Director, ATL Media & Connections Planning

We are looking for a world-class, strategic and results-focused individual who brings a track record of success in transforming the way brands connect with customers across media. As the Intl. Director, ATL Media & Connections Planning, you will oversee the media strategy and planning for all HelloFresh Group brands with a channel-agnostic view on effective brand building. You will manage a substantial budget for 16 markets across traditional ATL channels and online reach channels (digital & linear TV, Video, OOH, Print, Radio, Podcasts) and be responsible for ensuring that our brands reach people in the most effective and impactful ways and leave lasting and meaningful brand impressions.

Reporting to our Vice President of Brand Strategy and Marketing, you will spearhead both strategy and execution to optimize a large marketing budget against defined ROI/ROAS and brand goals. You will also play a pivotal role in communications planning — shaping how our brand narratives are brought to life cohesively across paid, earned, and owned channels — and in connections planning, ensuring we meet consumers where they are, with the right message, at the right time, on the right platform. You will partner closely with the in-house online marketing and cross-functional teams to optimize our integrated marketing mix. Along with a team of 3 Senior Managers, and our Media Agency partner, you will build the centre of excellence for local market teams in integrated comms planning and ATL media buying.

You will:

• Be a thought leader and expert in Media Planning, Media Buying, and Communications Planning


• Build our media strategy across our portfolio of brands (core brand and verticals) and international markets (UK, IE, DACH, BENELUX, FR, SE, DK, NO, ANZ, IT, ES)


• Develop channel-agnostic connections strategies that unify brand messaging across ATL, digital, social, experiential, and emerging platforms, informed by consumer journey insights


• Champion media innovation and a mindset of test and learn, to ensure we continually innovate the way we reach our audiences


• Lead the development of audience-first, insight-led communications frameworks that align creative, media, and messaging across touchpoints


• Collaborate closely with creative teams, brand strategy, CRM, social, performance marketing, and media agency partners to ensure seamless activation of full-funnel, integrated campaigns


• Build, lead, and develop a team of highly-capable media buyers, planners, and connections strategists, while contributing to our authentic, inclusive, and performance-driven culture


• Utilize data-driven methodology, analysis, and measurement to improve effectiveness and efficiency of our performance channels


• Evolve our measurement frameworks for brand building media and longer term impact channels to ensure effective ROI/ROAS in partnership with our Analytics and Data Science teams


• Lead and guide translation of brand goals to the brand strategy and activation teams, and media partners


• Own campaign management and reporting, including in-depth analytics of ROI and Brand health metrics


• Ensure consumer and cultural insight are embedded in all planning, and lead cross-channel orchestration that balances short- and long-term brand objectives

You are:

• A cross-channel media strategist with a strong understanding of how media, messaging, and moments intersect to drive brand and business outcomes


• Innovative & solutions-oriented — developing new ways of approaching complex problems, and proactively seeking input from peers and leaders in problem solving


• Able to cultivate high-performing teams, leading with vision and exhibiting a willingness to immerse yourself in intricate details without hesitation


• Able to collaborate across multiple teams, working in a fast-paced and matrix organization


• An excellent communicator, able to interact with Marketing Leadership and C-suite to explain the strategy and commercial impact of your budget


• Proactive and find enjoyment in generating fresh ideas, while also possessing the capability to articulate the rationale behind them


• Intellectually curious and data centric, looking for ways to continually refine your own understanding and unearth new insight

You have:

• A Bachelor’s degree with a strong academic record and/or proven relevant experience in a brand marketing or media planning role


• 10+ years of experience directly managing marketing campaigns at an annual multi-million Euro media budget


• Strong analytical skills, with the ability to use data to optimize performance frequently


• Deep experience in connections planning and communications strategy with a track record of building channel-agnostic brand campaigns that drive measurable impact


• A strong understanding of advertising, targeting, and marketing technology in the ATL space, including cross-channel orchestration


• A deep understanding of testing frameworks to optimise media mixes (e.g. geo lift incrementality tests, brand lift studies)


• Experience with marketing measurement and analytical models such as MMM 


• The ability to write concise, clear, and data-driven strategies in a narrative format 


• Strong written and verbal communication skills in English language, with the ability to influence senior stakeholders and cross-functional teams