Senior Media Planner & Strategist
Procter & Gamble
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Job summary
Procter & Gamble in Cincinnati seeks a Senior Media Planner & Strategist to lead integrated paid media strategy across digital video and social for Pampers and Luvs. You will translate sub-brand priorities into annual and campaign plans, balance channel roles, and guide partners to optimize performance.
You will drive learnings through test‑and‑learn agendas, monitor KPIs, and influence cross‑functional teams to maximize media impact while managing substantial investment.
Qualifications
- Preferred Qualifications: Bachelor’s degree in Marketing, Advertising, Communications, Business, Data Analytics, Economics, or a related field; an advanced degree is a plus.
- 5–7 years of strategic media planning and hands‑on paid digital activation experience, including meaningful ownership across digital video and social.
- Strong knowledge of digital video and paid social, including platform and programmatic buying models, video inventory and formats, audience strategy, reach and frequency, optimization, and measurement.
- Experience designing structured test‑and‑learn agendas and applying campaign, brand‑lift, traffic, conversion, and retailer data to improve cross‑channel strategy.
- Experience balancing upper‑funnel brand building with performance and commerce media, including retailer traffic, retargeting, attribution, and closed‑loop measurement.
Responsibilities
- Own annual and in‑year paid media planning for assigned priority sub‑brands within the North America Baby Care strategy.
- Lead activation and optimization for your priority platform, guiding agencies and platform reps for campaign setup and optimization.
- Foster media partner relationships, onboard partner teams, and convert capabilities into actionable media plans.
- Run test‑and‑learn plans with Analytics & Insights, agencies, and partners to derive actionable insights.
- Tie performance data to business results with KPIs like reach, frequency, CTR, CPC, and conversions; recommend reallocations and tests.
- Lead cross‑functional operating rhythms for sub‑brands with Brand, Media, Analytics & Insights, IT, agencies, retailers and platforms.
- Strengthen media operations and governance with repeatable planning, deployment, reporting, and documentation processes.
Skills
Education
Tools
Job description
Job Location: CINCINNATI GENERAL OFFICES
As a Senior Media Planner & Strategist, you will help lead integrated paid media strategy, planning, activation, optimization, and measurement across digital video and social for an assigned portfolio of Pampers and Luvs priority sub-brands. Working within the broader North America Baby Care media strategy, you will translate sub-brand business priorities into high-impact annual, campaign, and launch plans; recommend the right role and investment balance for each channel; guide agency and platform partners; build rigorous learning agendas; and strengthen full-funnel performance. You will also contribute to total-brand planning and ensure your sub-brand plans connect cohesively across the portfolio. This role requires strong business judgment, analytical depth, operational discipline, and the ability to influence cross-functional teams while managing significant media investment.
- Own annual and in‑year paid media planning for assigned priority sub‑brands: Within the broader North America Baby Care media strategy, translate Pampers and Luvs sub‑brand priorities into integrated digital video and social strategies, channel roles, investment scenarios, budget recommendations, and launch‑and‑sustain plans; identify trade‑offs, funding opportunities, and efficiency actions while ensuring alignment with total‑brand objectives.
- Lead activation and optimization for your priority platform: Guide agency teams and platform reps to ensure campaign setup, inventory and format strategy, audience design, objective selection, pacing, reach and frequency, testing, optimization, and issue resolution all run smoothly; maintain clear performance and optimization logs and ensure changes are executed with quality and speed.
- Foster media partner relationship with your priority platform: Ensure that business reviews involving your priority platform are in line with business goals, onboard partner teams, elevate opportunities and risks, and convert partner capabilities into actionable media plans.
- Run test‑and‑learn plans as part of the paid media learning agenda: Partner with Analytics & Insights, agency teams, and media partners to design and execute experiments across channel mix, audience, reach and frequency, campaign objective, inventory, format, traffic, and launch strategy; synthesize findings into clear principles and future planning guidance.
- Tie performance data to business results: Monitor leading KPIs (key performance indicators), including reach, frequency, VTR or video completion rate, CTR or click‑through rate, CPC or cost per click, landing‑page views, conversion, brand lift, and retailer outcomes; diagnose drivers of performance and recommend reallocations, campaign changes, and next tests with transparent evidence and clear decision points.
