Role purpose

Owns the translation of strategy into a connected media ecosystem. Takes the growth strategy and audience direction from the Strategist and turns it into a PESO journey, channel role architecture, audience activation logic, phasing, budget principles and specialist briefing pack.

Scope of role

Responsibilities

Core accountabilities

Translate growth strategy into a connected media journey.
Define how the growth audience can be reached, influenced and moved across paid, earned, shared, owned and commerce touchpoints.
Build the media ecosystem architecture.
Define the role of each channel before specialists create detailed plans.
Create the Specialist Briefing Pack for channel specialists.
Integrate vertical channel plans into one coherent media plan.
Ensure the plan ladders back to the JTBD and strategic growth objective.
Define plan-level measurement questions with the Measurement Lead.
Own the plan-level implication if a channel under-delivers or materially over/under-performs.

Mandatory artifacts owned

Audience Activation Blueprint: Converts growth audience into media, platform, context and signal logic.
PESO Ecosystem Plan: Defines how Paid, Earned, Shared, Owned and Commerce work together.
Channel Role Framework: Defines the job of each channel before detailed planning starts.
Journey / Moment Map: Defines consumer moments, occasions, touchpoints and sequencing.
Budget Allocation Logic: Explains why budget is allocated across channels.
Specialist Briefing Pack: Gives channel specialists audience, KPI, role, budget, timing and output requirements.
Integrated Media Plan: Combines specialist outputs into a single coherent plan.
Plan-Level Variance Note: Explains total-plan implications of delivery or KPI variance.

Key handshakes

Channel Specialists: receives strategy from the Growth Media Strategist and hands over the Specialist Briefing Pack.
Measurement Lead: receives strategy and plan inputs and hands over plan-level KPI questions.
Buying Ops: receives the client-approved integrated plan and hands over a booking-ready plan.
Client Lead / Strategist: receives outputs from Channel Specialists and hands over the integrated media plan.
PCA team: receives input from the Measurement Lead and hands over plan-level learnings and future implications.

Decision rights

What this role is not

Building every detailed vertical channel plan personally.
Acting as TV planner, OOH planner, search specialist, social specialist and programmatic specialist all at once.
Loading plans into billing systems.
Supplier invoice reconciliation.
Vendor onboarding.
Tagging and trafficking campaigns.
Producing raw dashboards.

Qualifications

Required competencies

Communications planning: Translate strategy into ecosystem architecture.
Audience activation: Convert growth audiences into channel and platform logic.
Channel understanding: Strong understanding of ATL, digital, social, commerce and performance channels.
Integration: Stitch specialist outputs into one plan.
Briefing discipline: Write clear specialist briefs.
Budget logic: Rationalise investment allocation.
Measurement thinking: Connect planning choices to measurable outcomes.

Experience requirements

KPIs

Ecosystem quality: Strength of PESO plan and channel role clarity.
Specialist handoff: Reduction in specialist rework due to unclear briefs.
Plan integration: Quality of final integrated media plan.
Audience activation: Evidence that audience logic translates into actionable channel plans.
Measurement readiness: Plan has KPI and measurement logic before activation.
Rework reduction: Fewer late-stage changes caused by planning gaps.

Head Of Journey Planning