marketing functions and markets
• Ensure a strong, enduring working relationship with key marketing, commercial and product teams across Europe, HQ and local markets, whilst nurturing relationships with agencies and wider external partners
• Established performance plans for direct reports, with ahievable and stretch goals

• Safeguarding our brand across Europe, and driving a culture of executional excellence in marketing through close collaboration and engagement with HQ, EU16, EO Marketing and external partners, whilst ensuring adherence to HQ guidance and playbooks
• Oversight of all EO-led campaigns, from planning to concept to execution, including budget ownership, KPI setting, strategic positioning, consumer research, creative concepting, agency briefing, market deployment and results reporting
• Responsibility for ensuring all European campaigns are completed to the highest standard, and are tailored for market deployment and meet local market requirements, whilst showcasing our products in the most desirable light
• Champion Samsung’s marketing efforts to unify our cross-category gaming activity across Europe, including strategy for consumer product IP, exclusive global gaming deals and expansion of gaming campaign creative, globally . This includes management of a sizeable annual marketing budget, development of strategic direction, creative execution, commercial strategy and market deployment. Management of external agency team, financial processes and channel execution. Presentation of work to European Office leadership team, local market senior teams, and internal channel teams.
• Lead marketing development for partnership IP campaigns with global partners such as Warner Brothers, TikTok, Universal Music etc.; lead on strategy and creative approach, including development of channel plans across CRM, Members, Community, Dotcom and Social. Ownership of strategy presentation to senior leadership, local markets and internal EO channel teams. Management of campaign commercialisation, including use of consumer product IP and commercial campaign launch planning. Management of relationship with Warner Bros. Dotted-line management of Graduate, (supporting on Partnership Campaigns).
• Lead Samsung Festival campaign creative; creative consultancy for Sell-Out Innovation team, including ownership of Samsung Festival creative briefing process, management of external agency relationship, ownership of senior leadership creative reviews and approvals. Lead on 2024 agency pitch process, including brief creation and agency recommendations
• Lead SmartThings brand campaign requirements; creative lead for SmartThings, including review and feedback on external agency strategy and creative approach for 2024 SmartThings campaign. Dotted line management of Digital Strategy Lead (complications due to TB7 reporting to TB7
• Lead 2024 B2B brand campaigns; management of 2024 Ruggedized, Enterprise Edition and B2B Partnership creative campaigns, ensuring all campaign activity drives towards 2024 B2B revenue targets. Management of B2B Marketing Manager, ownership of relationship with senior ETO B2B stakeholders