Planning Director Marketplace (Nike Account)

Initiative Nederland | Part of Omnicom Media; Amsterdam; Hybrid; EUR 120,000 - 180,000; Full time

Benefits offered by this job

Hybrid and flexible working

27 days off per year

Growth support & onboarding plan

Free office lunch / snacks

Referral Bonus

Job summary

Initiative Nederland | Part of Omnicom Media is seeking a Marketplace Planning Director to lead Nike Demand Capture & Generation initiatives across Nike Direct channels and stores in EMEA. The role reports to the Marketplace Lead and drives cross-channel, revenue-focused activation strategies.

Based in Amsterdam, the director will own budgeting, forecasting and a test-and-learn program, collaborating with Finance and channel specialists to maximize ROAS and market impact.

Qualifications

• Advanced performance planning across channels and audiences.
• Ability to analyze MMM, attribution and other measurement frameworks.
• Experience working with multi-country retail brands and senior stakeholders.

Responsibilities

• Translate objectives into performance strategy and revenue-driving activation plans for EMEA.
• Own seasonal performance planning and budget-informed revenue forecasts.
• Develop test-and-learn agendas to unlock growth and improve efficiency.
• Convert insights into actionable recommendations and scalable playbooks.
• Oversee budget management and ensure alignment with strategic objectives.

Skills

Digital Planning

Data-Driven Decision-Making

Strategic Investment Mindset

Multi-country experience

Brand vs. performance bridging

English fluency

Job description

Initiative is a proud member of Omnicom Media. We are a global media agency dedicated to driving growth for our clients through innovative strategies and data-driven insights. By working in close collaboration with our affiliate companies within the group - we create exceptional, tailored marketing campaigns that connect brands with their audiences in meaningful ways.

Key Responsibilities

The Marketplace Planning Director is part of the Marketplace team which manages the Nike Demand Capture & Generation program consisting of e-commerce across Nike Direct Channels (Web & APP) and stores.

Delivering outstanding cross-channel lower funnel strategies and tactics that drive Nike's EMEA business.

This function reports to the Marketplace Lead.

• Translate EMEA-wide business objectives into performance strategy, investment priorities and revenue-driving activation plans to activate e-Commerce and stores, campaigns across EMEA.
• Own seasonal performance planning, setting and refining revenue expectations based on budget allocation, market dynamics, historical performance, channel effectiveness and emerging opportunities.
• Contribute to and shape the EMEA performance test-and-learn agenda, prioritizing experiments that address key business questions, unlock growth opportunities and improve marketing efficiency.
• Translate test results and performance insights into actionable recommendations, scaling proven tactics across markets where appropriate and embedding learnings into future seasonal strategies.

Performance Insights, Measurement & Strategic Recommendations

• Interpret and synthesize complex data sources, including Marketing Mix Modelling (MMM), platform reporting, attribution, commercial performance and other measurement frameworks, to develop actionable performance recommendations.
• Develop compelling, insight-led narratives for diverse stakeholders, adapting the level of detail and recommendations to support both strategic decision-making and operational execution.
• Identify the drivers of performance across markets, channels and campaigns, distinguishing between correlation, incremental impact and other factors influencing revenue delivery.
• Connect upper-funnel marketing activity with lower-funnel performance outcomes, identifying cross-funnel relationships and measurement opportunities for better full funnel understanding.
• Utilize data to clearly outline recommendations, options, risks, mitigation and decision levers to inform business decisions.

Budget Management & Optimization:

• Own performance marketing budget management across EMEA, ensuring investment is allocated effectively across markets, audiences, channels and campaigns to maximize commercial impact from a centralized EMEA activation approach.
• Lead monthly budget reconciliation, forecasting and re-investment processes, identifying under- and over-performance and reallocating investment.
• Establish budget tracking and performance governance, maintaining visibility of spend, revenue delivery, forecast accuracy and return on investment.
• Partner with Finance to align investment decisions, revenue forecasts and budget commitments with wider business objectives.
• Translate overarching performance strategy into clear channel priorities, campaign briefs and tactical guidelines, ensuring consistent execution and alignment with commercial objectives.
• Oversee campaign activation quality and effectiveness, establishing clear standards for campaign setup, quality assurance, measurement, optimization and performance reporting.
• Empower channel specialists to identify performance opportunities, make data-led optimization decisions and share best practices across markets.
• Balance centralized efficiency and consistency with the flexibility required to respond to individual market needs and market-specific opportunities.
• Work together with channel specialists to create comprehensive channel playbooks, establish and implement NIKE best practices and guardrails.
• Continuously monitor performance together with channel specialists and update strategies based on evolving business objectives, campaign insights, and platform changes.
• Works with Integrated Planning & Channel Specialist teams to understand maximum investment levels and point of diminishing returns.

Desired Skills & Experience

The ideal Marketplace Planning Director for Nike will bring the following traits and competencies to the role:

• Digital Planning Expertise: Advanced performance planning expertise, audience targeting, and fluid investment allocation across channels.
• Data-Driven Decision-Making: Analyze complex datasets to extract insights, justify planning decisions, and present compelling post-campaign analyses.
• Strategic Investment Mindset: Partner with strategy teams to drive exceptional ROAS and business growth through brilliant cross-channel integrated media activation.
• Experienced working with multi-country retail brands.
• Capable of bridging the gap between brand and performance.
• Collaborates effectively with Integrated Planning & Channel Specialist teams, external clients and agency/media partners.
• Skillfully communicates data-driven narratives simply, offering concise actionable insights and recommendations across channels.
• Demonstrates confidence and clarity in both written and verbal communications, particularly with senior-level clients.
• Offers a strategic perspective on platform and technology evolution, guiding the leverage of emerging tools like AI-powered platforms (e.g., Pmax and A+).
• Ability to drive projects from conception to completion; able to conceptualize based on relevant digital trends and insights and able to translate this into clear processes and ways of work to be used by colleagues and Nike
• Values diverse perspectives, experiences, and skillsets; Brings different thinkers and resources together for a common goal
• Fluent in English, both in presenting and writing

Some of our Benefit Include:

• 27 days off per year, including 26 vacation days and 1 "Celebrate You" day (based on a 40-hour workweek)
• Hybrid and flexible working options to support a healthy work-life balance-and even work from abroad for up to 14 days per year
• Comprehensive growth support, smooth onboarding with a 100-day plan and personal buddy, plus ongoing development through a strong Learning & Development team
• An inspiring environment where you'll work with leading A-brands, collaborate with experienced international colleagues, and have the freedom and trust to take initiative and shape your role
• Healthy catering in the office, free lunch once a week, plus a variety of healthy snacks always available
• Referral Bonus - bring someone you know to Omnicom Media and enjoy a generous referral reward in return.
• A variety of group sports activities, from marathons and cycling events to walking races and internal company tournaments.
• Fun social events, including a Summer and End of Year party, pub quizzes, team outings, and themed events like Diversity Day celebration and Partners Festival
• Lease bicycle plan and travel reimbursement to support your commute and sustainable mobility
• Exclusive employee discounts: enjoy great deals on fashion, electronics, and leisure activities all year round