Senior Vice President Media, Planning

Senior Vice President Performance Media, Planning in New York, New York, United States of America.

Agency: Critical Mass

Job Function: Media

Job Subfunction: Media Planning and Buying

Job Description: Critical Mass is hiring a Senior Vice President (SVP)
Performance Media,Planning to join our growing team. As the SVP Performance Media,Planning, you will architect the overarching investment, audience, and channel allocation strategies across a high-impact client portfolio. You translate complex client business goals into highly accountable, cross-channel media blueprints byleveragingproprietary holding company data networks, identity graphs, and AI-driven planning engines. You must ensure client media investments are mathematically structured to maximize performance, build future-proof data assets, and meet the agency's commercial margin targets.

You will:

• Lead upstream planning:
  Own the end-to-end strategic planning process,determiningtheoptimalmix of performance capital across Search, Social, Programmatic, Commerce, and Emerging Channels
• Build algorithmic media models:
  
  Utilize predictive AI tools and machine learning engines within the holding company network to simulate spend scenarios, forecasting business outcomes (e.g., CAC, LTV, revenue) based on shifting investment levels
• Manage budget governance:
  Oversee client portfolio planning allocations, ensuring rigorous financial controls, pacing compliance, and real-time automated reallocations based on performance signals
• Leverage Hold Cotechnology  stacks:
  Serve as the expert champion for the holding company’s proprietary data and identity infrastructure (e.g., WPP’s Choreograph, Publicis’ Epsilon, Omnicom’s Omni), integrating these ecosystems into daily planning work products
• Define addressable audience planning:
  Lead the creation of precision target segments by onboarding client first-party data into secure clean rooms (e.g., Snowflake,Info Sum) and mapping them against global identity graphs
• Deploy future-proof measurement:
  Design planning frameworks rooted in unified measurement, combining next-generation Media Mix Modeling (MMM), privacy-safe clean room analytics, and rigorous, continuous incrementality testing
• Navigate identity deprecation:
  Architect cookie-less targeting and alternative tracking strategies to ensure media plansremainresilient against signal loss and evolving global privacy regulations
• Advise senior client leaders:
  Serve as the strategic architect and trusted advisor to Fortune 100 CMOs and financial planning teams, clearly justifying media plans using rigorous commercial data and tech capabilities
• Drive tech-forward growth:
  Lead the performance planning and data-identity narrative for high-value new business pitches,demonstrating how the agency's technology stack drives superior client profitability
• Protect agency margins:
  Manage internal planning team resources, ensuring scope alignment, software/data tool utilization, billable efficiency, and operational profitability across all client accounts

You have:

• Experience:
  
  15+ years of progressive leadership within a major media holding company network (e.g., GroupM, Publicis Groupe, Omnicom Media Group, IPG, Dentsu) or a data-centric management consultancy, with a heavy emphasis on enterprise-level media planning
• Technology & Data Mastery:
  Deep operational familiarity with proprietary holding company data networks, enterprise data clean rooms, and identity resolutions graphs
• Planning Expertise:
  Advanced mastery of quantitative planning tools, audience syndication platforms, and predictive modeling software to build data-backed channel allocation recommendations
• Financial Acumen:
  Proven experience building media investment forecasting models, managing complex client P&Ls, and presenting…