Senior Vice President Performance Media, Planning
About The Position
Critical Mass is hiring a Senior Vice President (SVP) Performance Media, Planning to join our growing team. As the SVP Performance Media, Planning, you will architect the overarching investment, audience, and channel allocation strategies across a high-impact client portfolio. You translate complex client business goals into highly accountable, cross-channel media blueprints by leveraging proprietary holding company data networks, identity graphs, and AI-driven planning engines. You must ensure client media investments are mathematically structured to maximize performance, build future-proof data assets, and meet the agency's commercial margin targets.
Requirements
- 15+ years of progressive leadership within a major media holding company network (e.g., GroupM, Publicis Groupe, Omnicom Media Group, IPG, Dentsu) or a data-centric management consultancy, with a heavy emphasis on enterprise-level media planning
- Deep operational familiarity with proprietary holding company data networks, enterprise data clean rooms, and identity resolutions graphs
- Advanced mastery of quantitative planning tools, audience syndication platforms, and predictive modeling software to build data-backed channel allocation recommendations
- Proven experience building media investment forecasting models, managing complex client P&Ls, and presenting technical business cases to corporate procurement and finance leaders
Responsibilities
- Lead upstream planning: Own the end-to-end strategic planning process, determining the optimal mix of performance capital across Search, Social, Commerce, and Emerging Channels
- Build algorithmic media models: Utilize predictive AI tools and machine learning engines within the holding company network to simulate spend scenarios, forecasting business outcomes (e.g., CAC, LTV, revenue) based on shifting investment levels
- Manage budget governance: Oversee client portfolio planning allocations, ensuring rigorous financial controls, pacing compliance, and real-time automated reallocations based on performance signals
- Leverage HoldCo technology stacks: Serve as the expert champion for the holding company’s proprietary data and identity infrastructure (e.g., WPP’s Choreograph, Publicis’ Epsilon, Omnicom’s Omni), integrating these ecosystems into daily planning work products
- Define addressable audience planning: Lead the creation of precision target segments by onboarding client first-party data into secure clean rooms (e.g., Snowflake, InfoSum) and mapping them against global identity graphs
- Deploy future-proof measurement: Design planning frameworks rooted in unified measurement, combining next-generation Media Mix Modeling (MMM), privacy-safe clean room analytics, and rigorous, continuous incrementality testing
- Navigate identity deprecation: Architect cookie-less targeting and alternative tracking strategies to ensure media plans remain resilient against signal loss and evolving global privacy regulations
- Advise senior client leaders: Serve as the strategic architect and trusted advisor to Fortune 100 CMOs and financial planning teams, clearly justifying media plans using rigorous commercial data and tech capabilities
- Drive tech-forward growth: Lead the performance planning and data-identity narrative for high-value new business pitches, demonstrating how the agency's technology stack drives superior client profitability
- Protect agency margins: Manage internal planning team resources, ensuring scope alignment, software/data tool utilization, billable efficiency, and operational profitability across all client accounts
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What This Job Offers
Job Type
Full-time
Career Level
Senior
Education Level
No Education Listed
