Agency:
Omd
Job Function:
Media
Job Subfunction:
Media Planning and Buying
Job Description:
The BU Integrated Investment Lead serves as the Business Unit investment leader responsible for translating integrated business, communications, and experience strategies into coordinated investment plans across national media, retail media, commerce, paid search, paid social, video, programmatic, audio, and emerging channels.
Working in partnership with the Integrated Business Unit Lead, Experience Strategy Lead, Commerce Lead, Media Leadership, and the Cross-BU Portfolio Investment Lead, this role ensures Business Unit investment decisions reflect business priorities, audience strategy, retailer objectives, commercial goals, measurement requirements, and approved enterprise investment standards.
The BU Integrated Investment Lead owns Business Unit investment strategy, stewardship, optimization, partner planning, and investment performance, ensuring national media, retail media, commerce, search, and shopper investments operate as one connected investment system.
Core Responsibilities
Business Unit Investment Strategy
Lead development of integrated investment strategies aligned to Business Unit objectives, communications strategy, audience priorities, retailer requirements, and commercial goals.
Translate integrated planning into Business Unit channel investment recommendations, budget allocation, and full-funnel investment frameworks.
Apply enterprise investment principles, planning standards, and optimization approaches within the Business Unit.
Ensure investment strategies balance brand growth, commerce performance, retailer priorities, portfolio objectives, and commercial outcomes.
Support annual planning, quarterly planning, tactical planning, campaign planning, and investment reviews.
Integrated Media & Commerce Investment
Develop coordinated investment strategies across national media, retail media, paid search, paid social, commerce media, video, programmatic, audio, and emerging channels.
Ensure national and retail investments operate as one connected investment ecosystem.
Integrate media, commerce, search, shopper, and retailer investment recommendations into annual, quarterly, and campaign planning.
Partner with Commerce Leadership to align retailer investment priorities, media deployment, shopper activation, and commerce execution.
Manage Business Unit media and commerce Joint Business Plans with priority partners, ensuring partner commitments, investment priorities, retailer requirements, value opportunities, and activation plans are integrated into Business Unit investment strategies.
Partner with Customer Teams, Retail Teams, Media Leadership, Commerce Leadership, and the Cross-BU Portfolio Investment Lead to ensure partner plans remain aligned across national media, retail media, commerce activation, search, measurement, and optimization.
Investment Stewardship & Optimization
Manage Business Unit investment allocation, pacing, optimization, sufficiency guidance, scenario planning, and budget stewardship.
Provide investment modeling, budget reallocation recommendations, and contingency planning.
Ensure investment decisions incorporate audience performance, retailer trends, marketplace dynamics, competitive activity, and Business Unit priorities.
Lead investment optimization discussions throughout campaign execution, business reviews, and quarterly planning.
Translate investment performance into actionable recommendations that improve effectiveness, efficiency, and business outcomes.
Marketplace & Partner Leadership
Maintain strategic relationships with media partners, platforms, retailer media networks, technology partners, and marketplace organizations supporting the Business Unit.
Lead Business Unit marketplace planning, annual partner planning, investment negotiations, and activation planning.
Identify marketplace innovation opportunities, beta programs, partnership opportunities, and emerging investment capabilities relevant to the Business Unit.
Ensure Business Unit investment recommendations reflect marketplace evolution, retailer priorities, consumer behavior, and platform innovation.
Partner with Cross-BU Portfolio Investment Leadership to implement enterprise partner strategies and marketplace standards within the Business Unit.
Investment Governance & Commercial Stewardship
Partner with the Integrated Business Unit Lead, Finance, Operations, Commerce, and Commercial teams to ensure investments align with approved budgets, commercial assumptions, scope, and business priorities.
Support investment governance, authorization processes, financial stewardship, investment transparency, and commercial compliance.
Participate in annual planning, quarterly planning, QBRs, investment reviews, partner reviews, and commercial discussions.
Escalate investment risks, budget variances, marketplace issues, resource constraints, and partner concerns affecting Business Unit performance.
Media Outcomes Oversight & Tracking
Support Business Unit oversight of approved Media Outcomes programs, including KPI alignment, spend commitment tracking, value realization, reporting inputs, and escalation.
Partner with Media Leadership, Analytics, Finance, Commercial Leadership, the Cross-BU Portfolio Investment Lead, and the Integrated Business Unit Lead to monitor Outcomes performance and Business Unit value delivery.
