Audience Activator Planner

About EssenceMediacom  

We are a global communications agency leading with breakthrough thinking, building explosive growth for brands, and helping our clients see the bigger picture. Our daring global network of 10,000 influencers helps our clients breach traditional boundaries in media, uncover novel ideas, and unleash exponential growth. EssenceMediacom challenges conventional thinking to build, propel, and supercharge our clients’ businesses at scale and lead our industry in critical areas such as diversity, equity, inclusion, and sustainability.    

EssenceMediacom understands that our people are tasked with big goals: building breakthrough growth for brands and leading with breakthrough thinking in our industry. Our people are at the heart of this work because their ideas will enable us to decode the intersections of people, content, and technology to bring our aspirations to life. Our success is down to our eclectic, diverse, and talented people. EssenceMediacom is a place for us to grow our careers and expand our horizons. EssenceMediacom is committed to building an agency culture that supports our people, puts diversity at the forefront of our operations, and creates opportunity for all. This collective culture will be our “new power” where ideas are freely exchanged, and collaboration is actively encouraged in a place where you can innovate in our hyperconnected world.    

*Although we cannot make guarantees, we welcome conversations about flexible working for all roles at EssenceMediacom London 

Overview  

We are seeking a highly motivated and organized Audience Activator Planner to join our Coca-Cola team at EssenceMediacom.  

About the role/Team  

This Audience Activator Planner role sits within the OpenX Europe Operating Unit (OU) team.  OpenX is the WPP collective working as a one-stop-shop for all The Coca-Cola Company’s (TCCC’s) Marketing needs.  This role sits within the Media discipline and will be responsible for focusing on the creation of audience profiles, from dynamic and static data, to support audience architectures that can be deployed to activation teams.  

Objectives of the Role  

The primary role of the Audience Activator Planner is to support the build of cohesive 360 views of consumer profiles, seeking and applying the right combination of 1st, 2nd, and 3rd party data + online and offline data sources in service to the goal of increasing Weekly consumption of TCCC products.  The role is expected to leverage the latest technology to develop audience-targeting strategies to drive omnichannel relevance.  

They will be expected to analyse audience and performance data to better understand audience segments, and drinking occasions and subsequently, provide audience optimization recommendations.  

• Utilize DMP, Site Analytics, DCO, DSP, and MTA technologies to drive audience-based planning, buying, targeting, measurement, and optimization. 
• Develop strategic audience segmentation to drive omnichannel personalization. 
• Build audience targeting strategies based on campaign goals, run audience insight analysis, collaborate with data partners to create custom audiences, and establish connections with media partners to configure, test, and validate destinations across all channels. 
• Create an audience matrix where creative and messaging is aligned to the different audience tribes identified.
• Coordinate with creative and production teams to ensure that the creative and messaging fit the different audience tribes.

• Supervise the end-to-end process of audience planning, activation, and measurement for clients and/or campaigns. 
• Analyse performance by audience segment & provide audience optimization recommendations. 
• Develop deep expertise in the data ecosystem including 3rd party data providers, publisher and supply direct relationships, and WPP companies.  
• Drive adoption and success of EU data and technology platform partnerships as well as ensure that the global team understands EU market needs and priorities. 
• Lean into data strategy conversations and work with clients, partners, and other stakeholders to forge new and interesting data connections and trials. 

• Assist in closing the measurement loop to prove incrementality, working with specialist teams as needed. 

The Audience Activator Planner will work closely with the Regional Planning Lead and Europe campaign teams to create audiences across Europe in service of campaigns. 

This role will require high levels of analysis and organization as it will involve the interrogation of different data sets whilst maintaining frequent and clear communication with WPP partners within OpenX and with the EssenceMediacom network.   

Key Areas of Responsibility and Accountability  

1. Insight Identification  

• Excellence in the planning process: source of growth, audience insights, cascading media choices, comms platform, and media plan 
• Proficiency in using planning tools such as TGI (local syndicated survey) and GWI, as well as other digital tools such as Google AdWords & Trends, Community Management tools, and others.  
• Knowing which proprietary and/or syndicated tools to go to when developing Audience personas. 
• Build audience targeting strategies based on campaign goals, running audience insight analysis. 
• Collaborating with data partners to create custom audiences.

• Establishing connections with media partners to configure and test new audiences. 

2.  Building Audience architectures   

• Developing creative messaging matrices to inform creative production specific to audiences and occasions.
• Quantifying and prioritizing platforms based on the ability to reach and target key audiences whilst considering efficiencies in data and technology costs. 

3. Client Account Management   

• Engagement of junior/mid-level marketing people effectively, on both client and inter-agency sides.  
• Working with the client to identify exactly what will be done and by when and then delivering on that request accurately and on time. 
• Anticipation of client’s needs and influencing teams to quickly solve. 

4. Project Management  

• Creating a clear plan with the client of key milestones and deliverables of campaigns 
• Influencing various stakeholders to deliver projects on time and to high standards. 

5.  Collaboration with OpenX teams  

• Collaboration with stakeholders from within TCCC and agency partners from across WPP within a ‘squad’ format, namely forming small, multi-disciplinary teams to deliver on specific projects/campaigns. 

We do not expect the candidate to have all the competencies required to fulfil all of the tasks above. What we are seeking is experienced in identifying sources of growth and creative corresponding audiences that deliver on a comms and business objective. In-depth training on working with different data sources to fortify the audience-building approach will be provided.   

What we can offer you. 

• Company pension scheme
• Private medical insurance
• 25 days holiday (increases with length of service)
• Life assurance
• Permanent health insurance
• WPP share options scheme.
• Discretionary bonus scheme
• Free eyecare vouchers and money off glasses
• Extensive training and development
• Corporate gym memberships
• Cycle-to-work scheme
• Interest-free travel loan
• Free breakfast (cereal and fruit)
• Smart shopper (online discount on a variety of products)

Sounds good? We’d love to hear from you!