Responsibilities

• Own the development and deployment of integrated regional/brand-specific media plans across Paid Media, Retail Media, Social and Creator channels, aligned to global category strategy and media blueprint and regional brand growth ambitions.
• Lead cross-market/brand alignment on Connected Reach execution, ensuring consistency in approach while enabling flexibility to reflect local market dynamics.
• Translate global media frameworks and category priorities into actionable, insight-driven regional/local plans that deliver measurable business outcomes.
• Guide annual planning process and delivery of key outputs including localized connections strategy and plan. Think about the broader ecosystem and how paid, owned, retail and social touchpoints play a role.
• Evaluate media plan scenarios based on budget parameters and brand objectives showcasing trade-offs between options. Work with Agency to make sure scenarios take into account media best practices.
• Work with the media agency (e.g., TV, OOH, Print, Radio) and in-house (i.e., Programmatic & Social) buying teams to craft and refine tactical plans. Own plans from media strategy to delivery and measurement.
• Oversee execution of integrated full-funnel media plans, ensuring optimization of investment to maximize reach, effectiveness and ROI.
• Drive media efficiency and productivity through strategic investment allocation, optimization frameworks, and adoption of global standards and tools.
• Monitor and actively optimize regional/brand media performance against defined KPIs, ensuring delivery of both short-term results and long-term brand growth.
• Work with buying teams to ensure media across the portfolio is being activated in-market with excellence (e.g., on time, delivering on the outlined strategy, pacing properly, etc.).

Requirements

• 8+ years’ experience in media planning, activation, digital marketing, or media agency leadership, with a proven track record across multiple markets.
• Strong experience managing significant media investments and delivering measurable improvements in media effectiveness, ROI and business performance.
• Proven success driving media transformation through digital innovation, automation, AI-enabled solutions and cross-functional collaboration.
• Experience operating within complex, matrixed, multi-brand environments with varying levels of media maturity.
• Demonstrated ability to lead and challenge agencies and partners to deliver high-performance outcomes.
• Deep expertise across Paid Media, Programmatic, Social, Search, Video, with a strong working knowledge of Retail Media ecosystems.
• Strong understanding of media effectiveness, audience strategy, measurement frameworks, and data-driven decision making.
• Knowledge of AI-enabled media capabilities, media technology platforms, and evolving digital ecosystems.
• Strong grounding in brand safety, data privacy, and responsible marketing practices.
• Strategic thinker with the ability to translate global and regional priorities into actionable, growth-driving plans.