Vice President, Media Planning

Mastercard-posted 12 days ago

Full-time • Mid Level

Purchase, NY

5,001-10,000 employees

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Mastercard is modernizing how it drives growth, influence, and demand across the U.S. and Canada. We are building a performance-led integrated marketing & communications engine that unites brand, product, services, commercial, and communications through data, precision, and measurable outcomes. As part of this transformation, we are seeking a seasoned, strategic, analytical, and forward-looking Performance Marketing & Media lead to drive B2B and B2C marketing performance across the U.S. market. This role requires a leader who can architect change, embrace uncertainty, and use data and AI to elevate marketing campaign performance and digital experience. You will lead media strategy for B2B and B2C marketing, advancing targeting sophistication, audience insights and driving performance KPIs, as well as own our core digital platforms and social handles.

Lead full-funnel media strategy for B2B and product performance marketing for the U.S. market, driving awareness, consideration, and demand generation across paid and owned channels.
Own B2B media planning and buying, ensuring precision targeting, optimal budget allocation, and measurable ROI.
Partner with Research & Insights to objectively measure results, optimize programs, and refine frameworks for attribution and reporting.
Leverage internal systems such as Salesforce to connect marketing efforts with pipeline data, enabling closed-loop reporting and actionable insights.
Collaborate with Canada and LAC marketing teams to ensure alignment, knowledge-sharing, and best practice adoption across the Americas region.
Work in close partnership with the U.S. consumer marketing team to: o Partner with Research & Insights to strengthen and evolve target audience definitions using behavioral, contextual, and advanced data signals. o Identify and apply sophisticated AI-driven tools and technologies to improve social media performance, creative optimization, deepen engagement and performance and advance audience targeting. o Quantify results with greater granularity, enabling smarter investment decisions and more precise campaign diagnostics.
Lead media planning and buying for both B2B and B2C campaigns, ensuring strategies are data-driven, audience-first, and performance-oriented.
Develop measurement frameworks and media guardrails that empower innovation while ensuring accountability and effectiveness.
Oversee the digital strategy for the U.S. market across mastercard.com and priceless.com, ensuring these platforms are optimized for performance, discoverability, conversion, and user experience.
Partner with global digital team, analytics, and content teams to drive improvements in site architecture, AEO, and full-funnel journeys for both consumer and business audiences.
Ensure digital platforms reflect U.S. market priorities while maintaining consistency with global brand standards.
Maintain Mastercard social handles across platforms, managing always-on social presence and partnering with consumer marketing to support campaigns on these channels.
Establish the foundational B2C and B2B analytical infrastructure and data integrations (in-house or via partners) to fully leverage AI capabilities —enabling real-time media optimization, predictive modeling, streamlined workflows, and actionable insights.
As part of the analytical infrastructure, establish guardrails—KPIs, forecasting models, attribution approaches, testing principles—that guide strategic decisions and responsible innovation.
Design intuitive self-service dashboards that turn complex datasets into clear, actionable insights for senior leadership and cross-functional partners.

Expertise in B2B, product and B2C marketing & media, with a focus on performance measurement
Strong background in marketing strategy, digital platforms, analytics, platform development, and media measurement.
Deep hands-on experience across diverse paid and owned channels (search, social, programmatic, and media integrations)
Experience managing large, multi-media budgets and delivering ROI
Strategic thinker with the ability to define long-term direction while executing in fast-paced, ambiguous environments.
Deep curiosity and a track record of driving change, innovation, and continuous improvement.
Strong leadership skills with the ability to inspire and develop a team while also influencing key stakeholders across the organization.
Excellent verbal and written communication; capable of presenting complex findings to senior leadership

Demonstrated success or strong interest in leveraging AI or advanced technologies to boost performance and insights.
Experience with ABM platforms (Demandbase, 6sense, ZoomInfo)
Familiarity with CRM systems and integrations (Salesforce)
Understanding of attribution modeling and multi-touch measurement
Strong grasp of SEO/SEM, audience targeting, retargeting, and funnel optimization

Mastercard benefits for full time (and certain part time) employees generally include: insurance (including medical, prescription drug, dental, vision, disability, life insurance); flexible spending account and health savings account; paid leaves (including 16 weeks of new parent leave and up to 20 days of bereavement leave); 80 hours of Paid Sick and Safe Time, 25 days of vacation time and 5 personal days, pro-rated based on date of hire; 10 annual paid U.S. observed holidays; 401k with a best-in-class company match; deferred compensation for eligible roles; fitness reimbursement or on-site fitness facilities; eligibility for tuition reimbursement; and many more.
Mastercard benefits for interns generally include: 56 hours of Paid Sick and Safe Time; jury duty leave; and on-site fitness facilities in some locations.

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