Global Head of Paid Media
Aon · Singapore
Global Head of Paid Media
The Global Head of Paid Media will define and own Aon’s global paid media strategy, setting the vision, standards and operating discipline for campaigns delivered across channels and the full marketing funnel. This role will lead the paid media team in driving high-quality, measurable campaign activity across awareness, engagement, demand creation, retargeting and conversion.
As a key member of the Digital Marketing leadership team, the role will partner closely with regional marketing leaders and CMOs, global functions and solution lines, digital channel leaders and key agency partners to build consistency, strengthen best practice and improve ROI across Aon’s paid media investment.
Aon is in the business of better decisions
At Aon, we shape decisions for the better to protect and enrich the lives of people around the world.
As an organization, we are united through trust as one inclusive team and we are passionate about helping our colleagues and clients succeed.
What the day will look like
Responsibilities include:
- Own the global paid media strategy and operating model for digital campaigns across the full funnel.
- Set consistent standards for paid media planning, execution, governance, measurement and optimization across regions and solution lines.
- Drive stronger ROI from paid media investment through disciplined performance management, testing, audience strategy and budget effectiveness.
- Lead and develop the paid media team, ensuring clear priorities, strong stakeholder engagement and high-quality delivery.
This is an exciting opportunity to help build and mature Aon’s global digital marketing function, strengthening paid media as a strategic growth lever and establishing a scalable, data-driven operating model that raises standards, improves investment decisions and delivers greater impact for the business.
Key Responsibilities & Performance Outcomes
- Define and lead the global paid media strategy, ensuring paid media activity within digital campaigns supports Aon’s digital marketing priorities, brand-to-demand approach, audience strategy and commercial growth objectives.
- Manage global paid media planning and execution for digital campaigns across channels including paid search, paid social, programmatic display, sponsored content, digital out-of-home, retargeting and emerging media opportunities.
- Embed consistency, governance and best practice across regions and solution lines, establishing clear standards for campaign setup, targeting, creative requirements, measurement, optimization and reporting.
- Lead media investment strategy and governance by strategically allocating paid media investment and ensuring spend priorities align to business objectives, audience opportunities, campaign performance and commercial outcomes.
- Strengthen measurement and attribution by partnering with analytics and marketing technology teams to advance measurement frameworks, attribution and performance insight capabilities that support more effective media investment decisions.
- Partner closely with regional CMOs and marketing teams to balance global consistency with regional relevance, ensuring campaigns are adapted effectively for local market needs while maintaining strategic alignment.
- Collaborate across the digital leadership team including demand generation, social, web, SEO, content, analytics, marketing automation and campaign operations to deliver integrated, full-funnel digital journeys.
- Develop scalable paid media frameworks and blueprints that improve speed, quality and repeatability of digital campaign activation across priority initiatives, audiences and business areas.
- Lead agency, platform and vendor performance to ensure external partners are delivering value, innovation, transparency, operational excellence and measurable return on spend.
- Champion test-and-learn approaches including audience expansion, creative optimization, channel mix testing and emerging media pilots to improve campaign effectiveness and inform future investment decisions.
- Drive digital transformation and innovation across paid media through the responsible adoption of AI, automation, advanced audience strategies, emerging channels and evolving measurement approaches, improving media effectiveness, operational efficiency and decision-making while keeping Aon aligned with industry best practice and evolving customer expectations.
- Provide team leadership and direction by setting priorities, building capability, coaching team members and creating a culture of accountability, collaboration, learning and performance.
Skills and experience that will lead to success
Key Behavioral Competencies
- Strategic Leadership: Demonstrates vision in building a global paid media capability that supports business priorities, improves campaign effectiveness and strengthens Aon’s digital marketing maturity.
- Commercial and ROI Focus: Maintains a disciplined focus on measurable outcomes, ensuring media spend is connected to audience quality, engagement, pipeline contribution and commercial value.
- Collaboration and Influence: Builds strong relationships across regions, solution lines, functions and digital teams, influencing senior stakeholders and driving alignment around shared priorities.
- Analytical Thinking: Uses data, audience insight and performance reporting to inform planning, optimize campaigns and make clear recommendations on spend, channel mix and future investment.
- Change Agility: Leads teams and stakeholders through evolving media channels, technologies, operating models and performance expectations with confidence and pragmatism.
- Communication Excellence: Communicates complex media strategy, performance insights and recommendations clearly to senior leaders, regional teams and cross-functional partners.
- Operational Excellence: Balances strategic ambition with strong execution, ensuring campaigns are well planned, well governed, well measured and delivered to high standards.
- People Development: Invests in team capability, creates clarity on priorities and standards, and supports ongoing learning across paid media, analytics, platforms and campaign innovation.
- Client-Centric Mindset: Ensures paid media activity is grounded in audience needs and supports relevant, high-quality experiences for clients, prospects and other priority audiences.
Leadership Impact
- Establish paid media as a strategic growth lever across Aon’s global marketing organization.
- Improve the effectiveness and efficiency of marketing investment through consistent governance, measurement and optimization.
- Strengthen Aon’s digital marketing maturity through scalable operating models, innovation and capability development.
Success Measures
- Improved paid media performance against agreed campaign KPIs, including reach, engagement, audience quality, cost efficiency, conversion, pipeline influence and ROI.
- Consistent execution of high-quality paid media campaigns across regions, solution lines and global priorities, delivered on time and in alignment with brand, compliance and strategic guidelines.
- Demonstrated adoption of global paid media standards, governance frameworks, operating models, measurement approaches and campaign blueprints across regions and solution lines.
- Positive stakeholder feedback from regional CMOs, solution line leaders, global functions and digital leadership partners reflecting strong collaboration, clarity and value creation.
- Demonstrated optimization of paid media spend through improved targeting, channel selection, creative testing, performance reporting and evidence-based recommendations.
- Evidence of innovation through adoption of new channels, technologies, tools, partners or best practices that improve campaign effectiveness and scalability.
- Strong team performance, engagement and capability growth, with clear ownership, high standards and a culture of continuous learning and improvement.
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2026-107520