Manager, Integrated Communications Planning

Key Responsibilities

• Plan Development & Integration
• Leads brief intake with brand teams and develops the integrated communications plan across channels
• Buys the case for budget allocation and channel mix
• Ensures paid, earned, shared, and owned components are designed as a connected system
• Catches inconsistencies & gaps before plans are finalized
• Audience & Channel Strategy
• Partners with the Audience Manager to bring audience strategy into channel planning
• Ensures targeting both current and future consumers with the right message at the right time
• Bridges internal point of view on channel mix to agency conversations
• Agency Partnership & Accountability
• Primary day-to-day planning partner for agency counterparts
• Challenges recommendations constructively and holds agencies to brief and outcomes
• Provides the internal sparring layer the new growth-tied agency model requires
• Measurement & Test-and-Learn
• Builds learning into every plan
• Defines hypotheses up front and ensures measurement design can answer them
• PARTNERS WITH REPORTING AND ANALYTICS TO IDENTIFY IN-FLIGHT SHIFTS; DRIVES REALLOCATION DECISIONS
• Budget Stewardship
• Manages assigned brand budgets
• Tracks pacing, flags risks, reconciles against plan
• Cross-Functional Partnership
• Trusted strategic partner to assigned brand teams
• Presents in brand planning cycles, not just media planning cycles
• Works with Content Operations & Production, Social & Communities, and Recruitment & Sampling on the connective tissue each plan depends on

Requirements

• Bachelor’s degree required. Masters preferred.
• 4+ years in integrated planning, media planning, or communications planning; mix of agency and brand-side experience valuable
• CPG experience preferred — multi-brand portfolio environments most relevant
• Demonstrated experience leading integrated plans across paid, earned, shared & owned channels
• Experience partnering with analytics on measurement design, MMM interpretation, and test-and-learn agendas
• Working knowledge of the planning and audience technology landscape: campaign management, audience activation, and measurement platforms
• Experience managing budgets and holding agency partners accountable to outcomes
• Experience working in matrixed environments with brand, creative, analytics, and agency partners