Global Senior Planner

Comms & Strategic Planning London, England


Description

Position at MediaCom

 

JOB DESCRIPTION

 

Operating Company

Mediacom WW

Job Title

Global Senior Planner

Department / Team

Mars Pet Nutrition Europe

Reporting To

Global Account Manager

Location

London

Issued

Apr, 2021

 

 

 

About MediaCom: People First, Better Results

 

People First, Better Results articulates our belief that an agency is only as good as the people behind the name. We believe that our people are truly what differentiate us as an agency. It is they who drive the success of the company, attracting clients who want to work with the smartest, most motivated people possible. Because we believe in the power of our employees to build our business, we aim to work in a way that recognises this; creating a culture and working environment that is exciting, stimulating and challenging.

 

MediaCom is one of the world’s largest and most successful media networks with 7,000 people working in 125 offices in 100 countries. To stay ahead of our competitors, MediaCom has always positioned itself as a visionary partner for our clients, challenging them by homing in on ground-breaking, commercial ideas based on in-depth insights and marketplace knowledge.

 

Our people and our culture are vital to our continued success. Like every company, we look to find the best people for the job. We believe we employ the best people in the industry. However, it doesn’t end with finding the best talent. We spend considerable time and funding ensuring that our people are motivated, have the best training and advancement opportunities and understand their clients’ businesses. We believe that by putting our People First, we deliver Better Results for our clients.

  

About Mars

 

Having been appointed in 2018 as their sole planning/buying agency, MARS are MediaCom’s biggest client Globally, with a total ad spend of just over $1Bn across 3 core segments: Confectionary, Pet, Food.

Our brief in 2018 was to help them drive transformation across marketing and media.

 

Marketing transformation for MARS means sustainable growth by ensuring every brand interaction creates shared value for the people, pets and partners they serve, ensure their brands:

  • Thinking is founded in data-driven human insight​
  • Make content and media choices to be culturally famous and meaningfully personal​
  • Are purpose driven

Media transformation for MARS means growing media contribution to sales by:

  • Accelerating transformation to an intelligent reach model​
    • Reinventing Reach​
    • Connecting at meaningfully personal moments​
    • Proven growth through integrated brand experiences (brand through to D-Commerce)​
  • Establishing actionable 1PD framework​
  • Deploying agile content model​
  • Driving performance through the funnel
  • Continued pressure on reach-based media pricing to drive efficiency or re-deploy

This purpose of this role is to join a centralised worldwide team who run Royal Canin (MARS biggest brand globally) and Pet Nutrition Europe (comprising on brands like Pedigree/Whiskas, Sheba, Dreamies)

 

 

Role Description Global Senior Planner

 

This role is to work on Mars Nutrition Europe on a Central Deployment Team (CDT) for 8+ Mars Petcare brands across 4 markets (UK/FR/DE/PL).

 

CDT team’s main role is to work with MediaCom European Brand Leads who define the strategy for the brands, craft this into an appropriate media plan for each of our markets and deliver that brief to the local investment teams for deployment, supporting them in seeing that through to successful execution.

 

This is a key client facing position that requires strong relationships and communication skills as well as excellent organizational approach to infrastructure and managing a team with direct reports and also cross functional teams that work together in harmony.

 

We are looking for a communications planner who has experience across all media channels, particularly TV/Online Video which is a key growth driver for the Mars business along with strong digital focus.

 

As the Senior Planner, you will be working with the team managing and implementing digital transformation agenda, ensuring MARS are getting the most value out of their digital business partnerships.

 

We also expect the candidate to have coms planning experience and strategic thinking capability: the candidate should be motivated by creating smart and forward thinking connected digital communications plans to help solve problems.

 

Success will require the ability to toggle between seeing the bigger picture – for strategy and guidelines development – and the forensic detail of multiple market campaign management.

 

The Senior Planner will work with the team to ensure that global strategic guidelines are appropriately applied in local plans, while ensuring local nuances are reflected across plans.

