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Associate Director – Media Planning

3 months ago

Bengaluru, India Tata Consumer Products Full time

What are the Key Deliverables in this role:


Financial Outcomes

  • Financial Outcomes
  • Revenue Targets for all four business categories
  • Ensure Gold standard media planning and Buying across 40+ brands across all (4) Business Units of TCPL handling:
  • 60+ media plans monthly
  • >200 cr traditional media spends
  • Consumer Insights based validation of brand health parameters and evaluation of media investments. Identifying and leveraging opportunities / media properties for Impact.
  • Ability to conceptualize, formulate and execute high quality media campaigns to elevate brand image, accelerate demand generation and meet revenue targets
  • Deliver ongoing annual reduction and cost efficiencies on marketing related spends.
  • Financial Working
  • Understand and develop budgets and right media spend mix
  • Ensure that media spends are within the sanctioned budget
  • Actively support various cost control and waste minimization initiatives



Customer Service

  • Mind Measure targets for all four categories
  • Actively engage in vendor management processes ranging from vendor identification and selection to contract, compliance and performance management including scorecards and regular reviews
  • Agency management, review, timely delivery of KPI
  • Communication Planning
  • Execute media plans; awareness of difference between various channels & consumer preference
  • Understand the correlation between brand and media strategy
  • Be able to track media activity against sales
  • Basic understanding of branding and brand positioning concepts
  • Design Thinking
  • Uses qualitative market research tools to identify need gaps; can translate consumer trends into media strategy
  • Plan interventions to increase salience amongst target audience
  • Business Application
  • Thorough knowledge about TCPL product offerings and capabilities
  • Identify opportunity areas to grow business through media



Innovation and Learning

  • Drive innovation in media planning
  • Passionate about bringing innovation to key campaigns
  • Be updated on media industry changes and act with agility
  • Understanding of ROI from innovation


What are the Critical success factors for the Role ?

  • 11-13 years of experience in traditional media planning and buying
  • Minimum 6 years of experience of client management within a media agency
  • Education: MBA /Mass Communication
  • Build Strategic Partnership with Business Leadership Teams

a) Prioritize aspects of the strategic intent (tough choices) that are most important for the function and align stakeholders (Category, marketing innovation, Finance)

b) Partner with stakeholders to look at strategic directional trends to modify or discontinue existing practices (Judgement, problem solving and conflict resolution)

  • Agency management
  • Strategic thinking on media, beyond what agency recommends



What are the Desirable success factors for the Role ?

  • Having worked or handled FMCG Category
  • Knows to how run BARC, MAP etc.
  • Understands Brand Track studies, TOM,SPONT etc., Volumetrics, BDI/CDI
  • Understands media buying aspects like CPRP,ER and optimization of the same
  • Excellent Written and Oral Communication & soft skills, to manage multi-layer stakeholders