Agency:
Omnicom Media
Job Function:
Media
Job Subfunction:
Media Planning and Buying
Job Description:
Director Integrated Media Planning
Role overview
The Director leads integrated media strategy and planning across a complex consumer brand portfolio. This role connects category and consumer understanding to business priorities, investment choices, and measurable outcomes, while building a high-performing team and an operating model that evolves with digital, data, technology, and AI-enabled capabilities.
Role purpose
Set strategic direction, lead senior partnerships, and ensure planning decisions deliver connected brand and business value across the consumer journey.
Key responsibilities
Lead business and category strategy
• Build fluency in the business, portfolio, categories, consumers, retail and commerce context, competitive environment, and growth priorities. Translate that understanding into clear media choices and implications for investment.
• Lead annual, quarterly, and in-market planning, connecting commercial objectives, brand positioning, audience needs, cultural context, and the role of media in the marketing mix.
• Frame strategic choices, scenarios, and trade-offs for senior stakeholders; connect channel and audience decisions to business outcomes rather than relying on delivery or channel metrics alone.
Direct integrated planning and investment
• Lead the development of audience-first, full-funnel media strategies across paid, owned, earned, and partner ecosystems, including video, search, social, programmatic, commerce, creators, content, sports, and emerging channels as relevant.
• Balance long-term brand building with near-term performance through clear roles for channels, investment principles, sequencing, reach and frequency, and outcome measures.
• Connect media planning with commerce, CRM, creative, content, data, technology, analytics, and measurement specialists to build coherent consumer experiences and stronger recommendations.
• Oversee investment stewardship, budget governance, scenario planning, and financial accuracy; ensure plans, authorizations, pacing, and reconciliations meet agreed standards.
Use data, measurement, and technology to improve decisions
• Integrate consumer, category, retail, competitive, platform, and campaign evidence into recommendations; distinguish signal from noise and make assumptions and limitations clear.
• Set measurement frameworks that connect leading indicators and media delivery to brand, engagement, conversion, and commercial outcomes. Establish test-and-learn priorities and apply findings to future investment.
• Guide adoption of platform capabilities, automation, AI-enabled and agentic workflows, and connected data tools. Determine what should be human-led, AI-augmented, or automated, with appropriate validation, privacy, and accountability.
• Champion practical innovation and smart risk-taking: assess potential value, feasibility, and risk; pilot promising approaches; scale what works and stop what does not.
Lead people, partnerships, and change
• Lead, coach, and develop planning talent; set clear expectations for craft, judgment, communication, ownership, and quality. Build succession depth and support continuous learning.
• Build trusted working relationships across client teams, agency disciplines, media partners, markets, and external collaborators. Influence through clear logic, evidence, and constructive challenge.
• Create an environment where teams share information, surface risks early, solve problems together, and adapt to evolving priorities and incomplete information.
• Drive change in planning methods, capabilities, and ways of working while sustaining reliable delivery and a high standard of accuracy.
Qualifications and experience
• 9+ years of integrated media planning experience, including significant strategic leadership and team management.
• Demonstrated experience with consumer packaged goods (CPG) brands or categories, including an understanding of consumer, retail or commerce dynamics and commercial outcomes.
• Proven ability to set integrated, full-funnel strategy and manage complex, multi-channel investment across brand and performance objectives.
• Strong working knowledge of digital platforms, audience and identity approaches, data, ad technology, analytics, measurement, and media financial stewardship.
• Experience translating research and measurement into decisions, communicating recommendations to senior stakeholders, and managing ambiguity and change.
• Practical fluency with AI-enabled tools and automation, including the ability to evaluate outputs, protect quality, and apply human judgment.
• Bachelor's degree or equivalent combination of education and relevant experience.
Leadership in practice
Success in this role reflects the following leadership dimensions, expressed at the level of the role:
• Driving Innovation and Driving Change: Creates useful new approaches, tests them thoughtfully, and helps teams adopt what works.
• Processing Information and Solving Problems: Connects complex business, consumer, media, and measurement inputs; uses sound judgment to resolve issues and make trade-offs.
• Influencing Others and Teamwork: Builds alignment across senior stakeholders and disciplines, invites expertise, and elevates collective performance.
• Dealing With Ambiguity and Taking Initiative: Acts with ownership when information or priorities shift; clarifies decisions, anticipates risks, and moves work forward.
• Taking Smart Risks and Driving Strategy: Assesses benefits and risks, then connects near-term plans to longer-term brand and business objectives.
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$90,000 - $215,000
To the extent permissible by local law, Omnicom's policy requires employees to work in the office for a minimum of three days a week, unless additional in-office days are directed by their agency or manager.