 

The Senior Planner will have direct client contact and is responsible for working coordination with other Sr. Planners & team Exec. The Senior Planners report into the Global Manager and work closely with SPOC on the planning processes from brief to execution to reporting with local buying teams for the clients in each market.

 

  

Key Tasks

Client Management

 

  • Participate in calls and meetings with clients to understand their business, and discuss performance and future strategies
  • Support the creation of rationale for a media plan, any optimisation decisions and their outcomes
  • Support in delivery of post-campaign analysis and insights
  • Deliver reconciliation information regarding media delivery

 

Media Planning

 

  • Review brief and strategic guidance from the client and with the AD and Manager translate it into an implementational media plan
  • Work with AD/Manager to research audience, media touchpoints and source of growth opportunities
  • Interrogate historic performance data (where available) to determine or optimise the existing opportunity and key variables which might improve the effectiveness of our media plan.
  • Create media plans via planning templates and manage booking sign off
  • Ensure media plans contain direct links to KPIs detailed in the media strategy, with a “test and learn” strategy in place
  • Monitor performance of live campaigns to identify key wins/challenges
  • Carry out research on competitive analysis, audience profiling and market trends and key audience touchpoints
  • Access key 1st/3rd party data to maximise insight and targeting strategy
  • Work with local media specialists to create media plan which contains core KPIs linked to business objectives, with a “test and learn” strategy in place
  • Meet regularly with (offline and online) publishers and digital partners to discuss the brief and generate relevant and innovative ideas, understand available tactics, e.g. use of data, technology, creative and trading techniques to drive volume and efficiency
  • Understand and apply key tech stack solutions to delivery maximum ROI and sales uplift
  • Provide media specialists in market with their brief – budget, audience, phasing, targets and any other relevant information to support their detailed in-channel planning
  • Manage output from media specialists – planning; reporting; insight/analysis
  • Manage reconciliations of delivery across the plan from each media owner/media specialist

Execution

 

  • Manage operational execution in appropriate systems e.g. ad server, brand safety
  • Support in aggregation of output from media specialists – planning; reporting; insight/analysis
  • Supply reconciliations of delivery across the plan from each media owner/media specialist which the Planners directly booked
     

Reporting & Optimisation

 

  • Work with the buying teams, and Media Executive to interpret performance data and decide on optimisation opportunities
  • Generate key charts/slides which demonstrate performance, test learnings and next steps
  • Ensure strong commentary that gives insight and action (not just saying what the result/trend is)
  • Deliver regular reconciliation reports where appropriate
     

Team Management

 

  • Work with and develop the Exec, making sure they understand the targets, media solutions and analysis techniques required to maximise effectiveness of our plans, and we are providing strong media delivery and financial reconciliation
  • Manage the media specialists to ensure they are correctly briefed and supported in their scope of work
  • Work with Finance team to reconcile and deliver efficient PO to invoicing process

 

About Mars Pet Nutrition

 

Mars is a multinational company with 3 major business segments: Mars Wrigley Confectionery, Petcare and Food.

 

Mars Pet Nutrition boasts some of the world’s best-known Pet food brands – including Pedigree, Whiskas, Sheba, Cesar and Dreamies. Mars Petcare is a significant segment in the overall Mars business, generating substantial revenue for the company. With a portfolio of pet food brands, they aim to serve against any pet owner’s need for their pets and their mission is to make a better world for pets.

 

Mediacom has worked with Mars for many years in many key markets and we have a very strong relationship with them – we work very closely not just with the Mars marketing team but across their business. One of Mars’ key pillars is mutuality which is reflected in the way they work with Mediacom as the agency partner.

 

We are very proud of the work we have done with Mars in driving growth for their brands and this has been recognised with a host of awards - including Media Week, Campaign, and Cannes.  We believe these awards are a testament to how closely we work with Mars and our integrated approach, both within Mediacom and working in partnership with other agencies.

 

In December 2014, MediaCom secured the Mars planning business across all segments and in all markets. We followed this by consolidating both planning and buying as of January 2019.

 

The account win represents a step-change in their approach to media planning & execution which Mediacom is driving the agenda for.