Media Strategy & Planning Sr. Manager - LATAM

Summary Job Title: Media Strategy & Planning Sr. Manager - LATAM | Samsung Electronics Highlights: • Location: São Paulo • Type of contract: Permanent contract, Full time • Work Modality: On Site Who are we? Samsung Electronics has grown into one of the world’s leading technology companies, recognized as one of the top 5 global brands. As a global leader in technology, we are transforming the world with the creativity and diversity of our talented people who drive this transformation. Our company's success reflects the determination and talent of our people, aligned with our key corporate values: People, Excellence, Change, Integrity, and Co-prosperity. Our mission is to help people achieve the impossible. We are inspired by what people want to accomplish in their lives and work to create products that empower them in new ways. This drive fuels our innovation. Join us at Samsung and find your opportunity to do what you can't. Looking for more? Visit our website www.samsung.com or our career page HERE! Role and Responsibilities Job Description: Samsung LATAM is creating one senior role to unite two capabilities that today operate separately: market intelligence (CMI) and media strategy. They belong together because the same discipline drives both: reading the consumer through data, and acting on that read through investment. Consumer intelligence explains why the market moves; media intelligence turns that understanding into where, when, and how much Samsung invests. This role owns the analytical spine that connects consumer signal to media decision across the region. This is a new position. It reflects a specific bet: that a single leader fluent in both the consumer and the media system produces sharper decisions than two functions optimizing in isolation. Key Job Responsabilities Pillar A. Consumer and Market Intelligence Lead quantitative and qualitative research (surveys, panels, focus groups, interviews, and syndicated sources such as GfK, Kantar, or NielsenIQ) to explain consumer needs, segments, and category dynamics across LATAM. Own brand health and equity tracking, and connect it to media investment so brand outcomes, not only performance metrics, guide spend. Maintain a working view of the consumer electronics market, emerging trends (IoT, smart home, AI devices), and Samsung's competitive position. Build and steward a regional segmentation and audience framework used by both product and media teams. Pillar B. Media Strategy, Investment, and Optimization Review how each LATAM market invests across TV, digital, social, YouTube, influencers, and retail and commerce media (for example Mercado Libre Ads, Amazon Ads, retailer networks), and direct where to shift budget. Design media mix frameworks that set allocation by objective (launch vs sustain, brand vs performance) and by market maturity. Set the standard for planning, sequencing, and audience targeting so campaigns reach the right consumer at the right moment. Take a position on structural shifts, including retail media growth and any move toward in-housing programmatic. Measurement and Marketing Science Own the regional measurement framework, moving beyond CPM, CTR, and ROAS toward cross-platform measurement, incrementality testing, and business outcomes. Build and maintain marketing mix models and predictive models that link investment to results and forecast the effect of allocation choices. Resolve walled-garden and cross-platform measurement gaps, including use of data clean rooms where available. Data, AI, and Governance Apply AI and advanced analytics to real decisions: mix modeling, demand and trend forecasting, audience modeling, and synthesis of qualitative insight at scale. Grow and govern first-party consumer data as a regional asset. Ensure research and data practices comply with privacy regulation across the region (LGPD in Brazil and its equivalents), in partnership with legal and data protection. Capability Building and Regional