Associate Director - Media Planning
On-siteGurugram, Haryana, India
Job Summary
Independently manage the planning, execution, and optimization of digital media campaigns across channels to drive installs, user engagement, and revenue growth. Execute strategic media plans for B2C brand dynamics, leveraging 1st and 3rd party data sources and DSP partners to assess campaign performance and channel-level incrementality. Create tactical plan presentations, media plan templates, and campaign analysis plans while overseeing successful launches via the Launch Tracker. Prepare regular reports for stakeholders, manage accurate forecasts, and contribute ideas for campaign experiments. QA media plan setups and maintain deliverable tracking documents to adhere to team quality standards.
Required Qualifications
- At least 7 years' experience in digital media and performance planning, advertising, marketing and experience handling app-based performance clients
- Team handling experience
- Knowledge of typical B2C platforms, use of 1P data, DMP sources and DSP partners to drive performance goals
- Working knowledge and effective vocabulary across search, app campaigns, social, display, video, branding campaigns and/or programmatic media buying
- Experience with Media Research Tools (Comscore, GWI, TGI, YouGov)
- Excellent communication and presentation skills
- Ability to provide and meet forecasts of expected return of media investment
- Strong organizational skills with a keen ability to prioritize and multitask
- Proven problem solving skills and ability to think outside of the box
- Ability to work independently and collaborate in a team environment
- Detail oriented and responsive, deadline-driven with strong reasoning skills
- Lead by example while motivating and coaching juniors on the team
- Manage Performance Development Cycle and Review process for juniors
Desired Qualifications
- Adept understanding of Marketing funnel and is able to differentiate media strategies based on business and campaign objectives such as awareness vs lower funnel conversions
- Good understanding of B2C publishers for India to help drive performance driven campaigns: audience signals, measurement of campaigns, data passback
- Good hands on experience on Google ads - SEM, YT campaigns, app based campaigns and as well as 3P DSP platforms
- Audience research and analytics on 1st party data sources and 3rd party data sources
- Apply a strong measurement mindset to assess campaign performance. Understand channel-level incrementality and leverage Advertising Data Hub (ADH) to gain insights into campaign effectiveness and make data-driven decisions
- Analyze campaign performance metrics and provide actionable insights
- Prepare regular reports and presentations for stakeholders, highlighting key results and recommendations for improvement
- Creative spec management
- Creation of tactical plan presentation and supporting media plan templates
- Creation of campaign analysis plan templates
- Oversee the successful launch of campaigns using the "Launch Tracker"
- Maintain accuracy and timely updates of deliverable tracking documents for team
- QA of media plan set up conducted by various Activation team members
- Adherence to team quality standard for reporting template and delivery
- Use understanding of campaign and marketplace to contribute ideas for campaign experiments and also prioritize experiments contributed by other team members
- Use understanding of campaign performance to contribute content to campaign wrap-up presentations
- Manage accurate forecasts, media plans, and all key media planning documentation
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