Senior Growth Media Strategist at Publicis Groupe

Role purpose

• Owns the strategic media answer. Defines where growth will come from, what audience or behaviour must change, what JTBD media must solve, and what strategic principles should guide the media response.

Scope of role

• Strategic interpretation of client briefs
• Category and competitive analysis
• Growth source definition
• JTBD refinement
• Strategic audience hypothesis
• Strategic media principles
• Strategic KPI logic
• PCA interpretation from a growth perspective

Responsibilities

Core accountabilities

• Interpret the client brief into a clear media growth challenge.
• Understand category dynamics, competition, brand position and consumer behaviour.
• Define the source of growth: recruit, switch, retain, increase frequency, trade-up or cross-sell.
• Define the strategic audience hypothesis.
• Define the role media must play in solving the business problem.
• Provide the Journey Planner with clear strategic direction.
• Define strategic KPI logic before planning begins.
• Participate in PCA and identify strategic implications for future campaigns.

Decision rights

• Growth source logic.
• Strategic JTBD interpretation.
• Strategic audience prioritisation.
• Media strategy principles.
• Strategic KPI rationale.
• Strategic implications from PCA.

What this role is not

• Building detailed TV, OOH, search, social or programmatic schedules.
• Negotiating with media owners.
• Loading plans into systems.
• Chasing creative assets.
• Reconciling invoices.
• Trafficking campaigns.
• Producing routine weekly reports.

Qualifications

• 6–9 years leading strategy for major campaigns or clients.
• Bachelor’s Degree or Diploma in Marketing, Advertising, Communications, Media Studies, Business, Economics, Statistics, or a related field.
• Google Ads Certifications (Search, Display, Video, Measurement, Analytics).
• Google Analytics (GA4) Certification.
• Meta Blueprint Certification.
• DV360, CM360, Amazon Ads, or other programmatic platform certifications advantageous.
• Relevant postgraduate qualification (Honours, MBA, Master's Degree, or equivalent) would be advantageous.
• Experience using audience and research tools such as BrandMapp, GWI, Telmar, YouGov, Nielsen, or equivalent.