Skillset

• Leads the development of integrated, full-funnel media strategies across paid channels including social, search, programmatic, CTV/DOOH, influencer/affiliate, and retail media 

• Contributes to audience and communications planning, translating consumer, cultural, and channel insights into media strategies that balance short-term performance with long-term brand impact 

• Translates performance data and platform signals into clear creative briefs and learning agendas, ensuring media insights actively inform content development, messaging, and creative systems 

• Builds and oversees measurement frameworks and reporting systems, synthesizing cross-channel performance into clear, actionable insights for internal teams, clients, and senior stakeholders 

• Identifies cross-channel optimization opportunities and growth levers, applying a rigorous test-and-learn approach to planning and in-market strategy evolution 

• Evaluates and shapes external media partner strategy, including agencies, platforms, publishers, and data providers, ensuring the right balance between internal capability and external specialization 

• Partners cross-functionally with Creative, Account, Analytics, Finance, and Legal teams to ensure strategies are executable, compliant, and aligned to business objectives, particularly within regulated environments 

• Guides alignment between strategy, creative, and performance throughout campaign execution, partnering closely with activation teams to ensure continuity from plan through optimization 

• Supports operational excellence across media planning and execution, including vendor onboarding, MSAs/IOs, platform access, and reporting cadences 

• Serves as a senior voice in client engagements, confidently presenting strategy, performance, and recommendations to executive stakeholders 

• Understands how media, creative, and measurement compound together to drive business outcomes, and applies that thinking to planning and optimization 

Mindset 

• Builder-Strategist: Operates across channels and disciplines, able to build integrated approaches while actively applying them in live client systems 

• Systems Thinker: Sees media as a signal system that shapes creative, content, and business outcomes, not just a distribution channel 

• Performance to Direction: Knows how to turn data into decisions, using performance signals to inform what gets made, not just how it’s optimized 

• Audience-First: Understands how audiences move across platforms and builds strategies that reflect real behavior, not channel silos 

• Collaborative: Works fluidly across Creative, Account, AIM, and partners to ensure media is fully integrated into how work is developed and executed 

• Comfortable in Complexity: Thrives in regulated environments and evolving systems, bringing clarity without oversimplifying 

• Hands-On: Stays close to the work, platforms, and data, leading with context and credibility 

Keys to Success 

• Integrated media strategies are actively shaping creative, content, and messaging decisions across key accounts 

• Performance data is consistently translated into clear direction that improves both media outcomes and creative effectiveness 

• Clients view you as a senior strategic partner who can connect media investment to business impact 

• External partners are well-defined, effectively managed, and contributing to both performance and innovation 

• Cross-functional teams are aligned from planning through execution, with clear continuity between strategy, creative, and performance 

• Media approaches are executed effectively within regulated environments without losing strategic ambition 

• Integrated planning approaches are being built, applied, and refined in ways that contribute to the broader evolution of Audience Experience