Journey Planner/Communications Planner

Company description

We are the ROI Agency, a global media agency with presence in multiple markets around the world. We blend data, technology and brilliant specialists to scout out new opportunities, solve complex challenges and grow our clients’ business We are a people first agency. We believe in cultivating relationships with our partners and our teams. Passionate teams lead to positive business results. We Believe Magic happens when we work together. We brainstorm, interrogate and push the boundaries to deliver new opportunities and solve complex challenges.

Overview

Role Purpose

Turns the growth strategy and audience direction into a PESO journey, channel role architecture, activation logic, phasing, budget principles and a specialist briefing pack. The audience and data translation owner — not a data scientist or Ad Ops specialist, but someone who understands signals, platforms, moments and how channels work together

Scope of Role

• Audience activation logic
• PESO ecosystem planning
• Channel role definition
• Journey & moment mapping
• Budget allocation rationale
• Specialist briefing
• Integration of vertical plans
• Plan-level measurement & variance

Responsibilities

Core accountabilities

• Translate growth strategy into a connected media journey.
• Define how the growth audience is reached 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.
• Integrate vertical channel plans into one coherent plan.
• Ensure the plan ladders back to the JTBD and growth objective.
• Define plan-level measurement questions with the Measurement Lead.
• Own the plan-level implication of channel under- or over-delivery.

Seniority Levels

• Owns campaign-level ecosystem planning.

Qualifications

Experience requirements

• 3–6 years in integrated or communications planning.

Additional information

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.
• Journey / Moment Map- Defines moments, occasions, touchpoints and sequencing.
• Budget Allocation Logic - Explains why budget is allocated across channels.
• Specialist Briefing Pack- Gives 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 - Growth Media Strategist - Specialist Briefing Pack
• Measurement Lead - Strategy / plan inputs -Plan-level KPI questions
• Buying Ops - Client-approved plan - Booking-ready plan
• Client Lead / Strategist - Channel Specialists - Integrated media plan
• PCA team - Measurement Lead - Plan-level learnings

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 variance

What this role is NOT accountable for

• Building every detailed vertical channel plan personally.
• Being TV, OOH, search, social and programmatic specialist at once.
• Loading plans into billing systems.
• Supplier invoice reconciliation or vendor onboarding.
• Tagging and trafficking campaigns.
• Producing raw dashboards.

AI competency expectation

Tier 3 · Transformative

Audience and signal translation is exactly the kind of synthesis work AI should be reshaping — this role should be redesigning the planning process, not just drafting it faster.

Required competencies

• Communications planning - Translate strategy into ecosystem architecture.
• Audience activation - Convert growth audiences into channel and platform logic.
• Channel understanding- Strong grasp of ATL, digital, social, commerce and performance.
• 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.

How performance is measured

Ecosystem quality - Strength of PESO plan and channel role clarity

Specialist handoff - Reduction in rework due to unclear briefs

Plan integration - Quality of the final integrated media plan.

Audience activation - 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.

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