Ensure Media Outcomes activity remains connected to approved Business Unit investment strategy, channel mix, partner strategy, and execution approach.
Surface Business Unit risks related to Outcomes delivery, measurement availability, KPI alignment, commercial commitments, and value realization.
Translate Outcomes learnings into future investment planning, optimization, and partner recommendations.
Measurement & Continuous Improvement
Partner with Analytics & Measurement to ensure investment decisions are informed by performance intelligence, learning agendas, and Business Unit priorities.
Translate campaign performance into investment optimization recommendations.
Support test-and-learn programs, measurement initiatives, incrementality studies, and investment effectiveness reviews.
Promote continuous improvement across investment planning methodologies, optimization frameworks, partner planning, and operating practices.
Share Business Unit learnings with Cross-BU Portfolio Leadership to support enterprise capability development and best-practice adoption.
Leadership Expectations
The BU Integrated Investment Lead is expected to:
Serve as the Business Unit authority for integrated media and commerce investment strategy while operating within enterprise standards established by the Cross-BU Portfolio Investment Lead.
Balance long-term brand investment with short-term commercial performance and retailer objectives.
Connect Business Unit priorities, audience strategy, retailer objectives, and investment decisions into one coordinated recommendation.
Eliminate fragmented channel planning by integrating media, commerce, retail media, search, shopper, and performance investments.
Simplify complex investment decisions for Business Unit leadership and executive stakeholders.
Champion innovation while maintaining commercial discipline, investment accountability, and cross-capability collaboration.
Critical Capabilities
Investment Leadership
Full-funnel media investment strategy
Budget allocation and scenario planning
Retail media and commerce investment
Investment optimization
Marketplace stewardship
Partner planning and governance
Strategic Planning
Communications planning
Audience-first investment planning
Commerce integration
Retail strategy
Portfolio optimization
Business prioritization
Commercial Leadership
Financial acumen
Investment stewardship
Budget governance
Commercial planning
Business case development
Cross-Functional Leadership
Media, Commerce, Analytics, Strategy, Operations, and Customer Team integration
Executive communication
Stakeholder alignment
Matrix leadership
Decision facilitation
Change leadership
Success Measures
Investment Excellence
Improved Business Unit investment effectiveness
Stronger integration between national media, retail media, commerce, and search investments
Improved investment optimization and efficiency
Increased investment transparency
Successful execution of priority partner Joint Business Plans
Business Performance
Better alignment between Business Unit strategy and investment decisions
Faster investment decision-making
Increased confidence in investment recommendations
Improved retailer, partner, and marketplace performance
Successful delivery of Business Unit Media Outcomes objectives
Operating Model Adoption
Strong adoption of integrated investment planning across the Business Unit
Reduced channel fragmentation
Increased cross-capability collaboration
Consistent application of enterprise investment standards
Strong partnership with Cross-BU Portfolio Leadership and Central Capability Teams
Critical Partnerships
One Omnicom
Integrated Business Unit Lead
Experience Strategy Lead
Cross-BU Portfolio Investment Lead
Commerce Lead
Media Leadership
Data, Tech, Tools & AI Lead
Operations & Agency Orchestration
Holistic Search Lead
Client Stakeholders
Business Unit Leadership
Marketing Strategy
Customer / Retail Teams
Analytics & Data Science
Finance
Procurement
Priority Media, Commerce, and Retail Partners
Experience Profile
The ideal candidate will demonstrate:
10-15 years of experience in integrated media investment, communications planning, commerce media, or marketing investment leadership.
Deep expertise across national media, retail media, commerce media, paid search, paid social, video, programmatic, and emerging channels.
Experience leading full-funnel investment planning for complex Business Units or large consumer brands.
Strong commercial acumen with experience managing significant media and commerce investments.
Experience developing Joint Business Plans with strategic media, retailer, and commerce partners.
Experience managing investment optimization, business performance, and outcomes-based planning.
Proven ability to connect business strategy, communications planning, audience intelligence, commerce priorities, and investment decisions.
Strong executive presence with experience influencing senior client stakeholders and leading cross-functional planning discussions.
Familiarity with modern planning platforms, audience intelligence, AI-enabled planning tools, Media Outcomes frameworks, and integrated operating models.
#LI-NR1#OMDCompensation Range: $180,000 - $200,000
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. Our objective is to increase this requirement over time, and many of our agencies as well as Omnicom's corporate group already require five days of in-office attendance.
