Who 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 optimisation 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 modelling (MMM) and media planning tools to plan, optimise performance and maximise 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
* Utilise 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 modelling (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 semi‑annual 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 maximise 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 modelling (MMM), Nielsen or similar media planning tools, attribution modelling, 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
Working Arrangements
The majority of our roles operate on a hybrid working pattern, with 3+ days office attendance required.
What We Offer
* Highly competitive pension or 401(k) plan, private health insurance, and 24/7 access to counselling and wellbeing resources through our Employee Assistance Program
* 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
* Generous annual and parental leave, as well as dedicated days off for volunteering and even for moving home
* Free access to all The Economist content, including an online subscription, our range of apps, podcasts and more
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