Digital Media Activation Business Director

Initiative; Greater London; On-site; GBP 70,000 - 100,000; Full time

Job summary

Initiative is seeking a Digital Media Activation Lead to drive the delivery and evolution of addressable media capabilities for UK clients, including Bayer, Clarins and Volvo. You will lead onshore and offshore teams, align with client leadership, and act as a strategic digital partner to enhance performance through data, technology, automation, and measurement.

You will own planning, activation and optimisation of addressable campaigns, champion best practices, and steer commercial outcomes

Qualifications

• Experience across digital media, with deep expertise in at least one addressable channel.
• Proven knowledge of Paid Search, Paid Social, Programmatic and broader digital marketing principles.
• Proven experience leading large-scale activation teams and complex client relationships.
• Experience managing onshore and offshore delivery models.
• Strong commercial acumen including staffing plans, scoping, forecasting and profitability management.
• Experience improving operations through process and workflow optimisation.
• Strong understanding of media, data and technology ecosystems.

Responsibilities

• Lead delivery and evolution of addressable media capabilities across Initiative UK clients.
• Responsible for planning, activation and optimisation of addressable campaigns with onshore/offshore teams.
• Act as strategic digital partner to clients to improve media effectiveness through data, technology and automation.
• Champion best-in-class digital practices and develop connected ways of working across client teams.
• Drive commercial and operational success including resource management, profitability and growth opportunities.

Skills

Addressable media

Paid Search

Paid Social

Programmatic

Team leadership

Staffing forecasting

Profitability management

Operational excellence

Stakeholder management

Communication skills

Job description

Job Description

This role will lead the delivery and evolution of addressable media capabilities across a portfolio of Initiative UK clients, with primary responsibility for Bayer, Clarins and Volvo.

Reporting to the Head of Addressable, the Digital Media Activation Lead will combine operational leadership, commercial accountability and digital expertise to drive exceptional client outcomes across Paid Search, Paid Social and Programmatic media.

The role is responsible for ensuring the successful planning, activation and optimisation of addressable campaigns through the effective leadership of onshore and offshore teams. Alongside delivery excellence, the role will act as a strategic digital partner to clients, helping identify opportunities to enhance media effectiveness through data, technology, automation, measurement and innovation.

Working closely with client leadership teams, channel specialists and operational stakeholders, the Digital Media Activation Lead will champion best‑in‑class digital practices, develop more connected ways of working and help clients navigate an increasingly complex digital landscape. They will play a key role in translating emerging technologies and industry developments into practical solutions that improve performance, efficiency and long‑term business outcomes.

The role carries significant responsibility for the commercial and operational success of the team, including resource management, talent development, process improvement and profitability. Success will be measured through a combination of client satisfaction, team performance, operational excellence, commercial delivery and the ability to unlock new opportunities for growth and digital maturity across the client portfolio.

Agency

Initiative

Job Function

Media

Job Subfunction

Performance Media

About You

• Experience across digital media, with deep expertise in at least one addressable channel.
• Strong knowledge of Paid Search, Paid Social, Programmatic and broader digital marketing principles.
• Proven experience leading large‑scale activation teams and complex client relationships.
• Demonstrated success managing both onshore and offshore delivery models.
• Strong commercial acumen, including experience with staffing plans, scoping, forecasting and profitability management.
• Experience driving operational excellence through process improvement and workflow optimisation.
• Strong understanding of media, data and technology ecosystems and their role in improving marketing effectiveness.
• Experience identifying and implementing innovative digital solutions that drive measurable business outcomes.
• Proven ability to influence senior stakeholders and build trusted client relationships.
• Excellent communication, presentation and storytelling skills.
• Experience developing business cases and securing stakeholder buy-in for change initiatives.
• Strong people leadership skills with a track record of developing talent and building high‑performing teams.
• Demonstrated ability to balance strategic thinking with operational execution.
• Passion for emerging technology, digital innovation and the future evolution of media.

To the extent permissible by local law, Omnicom’s policy requires employees to work in the office for a minimum of three days a week, unless additional in‑office days are directed by their agency or manager.

Omnicom is committed to hiring and developing exceptional talent. We agree that talent is uniquely distributed, and we’re focused on developing inclusive teams that can bring the best solutions to everything we do. We strongly believe that celebrating what makes us different makes us better together.

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