Strategic Media Planning: A Showcase of Expertise

Developing a media plan from scratch is one of my favorite tasks because it combines in-depth strategic research with meticulous planning and cross-functional collaboration to achieve outstanding results. Here’s how I approach it:

Audience Research:

• Understand the target audience: where they spend time online and which channels and tactics influence their purchase decisions the most.

Competitive Research:

• Analyze what’s worked well for similar brands: identify channels with high competition and discover white space opportunities for us to capitalize on.

Industry Research:

• Examine creative and messaging trends: understand consumer preferences and seasonality trends to craft relevant and engaging campaigns.

Macroeconomic Analysis:

• Study consumer spending patterns and market trends: anticipate economic fluctuations to gauge their impact on demand, purchasing power, and consumer preferences.

Next, I dive into stringent spreadsheet organization and meticulous attention to detail to draft an initial cross-channel, full-funnel, and multi-period budget breakdown. This stage involves collaborating with multiple teams to gather feedback and insights from channel experts.

Leveraging my statistical modeling skills, I forecast performance based on strategic media investment allocations. I make final adjustments to ensure the plan will not only achieve but exceed primary business objectives and KPI targets.

This example highlights my ability to think critically, incorporate strategic research into budget allocation and forecasting, and develop complex plans that meet or exceed key profitability and return requirements.