London, United Kingdom

Global Senior Planner

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Media Planning, Implementation & Activation • Permanent (Full Time)

JOB DESCRIPTION

Operating Company

Mediacom WW

Job Title

Global Senior Planner

Department / Team

Royal Canin

Reporting To

Global Account Manager

Location

London

About MediaCom: People First, Better Results

People First, Better Results articulates our belief that an agency is only as good as the people behind the name. We believe that our people are truly what differentiate us as an agency. It is they who drive the success of the company, attracting clients who want to work with the smartest, most motivated people possible. Because we believe in the power of our employees to build our business, we aim to work in a way that recognises this; creating a culture and working environment that is exciting, stimulating and challenging.

MediaCom is one of the world’s largest and most successful media networks with 7,000 people working in 125 offices in 100 countries. To stay ahead of our competitors, MediaCom has always positioned itself as a visionary partner for our clients, challenging them by homing in on ground-breaking, commercial ideas based on in-depth insights and marketplace knowledge.

Our people and our culture are vital to our continued success. Like every company, we look to find the best people for the job. We believe we employ the best people in the industry. However, it doesn’t end with finding the best talent. We spend considerable time and funding ensuring that our people are motivated, have the best training and advancement opportunities and understand their clients’ businesses. We believe that by putting our People First, we deliver Better Results for our clients.

About Mars

Having been appointed in 2018 as their sole planning/buying agency, MARS are MediaCom’s biggest client Globally, with a total ad spend of just over $1Bn across 3 core segments: Confectionary, Pet, Food.

Our brief in 2018 was to help them drive transformation across marketing and media.

Marketing transformation for MARS means sustainable growth by ensuring every brand interaction creates shared value for the people, pets and partners they serve, ensure their brands​:

  • Thinking is founded in data-driven human insight​
  • Make content and media choices to be culturally famous and meaningfully personal​
  • Are purpose driven

Media transformation for MARS means growing media contribution to sales by:

  • Accelerating transformation to an intelligent reach model​
    • Reinventing Reach​
    • Connecting at meaningfully personal moments​
    • Proven growth through integrated brand experiences (brand through to D-Commerce)​
  • Establishing actionable 1PD framework​
  • Deploying agile content model​
  • Driving performance through the funnel
  • Continued pressure on reach-based media pricing to drive efficiency or re-deploy

This purpose of this role is to join a centralised worldwide team who run Royal Canin (MARS biggest brand globally) and Pet Nutrition Europe (comprising on brands like Pedigree/Whiskas, Sheba, Dreamies)

About Royal Canin & Mars Petcare Structure at MediaCom

Royal Canin and Mars Petcare are separate segments within MARS, however they both sit under the Pet Care division.

Currently, Royal Canin account team is made up of 6 people, servicing Global structure to build strategy and governance for the brand across 40+ markets but also Central structure to both plan & buy media across 18 Markets out of London HUB with Connected Execution teams.

Mars Pet Nutrition account team is made up of 8 people, servicing as Deployment team for Mars Petcare’s 4 key Blueprint markets – UK, Germany, France & Poland, for more than 8 pet care brands in the portfolio.

In 2021 we are merging the 2 teams together to create a Global Pet Care specialist function, containing Brand and Performance experts.

Once fully staffed the team will comprise of 16 people in total, reporting into one Global Engagement Director.

This role will be on Royal Canin Global, working on Global projects as well as Planning tasks for central markets.

Role Description Global Senior Planner

The Senior Planner on Royal Canin will work in a centralised account team that plan & buy across 18 Markets as well as having key responsibilities for Royal Canin Global transformation projects.

This is a key client facing position that requires strong relationships and communication skills.

As the Global Senior Planner, you will be work with the team managing and implementing digital transformation agenda, ensuring Royal Canin are getting the most value out of their digital business partnerships.

We are looking for a strong digital focussed candidate with experience across all aspects of the digital landscape.

We also expect the candidate to have coms planning experience and strategic thinking capability: the candidate should be motivated by creating smart and forward thinking connected digital communications plans to help solve problems.

Success will require the ability to toggle between seeing the bigger picture – for strategy and guidelines development – and the forensic detail of multiple market campaign management.

The Senior Planner will work with the team to ensure that global strategic guidelines are appropriately applied in local plans, while ensuring local nuances are reflected across plans.

The Senior Planner will have client contact and are responsible for managing a Planner & Exec, alongside overseeing Connected Executions teams who are based in London for Programmatic, Paid Search & Paid Social.

Key Tasks

Client Management

  • Supply and rationale of media plan
  • Deliver clear explanation of optimisation decisions and their outcomes
  • Support in delivery of post-campaign analysis

Media Planning

  • Review brief and strategic guidance from the client and with the AD and Manager translate it into an implementational media plan
  • Work with AD/Manager to research audience, media touchpoints and source of growth opportunities
  • Work with Planner/Exec to interrogate historic performance data (where available) to optimise the media plan
  • Access key 1st/3rd party data to maximise insight and targeting strategy
  • Work with local media specialists to create media plan which contains core KPIs linked to business objectives, with a “test and learn” strategy in place
  • Meet regularly with (offline and online) publishers and digital partners to understand available tactics, e.g. use of data, technology, creative and trading techniques to drive volume and efficiency
  • Understand and apply key tech stack solutions to delivery maximum ROI and sales uplift
  • Provide media specialists in market with their brief – budget, audience, phasing, targets and any other relevant information to support their detailed in-channel planning


Execution

  • Manage output from media specialists – planning; reporting; insight/analysis
  • Manage reconciliations of delivery across the plan from each media owner/media specialist

Reporting & Optimisation

  • Work with planners, and media specialists to interpret performance data and decide on optimisation opportunities
  • Generate key charts/slides which demonstrate performance, test learnings and next steps
  • Ensure strong commentary that gives insight and action (not just saying what the result/trend is)


Team Management

  • Work with and develop the Planner, making sure they understand the targets, media solutions and analysis techniques required to maximise effectiveness of our plans for their clients, and are providing strong media delivery and financial reconciliation
  • Manage the media specialists to ensure they are correctly briefed and supported in their scope of work


About Royal Canin

Founded in France in 1967 by a veterinarian, the Royal Canin Brand is a global leader in pet health nutrition. Unknown to many, Royal Canin belongs to Mars Inc. Mars is one of the biggest family-owned companies in the world, with more than $35 billion in annual sales. Their biggest business is pet care and Royal Canin is their biggest brand together with Pedigree. In an industry that continues to adapt to popular trends, RC has the mission to be known as the reference in health nutrition in pet care. It is a knowledge-based premium brand, that provides the most precise nutritional solution for cats’ and dogs’ health needs. The brand is a global brand that is present in 45+ markets, reaching premium cat and dog owners as well as partnering in B2B with vets and breeders.

At MediaCom, we are running both planning and buying assignments for Royal Canin following the pitch win in 2017. We are working closely with the global team based in South of France. The strategy and the global direction are set by together with the global team.

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