Media Planning/Media Mix Lead at Cognizant in Teaneck, New Jersey

Job Description:

Media Planning Strategist / Media Mix Lead (Remote Role)

 

Cognizant (Nasdaq-100: CTSH) is one of the world's leading professional services companies, transforming clients' business, operating and technology models for the digital era. Our unique industry-based, consultative approach helps clients envision, build and run more innovative and efficient businesses. Headquartered in the U.S., Cognizant is ranked 193 on the Fortune 500 and is consistently listed among the most admired companies in the world. Learn how Cognizant helps clients lead with digital at www.cognizant.com or follow us @Cognizant.

 
Roles & Responsibilities:
 

The Media Planning Lead is a key player in transforming Cognizant’s marketing to become an audience-first, digital-first engine. This role is responsible for optimizing our media investments while achieving ambitious awareness and audience engagement goals. She/ he leads the translation of our go-to-market plans into a media strategy that by campaign defines reach and engagement goals, identifies suitable audiences, defines audience profiles and preferences, determines optimal media mix, creates detailed channel plans and incorporates testing and optimization tactics. As each global campaign aims to create awareness and prompt audience engagement, the Lead of Media Planning applies best practices in the use of media channels including SEM, display, retargeting, social media, syndication, TV, and OOH.

As the media leader in a multi-disciplinary team of marketers and agencies assigned to a campaign, She/ He will influence the direction of campaign strategy by guiding on the role of media to achieve campaign goals and by instilling an evidence-based culture. This role requires knowledge and passion for media and advertising technologies that will allow us to scale our media efforts and obtain contextual intent insights for better planning and decision making.

Upstream in the campaign process, this individual is in lockstep with campaign planners and business partners to rationalize our GTM plans and provide audience identification and goal-setting guidance. Downstream, she/ he will seamlessly hand-off to internal execution teams and agencies, and lead measurement and optimization.

 
Core competencies:

·       Understand the role of media within the customer journey from building awareness, driving engagement, nurturing and converting into leads and pipeline.

·       Ability to inform media strategy, media planning and budget allocation with data and insights (internal and external)

·       Manage the end-to-end media campaign planning process from strategy to planning, execution, optimization and reporting across a variety of tactics including display, retargeting, dynamic display, search and social as well as programmatic and ABM targeting.

·       Ad tools mastery of key channels including Google Ads (search and network), Facebook, YouTube and LinkedIn

 
 

·       Knowledge of privacy and permission marketing guidelines

 
Key responsibilities:

The candidate will lead the development and implementation of a number of integrated campaigns. She /He will be responsible for aligning each campaign objective(s), strategy, tactics as well as measurement with the respective marketing goals.

 
Planning:

Each campaign will require a list of tasks to be achieved:

·       Customer insights discovery and target audience analysis: go beyond demographic segmentation and create hyper segments based on purchase needs and behavior, intent signals, competitor/ substitute share

·       Channel planning: Selection of appropriate channels and budget allocation by media vehicle

·       Messaging and creative (assets / form factor) recommendation at each stage of the purchase path:

o   Create channel execution briefs containing format, creative, copy, schedule, reach, frequency, placement, and CTA

o   Develop digital campaign tree structure/hierarchy to increase relevancy for different audiences and set the foundation to test variables at the campaign, ad set/group and ad levels

·       In-campaign creative assets management: creative rotation strategy (# of assets, frequency)

·       Campaign journey mapping: connecting paid and owned assets in a seamless journey

·       Develop digital campaign tree structure to increase relevancy for different audiences and set the foundation to test variables at the campaign, ad set/group and ad levels

·       Fully connect media and digital strategy and plan to overall integrated campaign that includes traditional channels such as email and events

·       Campaign measurement strategy (creative and media)

o   Identify and align KPIs and media metrics with campaign objectives

o   Forecast the performance of recommended media plan

o   Optimization: Execute A/B testing and adjust plans live

 

Execution, Optimization & Measurement:

·       Brief production teams: creative, writers, media execution (self, internal team or agency), etc.

·       Hand-off media plan to project manager for media negotiation, buying and trafficking

·       Develop campaign measurement dashboard for real-time optimization: continuously monitor media performance, identify underlying variables (schedule, targeting, placement, creative, CTA, etc.)

·       Measure through KPIs and media metrics each channel, tactic and partner, post campaign

·       Campaign effectiveness (marketing goal-aligned outcomes)

·       Media efficiency (CPM, CPC, CTR, CPA, CPCV)
·       Benchmarks (internal and industry)
·       “viewability”
 
 
 

Post campaign analysis and action:

·       Create / contribute to a media excellence program with initiatives to 1) optimize existing practices and tools and 2) innovate and venture with new digital approaches and tools

·       Optimize channel mix and budget allocation of future campaigns based on previous performances

·       Perform investment vs. impact analysis (Campaign ROI)

·       Document and share best practices per channel –message, format, creative, CTA

 
Requirements:

·       7+ years of experience developing media strategy and digital and traditional media plans

·       Experience working for or with media agencies

·       Mastery of tools for media planning, media buy/ DSP (LinkedIn, Google Ads, Facebook Ads, YouTube, Adroll, Liveramp)

·       Meaningful advantage if possesses experience using audience intent data tools such as 6sense, Bombora, Latice

Apply Now