ROLE SUMMARY
The (Sr.) MarCom Planning Manager serves as the strategic bridge between high-level brand planning and operational execution. In this role, you will take complete ownership of end-to-end Integrated Marketing Communications (IMC) master plans for assigned projects—from concept to execution. Each project is owned by a single Planning Manager who locks in overall KPIs, optimizes media mixes, and ensures message consistency across all campaign phases.
I. Key Responsibilities
1. Overall IMC Strategic Planning (40%)
- Translate strategic intent into phased master plans: Teasing – Launch – On-Air – Sustain – Concert.
- Design media mixes, allocate budgets, and build predictive KPI models for each campaign phase.
- Lead weekly planning sessions and manage formal handoffs to the Operations division at approval gates.
2. Quality Control & Message Integrity (25%)
- Maintain brand positioning and message consistency from concept down to execution.
- Evaluate content sellability and commercial viability through the Concept Lock framework before greenlighting projects.
3. Squad Ownership & Leadership (20%)
- Serve as the single point of accountability for assigned project IMC plans and KPI targets.
- Partner with Squad Leaders to convert plans into deliverables, managing 2–3 concurrent projects at staggered phases.
4. Post-Campaign Evaluation & Learning (10%)
- Benchmark campaign performance against target KPIs and deliver post-mortem reports.
- Feed key learnings directly into the initial gate reviews of future projects.
5. Other Duties (5%)
- Support additional operational and strategic initiatives as requested by leadership.
II. Job Requirements
- Experience: 5+ years in IMC planning, with 3–5 years leading master plans for large-scale campaigns. Proven ability to manage 2+ major projects concurrently. Experience in entertainment, TV production, concerts, or fast-paced FMCG/MCNs/Tech environments is preferred.
- Education: Bachelor's degree in Marketing, Communications, Business Administration, or a related field.
- AI Capabilities (Mandatory): Proficient in everyday AI tools (ChatGPT, Claude, Gemini) to accelerate market research, draft plans, rapidly test scenarios, engineer prompts, and validate outputs.
- Core Skills: Expertise in media mix design, platform algorithms, and audience analytics. Strong ownership mindset, structured thinking, executive presentation skills, and high resilience during critical campaign windows (filmings, broadcasts, ticket sales).
- Tools & Languages: MS Office (advanced Excel and PowerPoint), project management tools, and professional English proficiency.
