Head of Media Planning and Efficiency
The Economist GroupWho we are
We are an organisation that exists to drive progress. That's the “red thread” that connects everyone at The Economist Group (TEG). Our businesses share a devotion to innovation, independence and rigour in their fields of expertise. We empower people to understand and tackle the critical challenges and changes facing the world. Our analytical rigour, global expertise and evidence-based insights enable individuals and organisations to make sense of these shifts and chart a course through them.
We deliver analysis and insights in many formats to subscribers and businesses in 170 countries through our three businesses, The Economist, Economist Enterprise and Economist Education, which uphold our global reputation for excellence and integrity.
About the Role
We are seeking a strategic and data-driven Head of Media Planning and Effectiveness to lead our global media planning, measurement, and optimization efforts for our B2C subscription business. This newly created role will oversee the media planning and measurement, ensuring an effective channel mix across both acquisition and brand campaigns.
Reporting directly to the EVP of Marketing, this role will work cross-functionally with marketing leads, data, and finance teams, leveraging media mix modeling (MMM) and media planning tools to plan, optimize performance and maximize ROI.
Key Responsibilities
Media Strategy & Planning
- Develop and execute a global media strategy that aligns with business goals, balancing brand-building and acquisition marketing
- Own the media mix, ensuring an optimal allocation of spend across digital and traditional channels
- Utilize media planning tools and industry benchmarks to inform investment decisions
- Work with the data and research teams to mine audience-level insights that can inform media targeting, creative strategy and investment decisions for both brand and acquisition efforts
Measurement & Effectiveness
- Lead media measurement efforts using media mix modeling (MMM) to plan, measure, and optimise the effectiveness of our marketing spend
- Work with the data team to explore and implement incrementality testing and attribution models to ensure accurate performance tracking
- Provide ongoing insights and recommendations to improve media efficiency and effectiveness
- Establish a unified brand reporting framework that bridges the gap between semiannual MMM/brand trackers and real-time channel delivery
Channel Mix & Optimization
- Oversee the allocation of media budgets across paid, owned, and earned channels for both brand and performance channels
- Identify new opportunities in emerging media platforms to increase profitable customer acquisition and brand visibility
- Ensure cross-channel measurement to maximize efficiency and performance, removing duplication and inconsistencies in attribution
Who You Are
- Proven experience in media planning, and effectiveness within a data-driven marketing environment
- Expertise in media mix modeling (MMM), Nielsen or similar media planning tools, attribution modeling, and incrementality testing
- Strong analytical mindset, with the ability to translate complex data into actionable strategies
- Experience managing mid to large-scale brand and acquisition campaigns with a focus on effectiveness
- Ability to work cross-functionally with marketing, research, finance, and data teams in a global organization
- Strong stakeholder management and communication skills
#LI-Hybrid
Working Arrangements
The majority of our roles operate on a hybrid working pattern, with 3+ days office attendance required.
AI usage for your application
We are an innovative organisation that encourages the use of technology. We recognise that candidates may utilise AI tools to support with their job application process. However, it is essential that all information you provide truthfully and accurately reflects your own experience, skills, and qualifications.
What we offer
Our benefits package is designed to support your wellbeing, growth, and work-life balance. It includes a highly competitive pension or 401(k) plan, private health insurance, and 24/7 access to counselling and wellbeing resources through our Employee Assistance Program.
We also offer a range of lifestyle benefits, including our Work From Anywhere program, which allows you to work from any location where you have the legal right to do so for up to 25 days per year. In addition, we provide generous annual and parental leave, as well as dedicated days off for volunteering and even for moving home.
You will also be given free access to all The Economist content, including an online subscription, our range of apps, podcasts and more.