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Veronica Granito

@veronicagranito

Global Media Specialist at HEINEKEN who improved Quality Impression Rate by 11% through media optimization.

At HEINEKEN, I manage the planning cycle for three brand campaigns, from global briefing and media planning alignment through delivery and post-campaign analysis.

I work with Brand Teams, Media Managers and agency partners across six European markets, translating global strategy into local execution. By refining media mix and audience targeting across digital and TV, I contributed to an 11% improvement in Quality Impression Rate.

I monitor campaign investments of €100K to €1M and am the business owner of global performance dashboards used by 500+ stakeholders and agency partners. I also define KPI frameworks and reporting requirements with Digital & Technology teams to support data-led decisions.

Experience

Work history, roles, and key accomplishments

Current

Global Media Specialist

Current

HEINEKEN

Jan 2023 - Present (3 years 9 months)

Managed global media strategy and integrated campaigns across six European markets, overseeing investments up to €1M and improving Quality Impression Rate by 11% through media mix optimization.

Media Strategy Integrated Marketing Global Campaign Management Stakeholder Management Performance Analysis Media Mix Optimization Audience Targeting Power BI Excel Jira PowerPoint

Education

Degrees, certifications, and relevant coursework

IULM University of Milan

Master, Social Media Marketing & Digital Communication

2023 - 2023

Completed a Master's program in Social Media Marketing and Digital Communication at IULM University of Milan in 2023.

Utrecht University

Bachelor of Arts, Mass Media & Culture

2020 - 2022

Earned a Bachelor of Arts in Mass Media and Culture from Utrecht University, focusing on digital marketing, media systems, and consumer communication. Developed social media brand strategies across TikTok, Instagram, and Facebook, including positioning, tone of voice, and content planning.