We are looking for a world-class, strategically minded, results focused individual who sets the agenda at all levels and brings a track record of success across brand activations, offline, online and partnerships. As the Director Media Planning, Strategy & Portfolio Planning you will oversee the media strategy and planning for all brands with an omni-channel focus owning a substantial budget to orchestrate repeatable and scalable results across all ATL channels (digital & linear TV, Video, OOH, Print, Radio, Podcasts) and work closely with the online marketing teams to optimize our integrated marketing mix further. Reporting to our CMO you will spearhead both strategy and execution to optimize a large marketing budget against defined ROI/ROAS and Brand goals.
Our ideal candidate will have a strong track record in planning ATL portfolios, media planning and buying. They will have a track record in building and managing high performing teams and accelerate in a matrix environment managing teams and internal stakeholder relationships being based in different locations across North America. The ideal candidate has in-depth understanding of the measurement of ATL on key brand metrics (e.g. TOMA, consideration, purchase intent and selected image dimensions) and ROI/ROAS. They are experienced in working with Analytics and Data Science Teams to improve our ROI/ROAS measurement in the ATL space (MMM, set top box measurement, etc). This is a high performance/high impact senior leadership role.
You will…
- Be a thought leader and expert in Media Planning and Media Buying
- Build our future ATL Media Strategy across our portfolio of brands for North America
- Write portfolio plans on how our media and campaign strategy can be executed best across ATL channels to achieve the maximum impact on brand metrics and ROI/ROAS
- Build, lead, and develop a team of highly-capable media buyers and planners, while contributing to our authentic, inclusive, and performance-driven culture
- Utilize data-driven methodology, analysis, and measurement to improve effectiveness and efficiency of our performance channels
- Bring our measurement capability of ATL advertising to the next level by adopting the media strategy to improve measurement in partnership with our Analytics and Data Science teams
- Lead and guide translation of brand goals to the brand strategy and activation teams, and media partners
- Own campaign management and reporting, including in-depth analytics of LTV, CPA, ROI, and incrementality
You are…
- Innovative & Solutions oriented - developing new ways of approaching complex problems, and proactively seeking input from peers and leaders in problem solving
- Able to cultivate high-performing teams and exhibit a willingness to immerse oneself in intricate details without hesitation
- Able to collaborate across multiple teams, working in fast-paced and matrixed organization
- Proactive and find enjoyment in generating fresh ideas, while also possessing the capability to articulate the rationale behind them
- Eager to test, learn and innovate in the ATL space
You have…
- A Bachelor’s degree with a strong academic record and/or proven relevant experience in a performance marketing or highly commercial role
- Strong analytical skills - able to use data to optimize day-to-day performance and run split testing campaigns
- Strong written and verbal communication skills
- The ability to write concise, clear and data driven strategies in a narrative format (no slides)
- 15+ years of experience directly managing marketing campaigns at $100M+ annual budget level
- Experience on the media agency side plus at least 2 years of experience on the client side in an ecommerce environment
- A strong understanding of advertising, targeting and marketing technology in the ATL space
- A deep understanding of testing approaches (e.g. geo/match market tests in the TV space)
- Experience with analytical models such as an MMM and understand the limitations of them, possessing the ability to help our data science team improve these models further in the ATL space
You’ll get…
- Competitive salary, 401k with company match that vests immediately upon participation, and company equity plan based on role
- Generous PTO, including sabbatical, and parental leave of up to 16 weeks
- Comprehensive health and wellness benefits with options at $0 monthly, effective first day of employment
- Tuition reimbursement for continuing education
- Up to 75% discount on subscriptions to HelloFresh meal plans (HelloFresh, Green Chef, Everyplate, and Factor_)
- Access to 7 different Employee Resource Groups (ERGs) including those for BIPOC, women, veterans, parents, and LGBTQ+
- Inclusive, collaborative, and dynamic work environment within a fast-paced, mission-driven company that is disrupting the traditional food supply chain
Position is eligible to participate, contingent on Supervisory Board Approval, in HelloFresh's equity program.
This job description is intended to provide a general overview of the responsibilities. However, the Company reserves the right to adjust, modify, or reassign work tasks and responsibilities as needed to meet changing business needs, operational requirements, or other factors.