Senior Strategy Manager
3 weeks ago
The role requires the candidate to play a critical role in diagnosing business and marketing challenges for an existing/new client and provide strategic solutions that can solve the problem defined. This position involves having a conceptual and applied understanding of investment planning, audience planning and media planning fundamentals and the ability to apply this knowledge towards growing a client’s business.
Key Responsibilities:
Audience planning:
- Defining Audience sizing and segmentation analysis using real time and sample-based data sources and tools such as GWI, TGI, IRS and BARC.
- Ability to differentiate between behavioral and attitudinal data.
- Knowledge of socio-economic classification defined by MRUC
- Strong knowledge and ability to apply Kantar World panel metrics such as FOC, POC and NOP
- Deep understanding of brand health tracks involving mind metrics, drivers/need states and creative diagnostics
- Market prioritization using BDI/CDI and other factors relevant to a client’s business
- Evaluate macroeconomic factors, regulatory changes, and other external influences impacting the business.
- Consumer funnel diagnostics using volumetrics
- Ability to differentiate between concepts of New trier, Retention and Lapsage
- Defining Smart, Achievable, Realistic and Timely KPIs
- Knowledge of a consumer journey and ability to prioritize stages
Media Planning :
- Clear understanding of media concepts such as GRP, Reach, Time Spent, Frequency
- Ability to define a consistent and integrated audience model for media planning teams to follow
- Ability to calculate Avg. Month Reach and WOA
- Conceptual understanding of Ad stock and Decay rates
- Ability to look at different data sources to arrive at channel recommendations
- Define role of media based on the business and marketing objective
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