VP, Strategy- Audience and Channel Planning

Canvas Worldwide•El Segundo, CA

10d•Hybrid

About The Position

The VP, Audience and Channel Planning leads integrated planning across teams for Hyundai, serves as a primary senior contact for clients, and oversees implementation and execution of integrated, cross-channel media plans. The role calls for a digitally native strategist who understands how audience systems, identity signals, and platform algorithms influence brand growth, and can translate these inputs into strategic frameworks and narratives that guide integrated go-to-market strategy. The VP develops consumer-insight-led media strategies informed by cultural context and digital audience signals to expand audiences, strengthen brand perception, and create sustained demand. Planning is measurement-minded and grounded in defined signals, audiences, learning agendas, and demonstrable business impact. The role also drives cross-disciplinary collaboration, innovation, client thought leadership, and the development of high-performing teams.

Requirements

10+ years of experience in media or integrated strategy focused on platform-led planning, audience intelligence, and analytics-driven brand growth.
5+ years of experience managing and developing teams.
Proven ability to lead integrated media strategy at a national or global scale.
Experience partnering with agencies or other partners to develop innovative, integrated ideas.
Ability to translate audience signals, platform data, and analytics into brand strategy and investment decisions.
Deep understanding of the modern digital media ecosystem and how identity and audience systems drive brand growth.
Experience across TV, CTV, social, and integrated partnerships; broad ecosystem fluency is required.
Experience collaborating with performance and analytics teams to connect strategy and audiences to measurable outcomes.
Fluency in digital platforms, audience targeting frameworks, and signal-driven marketing.
Excellent written and verbal communication skills.
Strong leadership, organizational, and relationship-building capabilities.

Responsibilities

Lead data-driven channel planning and develop client-facing recommendations for allocating budgets across channels to meet objectives.
Map priority audiences across the customer journey to business objectives and build integrated audience frameworks linked to measurement and outcome targets.
Work with the Decision Road strategy team, analytics, and activation teams to develop comprehensive, full-journey audience and channel plans.
Partner with analytics to ensure channel and audience frameworks reflect the latest performance data.
Drive collaboration across media, creative, strategy, and client teams to deliver integrated, consumer-first plans.
Champion progressive planning, continuous experimentation, platform innovation, and evolving data capabilities.
Align brand and performance strategies with performance marketing and analytics counterparts, including shared audience frameworks, signal architecture, and optimization roadmaps.
Serve as the senior client contact for media strategy, offering thought leadership and proactive recommendations.
Maintain a strong perspective on media innovation, platform evolution, and modern measurement trends, and develop deep knowledge of client business challenges and opportunities.
Partner with analytics on post-campaign and ongoing analysis and reporting, translating results into recommendations for future initiatives.
Lead, develop, mentor, and inspire high-performing teams and cross-functional colleagues, fostering curiosity, collaboration, and analytical rigor.
Build strong relationships with media vendors, publishers, and technology partners to maximize campaign impact.
Ensure ongoing training and development for team members in media strategy and execution.