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Media Planning Lead, North America

Aim

Oversees a team of local media managers and the creation of cross-channel media plans which integrate with the player journey at a global and country level. Oversight of agency briefing and engagement ensuring consistent strategic alignment and best practice execution. Provides updates on title media status with go-live status tracker and reports on efficacy.

Responsibilities

• Spearhead cross channel media planning for the North America: Partner with Media Agency and team of Local Media Managers to develop holistic plans for North America across titles.
• Oversight of Media Agency Relationship: Collaborate with the Media Agency from briefing to activation to ensure strategic alignment and best in class execution.
• Collaborate with Global Biddbale Teams: Partner closely with the Global Buying Teams on fluid media channel planning and activation across programmatic, search and social.
• Provide local media expertise for the North America: Drive understanding within the organization of local media nuances and consumption behavior to help inform go-to-market approach.
• Cultivate relationships with global and local media vendors: Participate in channel and platform partner relationships to deliver opportunities for future testing and innovation.
• Develop and lead a local team of media managers: Inspire an unassailable sense of shared purpose & equip, empower & enable solution-oriented creative progress. Develop team by growing their overall media and marketing knowledge and growth within EA.
• Provide robust media performance reporting: Aggregate media performance across channels to provide actionable insights.
• Responsible for Finance tracking of Brand Media Spend: Partner with FP&A to follow proper accounting and finance processes and maintain budget tracking documents.
• Develop team processes and workflow : Actively participate in evolution of processes and workflows that will benefit wider team.
• Ensure planning and activation timelines are followed: Manage Media Managers and Agency to ensure key dates are met within workback schedule.

Deliverables

• Develop Local Media Plans: Translate global media briefs into locally nuanced media plans by region/country, in partnership with Media Agency.
  • Lead brainstorms to bring objectives to life through media tactics.
  • Develop Media Mix based on objective, audience sizing and cost of media.
  • Develop Media Tactical Plan including line by line details across fixed and fluid media.
• Local Media Actionability: Lead creation of annual and/or quarterly reports showing local media consumption behavior and competitive tracking to inform go-to-market approach.
• Media Vendor Partnerships: Work with agency on partnerships with external media vendors to help support objectives of media campaign.
• Creative Asset Needs: Arm creative team(s) with best practices for creative by platform and asset needs by plan.
• Maintain Financial Records for Brand Media Spend: Keep up-to-date records of brand media spend across fixed and fluid media to serve the needs of the organization.
• Collaborate on Measurement Plans and Learning Agendas for Paid Media: Ensure all media is measured, tracked and setup to provide learnings for future plans.

Core Competencies

• Accountability: Prepare process for success, ensure these are adhered to, and take action to keep progress on track. Assume responsibility for actions and outcomes.
• Adaptability: Embrace change and help others adjust. Modify approach according to context. Actively seek to become comfortable in new environments or roles.
• Collaboration: Ensure collaboration across the agency buying teams, in-house planning and media agency to create platform efficiencies, POVs and cohesive multi-channel media strategies
• Communication: Craft, synthesize and tailor stories for different partners, teams and CFX groups. Integrate multi-channel considerations into a fluid media. Able to adapt their communication style to explain the rationale behind these programs to various levels across the organization and agency.
• Innovation: Create solutions to challenges and positively question current thinking. Leverage logic and rationale to influence. Recognize and build on the ideas of others.

Requirements

• 7+ years of experience in Media Planning
• Exceptional verbal and written communication skills.
• Flexible and dynamic with the ability to adapt to changing goals and objectives.
• Ability to galvanize and influence agencies, teams and stakeholders at all levels.
• Experience working on global campaigns and partnering with multiple territories and agencies.
• Has a deep understanding of media programs and data-led media activations utilized in brand-led campaigns
• Has the experience to lead a team and agency to deliver and activate extraordinary brand-led media plans across multiple channels using all the tools at their disposable to reach and excite EA’s strategic targets for multiple award-winning video game franchises.
• Has a solid and proven knowledge of all media (both digital and traditional) with an understanding of how brands grow and the creative ways used to bring brands to life in an omni-channel world and the role fluid channels play to achieve that.
• Has strong quantitative, analytical and problem-solving skills enabling
• Interest in first-party data targeting, attribution and media and campaign testing
• Additional relevant languages a plus