Head of Journey Planning

Role purpose * Owns the translation of strategy into a connected media ecosystem. Takes the growth strategy and audience direction from the Strategist and turns it into a PESO journey, channel role architecture, audience activation logic, phasing, budget principles and specialist briefing pack. Scope of role * Audience activation logic * PESO ecosystem planning * Channel role definition * Journey and moment mapping * Budget allocation rationale * Specialist briefing * Integration of vertical channel plans * Plan-level measurement questions * Plan-level implications of under-delivery or variance Responsibilities Core accountabilities * Translate growth strategy into a connected media journey. * Define how the growth audience can be reached, influenced and moved across paid, earned, shared, owned and commerce touchpoints. * Build the media ecosystem architecture. * Define the role of each channel before specialists create detailed plans. * Create the Specialist Briefing Pack for channel specialists. * Integrate vertical channel plans into one coherent media plan. * Ensure the plan ladders back to the JTBD and strategic growth objective. * Define plan-level measurement questions with the Measurement Lead. * Own the plan-level implication if a channel under-delivers or materially over/under-performs. Mandatory artifacts owned * Audience Activation Blueprint: Converts growth audience into media, platform, context and signal logic. * PESO Ecosystem Plan: Defines how Paid, Earned, Shared, Owned and Commerce work together. * Channel Role Framework: Defines the job of each channel before detailed planning starts. * Journey / Moment Map: Defines consumer moments, occasions, touchpoints and sequencing. * Budget Allocation Logic: Explains why budget is allocated across channels. * Specialist Briefing Pack: Gives channel specialists audience, KPI, role, budget, timing and output requirements. * Integrated Media Plan: Combines specialist outputs into a single coherent plan. * Plan-Level Variance Note: Explains total-plan implications of delivery or KPI variance. Key handshakes * Channel Specialists: receives strategy from the Growth Media Strategist and hands over the Specialist Briefing Pack. * Measurement Lead: receives strategy and plan inputs and hands over plan-level KPI questions. * Buying Ops: receives the client-approved integrated plan and hands over a booking-ready plan. * Client Lead / Strategist: receives outputs from Channel Specialists and hands over the integrated media plan. * PCA team: receives input from the Measurement Lead and hands over plan-level learnings and future implications. Decision rights * PESO ecosystem architecture. * Audience activation logic. * Channel role definition. * Budget allocation rationale. * Specialist briefing quality. * Integration of channel plans. * Plan-level implication of delivery variance. What this role is not * Building every detailed vertical channel plan personally. * Acting as TV planner, OOH planner, search specialist, social specialist and programmatic specialist all at once. * Loading plans into billing systems. * Supplier invoice reconciliation. * Vendor onboarding. * Tagging and trafficking campaigns. * Producing raw dashboards. Qualifications Required competencies * Communications planning: Translate strategy into ecosystem architecture. * Audience activation: Convert growth audiences into channel and platform logic. * Channel understanding: Strong understanding of ATL, digital, social, commerce and performance channels. * Integration: Stitch specialist outputs into one plan. * Briefing discipline: Write clear specialist briefs. * Budget logic: Rationalise investment allocation. * Measurement thinking: Connect planning choices to measurable outcomes. Experience requirements * 9+ years leading planning teams, standards and quality. KPIs * Ecosystem quality: Strength of PESO plan and channel role clarity. * Specialist handoff: Reduction in specialist rework due to unclear briefs. * Plan integration: Quality of final integrated media plan. * Audience activation: Evidence that audience logic translates into actionable channel plans. * Measurement readiness: Plan has KPI and measurement logic before activation. * Rework reduction: Fewer late-stage changes caused by planning gaps.