Journey Design Lead - Performance

Performance 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.


 Job Title:                      Journey Design Lead Paternity Cover – Performance background

Reporting to:               Managing Partner 

Key reports:                 Senior Journey Designer

Role context:

We have an opportunity for someone to join the L’Oréal Journey Design team for a paternity cover role.  Due to the development of the L’Oréal business and the focus on driving data acquisition, data activation and eCommerce, we are looking to add expertise to our team in the form of a performance planning expert.  You will be responsible for ensuring that we design and deliver industry leading solutions using media, tech and content to solve client problems across the purchase journey that will deliver clients targets and KPIs through measurable outcomes.  The Journey Design lead is responsible for ensuring that every step taken throughout the Purchase Journey on behalf of the client by the Wavemaker team is maximized for effectiveness and efficiency.  You will be expert users of all WAVEMAKER tools which will allow them to create data-driven solutions to client briefs with quantifiable and measurable recommendations on their investment decisions.  This is an exciting opportunity to join a client team at a time of digital transformation and help ensure best in class planning through a performance lense.

You will be responsible for leading the Journey Design CPD planning team tasked with driving excellence in Purchase Journey Design across every stage and touchpoint with a focus on active stage planning.  You will be responsible for ensuring the proposals that are built have clear customer insights at the heart, promote new thinking to solve business problems, deliver to performance KPIs (in this instance, CRM, CPL and CPA based activity), and have clear test and learn plans measurement frameworks in place.  These should reflect the changing landscape and aren’t ‘media by default’, are industry leading and award winning. You will work in partnership with Journey Activation and Journey Delivery to ensure insights, historical performance and strategy get translated into approved plans. You will be responsible for ensuring all proposals consider the entire Purchase Journey, are data-driven and performance learnings are ingrained in the response (using the full breadth of Wavemaker tools and capabilities) and include provocations and constant new thinking.

You (with your team) will work within the Rapid Growth Planning stages of Diagnose and Decide to regularly audit your clients specific purchase journey.  You (and your team) will brief Activation, WM Content and other specialist parties in an inspiring and motivating way. You will liaise closely with all other stakeholders in the Diagnose and Decide stages, and be an expert collaborator, working in partnership with media owner partners, internal WM teams (inc. WM Content, TAPP, Activation) and third party measurement partners to ensure effective business outcomes are planned from the start.

This is a unique role within the L’Oréal team as the team is predominantly composed of more traditional brand planners and as such we are looking for this person to help drive forward the digital transformation of L’Oréal into a world where we can bring the brands closer to the consumer and deliver fully against the Purchase Journey.

Core Responsibilities:

Delivering excellence in Performance Journey Design

  • Overall responsibility for the purchase journey design and the quality of its activation and execution taking ownership of the whole journey, with a focus on the active stage and ensure performance is linked with Media, Content and Tech
  • Overall responsibility for deciding on investment levels and roles of each channel and setting achievable and measurable KPIs based on historical performance
  • Instill a data fueled culture, with high level of proficiency and use of Wavemaker tools, especially [m]Insights across the team
  • Ensure Rapid Growth Planning (WM’s planning approach) is delivered across all client work. Using internal WM tools (inc. [m]Insight and WM Benchmarks/ Momentum/WM IQ) and external tools to build a deep understanding of the consumer, the client business and its specific Purchase Journey opportunities.
  • Working with the team to regularly audit (DIAGNOSE) the purchase journey to identify strengths and weaknesses (includes research, tool use, budget setting – ensuring data fuels every stage)
  • Define the tasks for media, tech and content investment, develop channel roles and investment priorities based around tasks
  • Responsible for always challenging and provoking the client, bringing new thinking, approaches and creativity powered by insights and data
  • Inspire clients to see value of journey design thinking – ensuring permeation throughout all levels of client 

Managing Delivery of client’s objectives and KPIs

  • Man-mark senior clients and adeptly learn their business, objectives and ways of working
  • Be confident in discussing and managing all potential communications touchpoints across the purchase journey, whether media, content, data or technology
  • Ensure 30.60.90 test and learn plans are created and managed for all clients and you and your team are accountable for all actions being implemented in a timely manner
  • Create and articulate a clear measurement framework with key deliverables for every campaign and agree with the client and TAPP teams in advance of campaign start date.
  • Work with WaveMaker IQ and TAPP teams to ensure your clients have a full understanding of attribution, modelling, research, analytics and tech capabilities and how they can benefit their business.
  • Responsible for monitoring and reporting on activity to the client whilst campaigns are in market, ensuring campaigns are being delivered to the agreed strategy, in line with performance KPIs
  • Responsible for working with the Journey Activation team to keep abreast of how the journey is evolving, including delivery on performance KPIs, consumer, competitor, and category insights. Leading macro and micro course correction if required.
  • Collaborating with all other stakeholders to ensure their contributions are all to plan and budget
  • Work with Journey Activation to identify proactive, emerging opportunities with the potential to step change growth

Operational Excellence:

  • Ensure entire Journey Design team demonstrates operational excellence across all planning but particularly performance planning and activation  
  • Workflow management throughout the team and across the client account
  • Conduct agency specialisms to collaboratively deliver best in class media, tech and content solutions
  • The point person for integrated agency teams and the doorway into the team for other specialist teams within the agency
  • Seek commercial enhancement, by facilitating excellent working practices across the team to minimize cost and inefficiency, and maximize revenue and margin
  • Proactively manage workloads and team resource plans in line with client’s contractual hours
  • Ensure ongoing training, career development and pastoral needs are met and managed for all planning and activation team members-
  • Work to ensure that the levels of client service expected by our clients are met and exceeded, as measured through consistently strong TRR scores.

Other Responsibilities:

  • Proactive development of new initiatives and workstreams to go above and beyond client expectations.
  • Responsible for keeping Managing Partner up to date with client issues, opportunities, and team developments.

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.