Journey Maker (Luxury Clients)

Comms/Strategic Planning London, England


Position at Wavemaker


Future Makers

GroupM recently merged two of its leading global networks, MEC and Maxus, to form a brand new media, content and technology agency – one of the largest in the world. WAVEMAKER exists to be Future Makers: to build brands that pioneer the future, inspire society and move customers to action. What started with a blank page and a fresh perspective has resulted in building an agency of future.

Bound together by our Purchase Journey approach, we help clients translate audience behaviours and insights into smart decisions today, for a prosperous tomorrow. Our organizational capabilities and specialisms, along with the talents of our 8,500 people are united through our focus on understanding, accelerating and optimizing purchase journeys. Our obsession with purchase journeys is apparent in the solutions we create for clients, in how we structure ourselves and in the job roles our people perform. So a job a WAVEMAKER may not sound like a job at any other agency, and that’s because it isn’t.

Our people are encouraged to become the best versions of themselves and share the values and behaviours of what we refer to as PACED - passionate, agile, collaborative, entrepreneurial, and diverse. With our combined global heritage coming together to create something new; our people are the brains, the data experts and the thinkers of the GroupM family.

WAVEMAKER is a leader in its field. We’re in front of transformation, making waves by making bold choices. It means the impact of our choices today creates momentum into the future.

Our vision is simple: To become the most distinctive and admired media, content and technology agency in the world.

The future is not only coming, it’s now.

Client Context

L’Oréal is one our largest and most prestigious accounts; they are the world’s largest cosmetics company with ambitious targets. They are extremely passionate about their business, they live and breathe L’Oréal and want their agency partners to mirror this passion.

Innovation sits at the heart of their business and is expected from their media agency.  Great executional ideas backed by clear consumer insight and rigorous measurement capabilities are sought after, and they want to be pushed to try new things.

They are a fast paced and varied client, with regular launches, retail period focuses and high profile work – anyone looking at this role should be able to learn quickly and be ready to immerse them self in the brands business needs.

Role context:

The Journey Maker sits within our Journey Delivery function, and helps ensure that every step taken throughout the Purchase Journey on behalf of the client by the Wavemaker team is maximized for effectiveness and efficiency. This will be the entry point into Journey Delivery and you will get to experience and learn a broad set of skills across both Journey Design and Journey Activation functions. You will learn to become the glue between these two functions.

The Journey Maker’s role can broadly be split into two key areas of responsibility:

Firstly, you will work with the Senior Journey Maker to ensure operational excellence across the L’Oréal Luxe brands. This means efficiently working with the Journey Design and Journey Activation teams to create and sustain excellent ways of working within the team. You will support the Senior Journey Maker to ensure that everyone internally involved in deploying the approved Journey Design, knows what needs to be done, by when, and to what budget, providing regular status reports and contact reports to clients, and managing budgeting and finance on behalf of the team.

Secondly, you will be the externally facing contact at a junior level, leaning in to both equivalent-level clients (e.g. brand managers) and their other partners (creative teams, tech partners etc.), maintaining efficient workings of the account to ensure all relevant details are reported, shared, and explained.

You will also be responsible for the development of the Journey Exec and Journey Apprentice in the team.

Core Responsibilities:

  1. Operational excellence:
  • Work closely with Journey Designers and Journey Activation to ensure the day to day is run efficiently and effectively
  • Be responsible for, and monitor, the process of deploying the Purchase Journey from the point at which the investment is signed off by the client, and it is briefed to Journey Activation by Journey Design for buying and optimization
  • Liaise with agency partners to ensure they are fully aware of activities and have all the detail needed to fulfill their role e.g. most up to date Journey plan details, creative specs etc
  • Collaborate openly and effectively with all other functions across the whole of the L’Oréal team to ensure that the Purchase Journey is deployed perfectly, by everyone involved
  • Ensure financial management processes are excellent at all times – maintaining a close eye on the L’Oreal financial systems and ensuring that everything is tracked correctly
  • Create and manage timing plans, project plans, status reports etc. where needed to ensure effective management of activities
  • Report on holistic campaign performance (detailed in-channel reporting is the responsibility of Journey Activation) to the client whilst campaigns are in market, ensuring campaigns are being delivered in line with the agreed Journey Design


  1. Client and Agency Partner liaison

This role is working across YSL, Luxury Designer Fragrances (Armani, Diesel, Viktor & Rolf etc) and Lancome and requires you to:

  • Build strong client relationships with the brand managers across L’Oréal Luxe
  • Be the first point of contact for activity in market, with accurate and detailed knowledge of the real time status of activity, liaising closely with Journey Activation
  • Know when to loop back in with Journey Design, where clients require a measurable change to the agreed Journey Design (e.g. budget change, significant amendment to timing/phasing, audience change etc.). L’Oreal is a demanding client and the Design/Delivery split will help to manage the timing of these demands, and allow a manageable split of workload. The Delivery team will be tasked with ensuring that everyone is clear on what needs to be done and when, and so is vital in holding this all together
  • Learn the different personalities and ways of working of your clients and adapt your style to these
  • Develop confidence in discussing and managing all potential comms touchpoints across the purchase journey, whether media, content, data or technology. The thing that L’Oréal value above all is a thought out opinion
  • Able to articulate to clients the key deliverables around their campaigns when they require it
  • Understand specific Journey KPIs and be able to articulate the status against them
  • Meet regularly with media owners, data suppliers, tech and analytics partners, creative agencies and other client/agency stakeholders etc. to build knowledge and understanding of how purchase journey solutions can be enhanced for clients

We are an equal opportunities employer. All GroupM agencies are equal opportunities employers and welcome applications from all suitably qualified persons regardless of their race, gender identity, disability, culture/religion/belief, sexual orientation or age.