Senior Media Planner & Strategist

Responsibilities

• Own annual and in-year paid media planning for assigned priority sub-brands: Within the broader North America Baby Care media strategy, translate Pampers and Luvs sub-brand priorities into integrated digital video and social strategies, channel roles, investment scenarios, budget recommendations, and launch-and-sustain plans; identify trade-offs, funding opportunities, and efficiency actions while ensuring alignment with total-brand objectives.
• Lead activation and optimization for your priority platform: Guide agency teams and platform reps to ensure campaign setup, inventory and format strategy, audience design, objective selection, pacing, reach and frequency, testing, optimization, and issue resolution all run smoothly; maintain clear performance and optimization logs and ensure changes are executed with quality and speed.
• Foster media partner relationship with your priority platform: Ensure that business reviews involving your priority platform are in line with business goals, onboard partner teams, escalate opportunities and risks, and convert partner capabilities into actionable media plans.
• Run test-and-learn plans as part of the paid media learning agenda: Partner with Analytics & Insights, agency teams, and media partners to design and execute experiments across channel mix, audience, reach and frequency, campaign objective, inventory, format, traffic, and launch strategy; synthesize findings into clear principles and future planning guidance.
• Tie performance data to business results: Monitor leading KPIs (key performance indicators), including reach (how many people saw the advertising), frequency (how often they saw it), VTR or video completion rate (the percentage who watched the video), CTR or click-through rate (the percentage who clicked), CPC or cost per click (the average cost of each click), landing-page views (visits to the destination page), conversion (the percentage who completed a desired action), brand lift (changes in awareness or perception), and retailer outcomes (such as product-page visits, add-to-cart activity, and sales); diagnose drivers of performance and recommend reallocations, campaign changes, and next tests with transparent evidence and clear decision points.
• Lead cross-functional operating rhythms for assigned sub-brands: Coordinate Brand, Media, Analytics & Insights, IT, agency, retailer, and platform stakeholders through sub-brand planning, weekly performance management, quarterly business reviews, decision forums, and launch-readiness milestones; connect recommendations into broader portfolio and total-brand planning.
• Strengthen media operations and governance: Maintain repeatable planning, authorization, deployment, optimization, reporting, and documentation processes; clarify ownership across internal and agency teams and continuously improve speed, accuracy, compliance, and productivity.

Requirements

• Bachelor’s degree in Marketing, Advertising, Communications, Business, Data Analytics, Economics, or a related field; an advanced degree is a plus.
• 5–7 years of strategic media planning and hands-on paid digital activation experience, including meaningful ownership across digital video and social.
• Demonstrated ability to translate business objectives into channel strategies, annual plans, investment scenarios, launch plans, and in-year optimization decisions for a brand, sub-brand, category, or portfolio.
• Strong knowledge of digital video and paid social, including platform and programmatic buying models, video inventory and formats, audience strategy, reach and frequency, optimization, and measurement.
• Experience designing structured test-and-learn agendas and applying campaign, brand-lift, traffic, conversion, and retailer data to improve cross-channel strategy.
• Experience balancing upper-funnel brand building with performance and commerce media, including retailer traffic, retargeting, attribution, and closed-loop measurement.
• Strong financial and operational management skills, including budget stewardship, scenario planning, campaign governance, documentation, billing accuracy, and compliance.
• Proven ability to lead agencies and influence Brand, Analytics & Insights, IT, retailer, publisher, platform, and programmatic partners without direct authority.
• Strong analytical storytelling and executive communication skills, with the ability to distinguish observed results from hypotheses and turn complex data into clear actions.
• Proficiency with core media planning, activation, measurement, and reporting tools, including ad platforms, programmatic buying platforms, analytics dashboards, Microsoft Excel, and presentation software.

Preferred

• Advanced degree is a plus.