Head of Media Planning and Efficiency

<div class="content-intro"><p><strong>Who we are</strong></p> <p></p> <p class="isSelectedEnd">Since 1843, The Economist Group has championed independence, excellence and openness, helping people understand and tackle the critical challenges shaping the world. Today, we are building on that legacy as a global media and information-services company powered by digital innovation, analytical rigour and evidence-based insight.</p> <p class="isSelectedEnd">Across our three businesses -<em>The Economist, Economist Enterprise and Economist Education</em> - we deliver trusted analysis and insights to individuals and organisations in more than 170 countries. United by a shared purpose to drive progress, we empower decision-makers to make sense of change and chart a course through an increasingly complex world.</p> <p>As a colleague, you will be part of a culture that values ideas, encourages ownership and holds itself to high standards. We invest in people who are curious, thoughtful and adaptable, whether they are launching new products, reporting on global events or harnessing emerging technologies such as AI to improve how we work. Here, fresh thinking is taken seriously, ambition is matched by integrity, and great work is recognised. Working across disciplines, geographies and perspectives, we are united by a commitment to innovation, excellence and creating meaningful impact.</p> <p></p></div><p><span style="font-size: 10pt;"><strong>About the Role</strong></span></p> <p><span style="font-size: 10pt;">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.</span></p> <p><span style="font-size: 10pt;">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.</span></p> <h3><span style="font-size: 10pt;">Key Responsibilities</span></h3> <h4><span style="font-size: 10pt;">Media Strategy &amp; Planning</span></h4> <ul> <li style="font-size: 10pt;"><span style="font-size: 10pt;">Develop and execute a global media strategy that aligns with business goals, balancing brand-building and acquisition marketing</span></li> <li style="font-size: 10pt;"><span style="font-size: 10pt;">Own the media mix, ensuring an optimal allocation of spend across digital and traditional channels</span></li> <li style="font-size: 10pt;"><span style="font-size: 10pt;">Utilize media planning tools and industry benchmarks to inform investment decisions</span></li> <li style="font-size: 10pt;"><span style="font-size: 10pt;">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</span></li> </ul> <h4><span style="font-size: 10pt;">Measurement &amp; Effectiveness</span></h4> <ul> <li style="font-size: 10pt;"><span style="font-size: 10pt;">Lead media measurement efforts using media mix modeling (MMM) to plan, measure, and optimise the effectiveness of our marketing spend</span></li> <li style="font-size: 10pt;"><span style="font-size: 10pt;">Work with the data team to explore and implement incrementality testing and attribution models to ensure accurate performance tracking</span></li> <li style="font-size: 10pt;"><span style="font-size: 10pt;">Provide ongoing insights and recommendations to improve media efficiency and effectiveness</span></li> <li style="font-size: 10pt;"><span style="font-size: 10pt;">Establish a unified brand reporting framework that bridges the gap between semiannual MMM/brand trackers and real-time channel delivery&nbsp;</span></li> </ul> <h4><span style="font-size: 10pt;">Channel Mix &amp; Optimization</span></h4> <ul> <li style="font-size: 10pt;"><span style="font-size: 10pt;">Oversee the allocation of media budgets across paid, owned, and earned channels for both brand and performance channels</span></li> <li style="font-size: 10pt;"><span style="font-size: 10pt;">Identify new opportunities in emerging media platforms to increase profitable customer acquisition and brand visibility</span></li> <li style="font-size: 10pt;"><span style="font-size: 10pt;">Ensure cross-channel measurement to maximize efficiency and performance, removing duplication and inconsistencies in attribution</span></li> </ul> <h3><span style="font-size: 10pt;">Who You Are</span></h3> <ul> <li style="font-size: 10pt;"><span style="font-size: 10pt;">Proven experience in media planning, and effectiveness within a data-driven marketing environment</span></li> <li style="font-size: 10pt;"><span style="font-size: 10pt;">Expertise in media mix modeling (MMM), Nielsen or similar media planning tools, attribution modeling, and incrementality testing</span></li> <li style="font-size: 10pt;"><span style="font-size: 10pt;">Strong analytical mindset, with the ability to translate complex data into actionable strategies</span></li> <li style="font-size: 10pt;"><span style="font-size: 10pt;">Experience managing mid to large-scale brand and acquisition campaigns with a focus on effectiveness</span></li> <li style="font-size: 10pt;"><span style="font-size: 10pt;">Ability to work cross-functionally with marketing, research, finance, and data teams in a global organization</span></li> <li style="font-size: 10pt;"><span style="font-size: 10pt;">Strong stakeholder management and communication skills</span></li> </ul> <p><span style="color: rgb(236, 240, 241);">#LI-Hybrid</span></p><div class="content-conclusion"><hr> <p><strong>Working Arrangements</strong></p> <p>The majority of our roles operate on a hybrid working pattern, with 3+ days office attendance required.&nbsp;</p> <p><strong>AI usage for your application</strong></p> <p>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.</p> <hr> <p><strong>What we offer</strong></p> <p>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.</p> <p>We also offer a range of lifestyle benefits, including our <em>Work From Anywhere</em> 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.</p> <p>You will also be given free access to all <em>The Economist</em> content, including an online subscription, our range of apps, podcasts and more.</p></div>