- Lead cross‑functional operating rhythms for assigned sub‑brands: Coordinate Brand, Media, Analytics & Insights, IT, agency, retailer, and platform stakeholders through sub‑brand planning, weekly performance management, quarterly business reviews, decision forums, and launch‑readiness milestones.
- Strengthen media operations and governance: Maintain repeatable planning, authorization, deployment, optimization, reporting, and documentation processes; clarify ownership across internal and agency teams and continuously improve speed, accuracy, compliance, and productivity.
- Preferred Qualifications: Bachelor’s degree in Marketing, Advertising, Communications, Business, Data Analytics, Economics, or a related field; an advanced degree is a plus. 5–7 years of strategic media planning and hands‑on paid digital activation experience, including meaningful ownership across digital video and social.
- Demonstrated ability to translate business objectives into channel strategies, annual plans, investment scenarios, launch plans, and in‑year optimization decisions for a brand, sub‑brand, category, or portfolio.
- Strong knowledge of digital video and paid social, including platform and programmatic buying models, video inventory and formats, audience strategy, reach and frequency, optimization, and measurement.
- Experience designing structured test‑and‑learn agendas and applying campaign, brand‑lift, traffic, conversion, and retailer data to improve cross‑channel strategy.
- Experience balancing upper‑funnel brand building with performance and commerce media, including retailer traffic, retargeting, attribution, and closed‑loop measurement.
- Strong financial and operational management skills, including budget stewardship, scenario planning, campaign governance, documentation, billing accuracy, and compliance.
- Proven ability to lead agencies and influence Brand, Analytics & Insights, IT, retailer, publisher, platform, and programmatic partners without direct authority.
- Strong analytical storytelling and executive communication skills, with the ability to distinguish observed results from hypotheses and turn complex data into clear actions.
- Proficiency with core media planning, activation, measurement, and reporting tools, including ad platforms, programmatic buying platforms, analytics dashboards, Microsoft Excel, and presentation software.
- Experience coaching, onboarding, or coordinating others in a fast‑moving, highly cross‑functional environment.
- Integrated Paid Media Strategy
- Digital Video Planning
- Paid Social Planning
- Annual Media Planning
- Channel Roles and Mix
- Media Investment
- Campaign Activation
- Programmatic Media
- Video Inventory and Formats
- Reach and Frequency Management
- Audience Strategy
- Performance Optimization
- Full‑Funnel Planning
- Commerce and Retailer Media
- Test‑and‑Learn Design
- Brand Lift
- Attribution and Measurement
- Media Partner Management
- Agency Leadership
- Budget Stewardship
- Media Operations
- Cross‑Functional Leadership
- Data Analytics
- Executive Communication
- Talent Development
Compensation for roles at P&G varies depending on a wide array of non‑discriminatory factors including but not limited to the specific office location, role, degree/credentials, relevant skill set, and level of relevant experience. At P&G compensation decisions are dependent on the facts and circumstances of each case. Total rewards at P&G include salary + bonus (if applicable) + benefits. Your recruiter may be able to share more about our total rewards offerings and the specific salary range for the relevant location(s) during the hiring process.
We are committed to providing equal opportunities in employment. We value diversity and do not discriminate on the basis of race, religion, color, national origin, gender, sexual orientation, age, marital status, veteran status, or disability status.
Immigration Sponsorship is not available for this role.
For more information regarding who is eligible for hire at P&G along with other work authorization FAQ’s, please click HERE. Procter & Gamble participates in E-Verify. Qualified individuals will not be disadvantaged based on being unemployed. P&G is dedicated to meeting the needs of applicants requesting an accommodation/adjustment due to a disability in order to complete the online application process. If you have a disability that affects your ability to complete our online application process, please visit our Disability Accommodation Page.
Full time
R000159552
Starting Pay / Salary Range $110,000.00 - $165,300.00 / year
P&G was founded over 180 years ago as a simple soap and candle company. Today, we’re the world’s largest consumer goods company and home to iconic, trusted brands that make life a little bit easier in small but meaningful ways. We’ve spanned three centuries thanks to three simple ideas: leadership, innovation and citizenship. The insight, innovation and passion of talented teams has helped us grow into a global company that is governed responsibly and ethically, that is open and transparent, and that supports good causes and protects the environment. This is a place where you can be proud to work and do something that matters.
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