Head of Media Planning and Efficiency

About the Role

We are seeking a strategic and data-driven Head of Media Planning and Effectiveness to lead our global media planning, measurement, and optimization efforts for our B2C subscription business. This newly created role will oversee the media planning and measurement, ensuring an effective channel mix across both acquisition and brand campaigns.

Reporting directly to the EVP of Marketing, this role will work cross-functionally with marketing leads, data, and finance teams, leveraging media mix modeling (MMM) and media planning tools to plan, optimize performance and maximize ROI.

Key Responsibilities

Media Strategy & Planning

• Develop and execute a global media strategy that aligns with business goals, balancing brand-building and acquisition marketing
• Own the media mix, ensuring an optimal allocation of spend across digital and traditional channels
• Utilize media planning tools and industry benchmarks to inform investment decisions
• Work with the data and research teams to mine audience-level insights that can inform media targeting, creative strategy and investment decisions for both brand and acquisition efforts

Measurement & Effectiveness

• Lead media measurement efforts using media mix modeling (MMM) to plan, measure, and optimise the effectiveness of our marketing spend
• Work with the data team to explore and implement incrementality testing and attribution models to ensure accurate performance tracking
• Provide ongoing insights and recommendations to improve media efficiency and effectiveness
• Establish a unified brand reporting framework that bridges the gap between semiannual MMM/brand trackers and real-time channel delivery

Channel Mix & Optimization

• Oversee the allocation of media budgets across paid, owned, and earned channels for both brand and performance channels
• Identify new opportunities in emerging media platforms to increase profitable customer acquisition and brand visibility
• Ensure cross-channel measurement to maximize efficiency and performance, removing duplication and inconsistencies in attribution

Who You Are

• Proven experience in media planning, and effectiveness within a data-driven marketing environment
• Expertise in media mix modeling (MMM), Nielsen or similar media planning tools, attribution modeling, and incrementality testing
• Strong analytical mindset, with the ability to translate complex data into actionable strategies
• Experience managing mid to large-scale brand and acquisition campaigns with a focus on effectiveness
• Ability to work cross-functionally with marketing, research, finance, and data teams in a global organization
• Strong stakeholder management and communication skills

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