Global Brand Experience Planner (Comms Planning)

Media Planning, Implementation & Activation New York, New York Miami, Florida Atlanta, Georgia Ann Arbor, Michigan Chicago, Illinois New York, New York Dallas, Texas


Position at Wavemaker

Role:  Brand Experience Planning Director

Reports to:  Global Media Lead (Colgate-Palmolive) and Managing Director (Hill’s).  Matrix into Wavemaker subject-matter experts

Located:  US

Role context:

The Brand Experience Planning Director is an expert in finding connections and joining the dots through the unearthing of data and insights that fuse to steer strategic development.  The candidate will lead conversations with senior clients on strategic thinking, growth, audience strategy and platform innovation to help Colgate-Palmolive make sense of the ever-shifting media landscape and create strategies that help brands thrive and grow. 

There are 2 components to this role:

  1. Global strategic leadership (Colgate-Palmolive): working with local markets across the globe to roll out initiatives that will accelerate best practice in strategic thinking.
  2. America strategic comms planning (Hill’s): developing and delivering 4-5 IMC Comms Plans per year that will power all the Paid/Owned/Earned touchpoint planning and guide the respective activation teams. Orchestrate the individual IMCs to ensure a more holistic view of the activity across the year(s) and how each of the campaigns work together.


This role is unique and exciting from several perspectives:

  • It is embedded in a completely integrated environment- giving the candidate the opportunity to work in true partnership and directly alongside brand strategists, creative and media teams.  The integrated Red Fuse working model means greater exposure across all brand and strategic areas.
  • True client partnership and engagement with access to their breadth of marketing, insights/data, strategy resource inside Colgate-Palmolive/Hill’s. This role has deep relationships with senior client stakeholders and works truly collaboratively with clients. With the ambitious goals that Colgate-Palmolive has set, there is an enormous opportunity for the candidate to show leadership.
  • It is truly global with over 90 countries that the candidate would be working with and supporting


Core responsibilities for Component #1 (see above)

For clients:

  • Understands the consumer purchase journey and can develop robust strategies that achieve desired outcomes.
  • Put audience led thinking at the heart of our recommendations to clients, drawing on novel and disparate data sources 
  • Use, interpret and synthesize data from multiple sources to find the insight and articulate the story.
  • Proven ability to dig in to consumer insight to understand the "why" behind the "what" of people's behaviour and decision making.
  • Be fully fluent in the latest platform innovation and ensure our communication recommendations to clients leverage platform best practice
  • Present work and solutions with empathy, authority, and conviction



For the agency:

  • Help foster an ‘award winning’ culture by showcasing great award-winning work and helping the agency focus on creating and submitting excellent work for awards
  • Drive a learning agenda across the global media team network, driving adoption and usage of Wavemaker’s Provocative Planning way of working, championing Wavemaker’s cutting-edge tools and systems

-A minimum of 8 years work experience is required

Core responsibilities for Component #2 (see above)

For clients:

  • Understands the consumer purchase journey and can develop robust Communication Plans that achieve desired outcomes.
  • Create effective IMC strategies that include elements such as: budget setting, defining audiences, setting comms tasks, touchpoint prioritization, activation ideas, measurement frameworks
  • Create strategic recommendations which drive innovative and effective use of communications (and measurable business outcomes).
  • Translate briefs and data into tasks for communications around the consumer purchase journey.
  • Able to work with our audience science team to create comprehensible and actionable audiences
  • Knowledgeable across all media channels, from posters to sponsored stories. Clearly articulate their role and how they contribute to our clients’ growth.
  • Provide actionable activation recommendations to clients, harnessing platform best practice to make format and orchestration recommendations



For the agency:

  • Help foster an ‘award winning’ culture by showcasing great award-winning work and helping the agency focus on creating and submitting excellent work for awards
  • Participate in onboarding new Red Fuse and Hill’s employees to ground them in our overarching Comms Planning approach for Hill’s campaigns/portfolio


The candidate will be: 

  • Able to make a positive contribution to conversations with the integrated agency teams that support CP (brand strategy, creative, shopper, data, CRM, etc)
  • A strong presenter; can articulate complicated concepts through compelling story telling.
  • Able to deliver training and roll out of initiatives to audiences within the business.
  • Willing to learn, teach, lead and support the global network of Wavemaker team
  • Experienced in identifying and creating thought leadership; writing articles and presenting at forums.
  • Able to build effective relationships and contribute in a multitude of teams.
  • Experienced in working with global clients; bring an international mindset to everything, always thinking about the global impact and relevancy
  • A media expert, with significant experience in a media agency
  • Fluent in English; additional languages are beneficial
  • Inherently curious. Read lots, share lots. Challenge perspectives. Contribute to debate.
  • Able to bring fun and energy to the role; contribute to a culture that supports and celebrates everyone

Measures of success (to be quantified with the successful candidate)

In the first 30 days, the candidate will have successfully:

  • Reviewed and become familiarized with all Wavemaker and Redfuse related strategies, tools, tech and processes around Media (offline and online)


Within 3-6 months

  • Worked side-by-side with the Brand Strategy, Creative and Media leads to identify gaps and areas of opportunity for media optimization, integrated measurement and reporting.
  • Made a positive contribution to the Hill’s annual brand planning and/or IMC strategies (depending on timing of briefs from clients)
  • Build a positive and productive working relationship with local Wavemaker offices – building a collaborative way of working that is mutually beneficial.
  • Have delivered a POV on a particular subject / topic to relevant Colgate clients


Within 9-12 months

  • Show tangible results of improved media effectiveness (specific KPIs to be agreed)
  • Become a trusted go-to source for strategic media related topics for Clients and WPP Director agencies