ABOUT THIS JOB

To position Nielsen as an industry authority through the successful implementation of external marketing and communications programs, along with driving internal engagement through regular outreach to associates.

The position has direct responsibility for marketing and communications activities undertaken in China.

The position reports directly to the Head of Marketing and Communications - Asia, East Europe, Africa and Middle East, and dotted line to the China President .

RESPONSIBILITIES

The incumbent is an active member of the China leadership team. Key responsibilities of the role include planning and overseeing the execution of marketing and communications initiatives in consultation with the China leadership team and in alignment with Nielsen’s business objectives, in order to cement Nielsen’s position in the market as an industry leader. Primary areas of focus include:

Public relations

Create and roll-out a public relations plan which supports local, regional and global business objectives, including press releases, by-line articles, data deals, etc

Establish and maintain relationships with key media contacts to ensure regular and ongoing exposure in target business and trade press

Maintain regular communication with marcom associates across the global marcom community to identify and assess the relevance of regional and global PR material (media releases, by-line articles, etc) for use in local markets

Manage and coordinate responses to in-bound media enquiries, working with local spokespeople and analysts on ad hoc opportunities arising through journalist enquiries and requests for data and/or expert commentary on topical issues

Leverage various media channels including print, broadcast, online and social media

Build a pool of media spokespeople who are trained in media engagement and can represent Nielsen in front of the press

Events

Identify industry events aligned and targeted to Nielsen’s client base and develop an annual events calendar

Establish and manage relationships with key industry bodies, associations and events facilitators in order to generate keynote speaker opportunities and identify opportunities for sponsorship

Work with local teams to identify presenters and topics for targeted industry events which demonstrate Nielsen’s strengths and capabilities

Oversee planning of Nielsen-hosted client events

Client communications

Work with local management teams to develop and roll-out effective client communications plans

Establish and maintain open and timely communication channels with Nielsen clients via a range of channels such as newsletters, email, and other regular or ad hoc channels tapping into local, regional and global trends to provide updates on products, reports, insights, etc.

Marketing

Work with local, Group and global marketing teams to develop marketing initiatives which support the China objectives

Support commercial teams on messaging and look and feel for high value RFPs

Develop messaging and go-to-market materials to support relevant products, capabilities, solutions, etc, both existing and new

Maintain a comprehensive suite of marketing collateral to support local needs

Oversee management of Nielsen’s digital assets in China, including Nielsen.com, social media accounts, etc. Ensure content is regularly refreshed, and work in collaboration with regional and global marketing teams on corporate-level site requirements

Thought leadership

Work with the Thought Leadership community to stay abreast of latest available thought leadership material and work with local teams to coordinate activation of relevant global/regional content

Oversee localisation of regional and global thought leadership materials

Identify opportunities for local thought leadership content generation, and work alongside subject matter experts to develop local thought leadership pieces

Internal communications

Establish and maintain regular internal communications activities and channels which deliver key business messages to associates, improve employee engagement, and improve associate understanding of China strategy and vision

Work with local leadership team to prepare key announcements and communications as required

Oversee the creation of regular associate communications pieces such as internal newsletters

Leverage Nielsen’s various internal communications channels and work towards building employee engagement on these channels such as Google+, Nielsen Now, etc

QUALIFICATIONS

The impact and performance of the in-market Marcom team will be assessed based on the following KPIs and expectations:

Press coverage – sentiment, quality, volume/hits and share of voice vs competitors

Degree to which Nielsen's brand and reputation has been upheld in the market throughout the year, such as response in the face of a crisis, or the quality of marketing materials being produced, etc

Quality and impact of internal engagement initiatives being undertaken such as staff newsletters, G+, regular or ad hoc internal comms pieces, etc. Assessed based on Nielsen Voice survey results, Pulse Survey results, and anecdotal feedback from internal stakeholders

Lead generation metrics obtained via website, events, email marketing and other lead generating initiatives

Quality and impact of thought leadership content leveraged in the market – either locally produced content generated in collaboration with local subject-matter experts, or regional/group/global content

Quality and impact of marketing activities carried out throughout the year, such as new product launches, RFP support, client engagement initiatives, Nielsen hosted events, industry engagement/sponsorship/events participation through keynotes, etc to be assessed based on volume, quality and anecdotal feedback from internal stakeholders

Degree to which marcom activities carried out throughout the year align with and support the big bets, annual objectives and imperatives of the local business – to be assessed based on internal feedback from stakeholders (country leadership team, regional leader, etc)

ABOUT NIELSEN

We’re in tune with what the world is watching, buying, and everything in between. If you can think of it, we’re measuring it. We sift through the small stuff and piece together big pictures to provide a comprehensive understanding of what’s happening now and what’s coming next for our clients. Today’s data is tomorrow’s marketplace revelation.

We like to be in the middle of the action. That’s why you can find us at work in over 100 countries. From global industry leaders to small businesses, consumer goods to media companies, we work with them all. We’re bringing in data 24/7 and the possibilities are endless. See what’s next with us at Nielsen: careers.nielsen.com

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