DMP (Data Management Platform) Market Adoption Lead

  • 8, Jalan Raja Chulan, Bukit Kewangan, 50250 Kuala Lumpur, Wilayah Persekutuan Kuala Lumpur, Malaysia
  • Full-time

Company Description

Publicis Emil is a bespoke global agency within Publicis Groupe for Mercedes-Benz, the #1 premium automotive brand in the world to handle all marketing activity for Mercedes-Benz, from advertising to digital experience, to data science and CRM, to dealer communications.

Job Description

As DMP Market Adoption Lead, you will provide activation support and coaching to 17 markets in order to help them champion the use of Data Management Platform (DMP)

Currently this responsibility is focused on harnessing 1st party data to drive business and marketing efficiency through marketing technology like SFDMP, Adobe analytics, and Adobe target; and collaborate with the media partner to manage the customer journey end-to-end. In future it will shift towards Google analytics.

The planned connections with additional data sources like CRM will enhance the capabilities to not just deliver personalized communications, but also to use the data streams to actively drive segmentation aligned to the key sales, and business objectives in a more effective way.

Direct sales models linked to personalization strategies will also be developed over the coming year within several of the local markets, so an understanding of ecommerce and the data / communication challenges are also useful.

Responsibilities include:

  • Drive local adoption of the DMP and global/regional strategy defined by HQ/region
  • Drive market adoption of DMP across region, develop a plan and make action to maximise market uptake and utilisation of DMP
  • Educate markets ongoing on best-practicies, use cases and product development
  • Coordinate DMP technology adoption in-market via an acceleration programme and globally defined blueprints
  • Gather insight through bi-weekly market check-ins and identify next steps, needs or blockers for DMP adoption 
  • Collaborate with Regional clients on fast resolution and troubleshooting
  • Collaborate closely with Project Manager, Data Strategist, Delivery Manager to provide advice and support to local markets in performing and optimizing personalization strategies
  • Be a key player in helping the Global team shape DMP product strategy and roadmap by providing market perspective and insights from the regular check-ins
  • Work closely with the network team and market leads to implement campaign blueprints and leverage DMP technology for improved campaign efficiency and delivery of leads
  • Partner with the central analytics team to understand personalization strategy performance across the region and communicate actionable insights to the global team
  • Work cross functionally with key stakeholders across platform, analytics, and media partners to ensure platform adoption across markets
  • Partner with paid media and other channels to identify opportunities for cross-channel collaboration and coordinate strategies that ensure consistent marketing experiences across digital touchpoints
  • Build a market maturity map by working cross-functionally with the key stakeholders and identify any potential needs to help accelerate those markets
  • Report diligently on deliverables for proof of performance


Market strategies:

  • Liaising with the 17 local Overseas markets to understand country level adoption of marketing technology, the business challenges they are facing and how we can better service their needs
  • Reporting to ROS client, and Emil region and Global teams to align.
  • Providing personalization advice based on blueprints developed by global teams and helping countries to implement best practice
  • Identifying new use cases, or new demands from both Region and Local countries, and opportunities to adapt / optimize our strategies


Campaign blue-print Rollout

  • Provide advice and support to local markets in maximizing efficiency of in-market campaigns by using personalization strategies for onsite
  • Optimizing campaigns using DMP onsite use cases
  • Participate in campaign planning process as part of WOW (Ways of Working) to ensure Region Overseas POV is represented at all times and that content created meets the market requirements


Acceleration of Digital Transformation:

  • Run bi-weekly market calls for DMP topics
  • Provide regional client with an overview of market maturity, and work with Network Operations team to evidence
  • Scale learnings, including sharing across other Regions to support a move towards standardization globally
  • Identify and share best practice ensuring local markets have access to learnings and encouraging markets to share with us / other countries
  • Capturing markets adoption status, call notes and next steps for use case adoption roadmaps on Confluence.
  • Ensure latest information such as campaign playbooks and best practice examples are shared with ROS markets via Confluence
  • Coordinate on determined actions to maximize market take up and utilization of marketing technology such as SFDMP, Adobe Target and AA, identify blockers and plan accordingly
  • Works closely with Personalization Hub and Data team to test, modify, implement changes, for use case performance optimization


Demand Management:

  • Identify new opportunities across markets and by using the demand process submit them to the regional demand board 
  • Support global demand management process by providing input from market priorities
  • Use market bi-weekly calls to document the demand


  • 6+ years of experience in one or a combination of the following marketing, digital marketing or advertising technology
  • Strong understanding of personalized communications and what role data and technology plays in that
  • Excellent collaborator – able to work closely with global, regional and local teams as well as partner agencies and client
  • Experience in data-driven personalized 360’ customer marketing approach & journey development, ideally with automotive background
  • Specific experience and a working knowledge of a DMP (Salesforce is a plus), including working in a DMP interface to create traits, segments, push audience live and prepare audience analysis
  • Proven track of providing expert consultancy in the field of data management platforms and web personalisation
  • Hands on experience with Salesforce DMP (other parts of the SF cloud are advantage)
  • Experience in developing, activating, and optimizing audience targeting strategies
  • Understanding of overall connection between different marketing platforms: CMS, SFDMP, SFMC, Adobe Target, and Adobe Analytics, and media technology like ad servers and DSPs
  • Ability to manage multiple priorities/projects simultaneously while maintaining timelines and delivery plan
  • Ability to work with various stakeholders remotely on complex multinational project


Other Desired Qualifications

  • Data-driven analytical approach to marketing and problem solving combined with strategic business focus and vision
  • Any experience of working within the automotive sector, or any other brand portfolio client with a high volume of 1st party data would be a plus
  • Ability to quickly gain trust of the client by demonstrating outstanding coordination capabilities as well as subject matter knowledge
  • Ability to mitigate and triage requests from stakeholders
  • Present clear ownership of role and proactively drive tasks forward
  • Flexibility to prioritize across resource and tasks


Additional Information

  • Ability to travel up to 20% of the time

Additional Information

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