Gap Inc.
Senior Director, Channel Planner - Gap
Gap Inc., San Francisco, California, United States, 94199
About the Role
The Senior Director, Channel Planner is responsible for translating brand strategy and media briefs into omnichannel media strategies for Gap. As the key connection point between the brand team and the centralized media organization, you will lead a team responsible for delivering best-in-class channel planning for the Gap brand. Reporting into the centralized Media Shared Services organization, you and your team will serve as embedded resources within the Gap brand leveraging a deep understanding of holistic media planning to inform strategy, provide best practices, and guide the execution of Gap’s media strategy. As the resident expert on channel mix and integrated planning, you will share channel-specific insights, learnings, and best practices with counterparts across the Gap Inc. portfolio, enabling greater efficiency and cross-brand collaboration. This role is part of a new approach for Gap Inc. and you will be at the forefront of our effort to move toward a more full-funnel approach that creates long-term brand value while achieving business objectives. What You'll Do
Lead the omnichannel media planning and execution process for Gap, translating brand teams’ priorities into actionable media approaches and leveraging deep expertise on media effectiveness and evolving trends Function as the key point of interface between Gap brand team and the Media Shared Services team, providing relevant insights during brand planning and owning the translation of brand strategy/brief into media plan for briefing of agency teams Cultivate comprehensive knowledge and understanding of Gap brand goals, business, and consumers to ensure that media strategies are completely aligned with brand strategy Establish proxy metrics for all campaigns incorporating business, marketing, and financial objectives into holistic KPIs Drive Media Mix and outlet recommendations against stated brand goals, working within budget guidelines and/or making optimal spend recommendations Advise Media Agency planning team, ensuring granular media plans align to media mix and outline recommendations Serve as main point of contact with Media Channel Activation team, collecting and incorporating recommendations on specific channel vehicles and communicating opportunities for new product offerings or value adds from various media channels Approve optimizations and tactic adjustments to campaigns with a holisitc understanding of campaign performance Liaise with the Measurement and Interpretation team to set clear and measurable goals for media plans and to evaluate media effectiveness, incorporating insights and learnings into future campaigns Who You Are
10+ years marketing experience with 7+ years experience planning and executing omnichannel full funnel media 5+ years of experience managing teams, with a proven track record of collaborative leadership, coalition building, and driving unity among disparate teams Extensive experience translating brand strategy into executable and scalable full-funnel media approaches Deep knowledge of media channels, full-funnel media strategy & activation, and current industry trends Experience partnering with Marketing leadership to directly influence outcomes in a matrixed environment Exceptional communication and interpersonal skills, with the ability to collaborate and drive consensus across multiple teams and functions Change agent and motivator, with the ability to build bottoms-up teams and approaches, and foster positive culture change at Gap Entrepreneurial spirit with the ability to work through ambiguity, transform enterprise-wide ways of working, and infuse strategic thinking across levels
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The Senior Director, Channel Planner is responsible for translating brand strategy and media briefs into omnichannel media strategies for Gap. As the key connection point between the brand team and the centralized media organization, you will lead a team responsible for delivering best-in-class channel planning for the Gap brand. Reporting into the centralized Media Shared Services organization, you and your team will serve as embedded resources within the Gap brand leveraging a deep understanding of holistic media planning to inform strategy, provide best practices, and guide the execution of Gap’s media strategy. As the resident expert on channel mix and integrated planning, you will share channel-specific insights, learnings, and best practices with counterparts across the Gap Inc. portfolio, enabling greater efficiency and cross-brand collaboration. This role is part of a new approach for Gap Inc. and you will be at the forefront of our effort to move toward a more full-funnel approach that creates long-term brand value while achieving business objectives. What You'll Do
Lead the omnichannel media planning and execution process for Gap, translating brand teams’ priorities into actionable media approaches and leveraging deep expertise on media effectiveness and evolving trends Function as the key point of interface between Gap brand team and the Media Shared Services team, providing relevant insights during brand planning and owning the translation of brand strategy/brief into media plan for briefing of agency teams Cultivate comprehensive knowledge and understanding of Gap brand goals, business, and consumers to ensure that media strategies are completely aligned with brand strategy Establish proxy metrics for all campaigns incorporating business, marketing, and financial objectives into holistic KPIs Drive Media Mix and outlet recommendations against stated brand goals, working within budget guidelines and/or making optimal spend recommendations Advise Media Agency planning team, ensuring granular media plans align to media mix and outline recommendations Serve as main point of contact with Media Channel Activation team, collecting and incorporating recommendations on specific channel vehicles and communicating opportunities for new product offerings or value adds from various media channels Approve optimizations and tactic adjustments to campaigns with a holisitc understanding of campaign performance Liaise with the Measurement and Interpretation team to set clear and measurable goals for media plans and to evaluate media effectiveness, incorporating insights and learnings into future campaigns Who You Are
10+ years marketing experience with 7+ years experience planning and executing omnichannel full funnel media 5+ years of experience managing teams, with a proven track record of collaborative leadership, coalition building, and driving unity among disparate teams Extensive experience translating brand strategy into executable and scalable full-funnel media approaches Deep knowledge of media channels, full-funnel media strategy & activation, and current industry trends Experience partnering with Marketing leadership to directly influence outcomes in a matrixed environment Exceptional communication and interpersonal skills, with the ability to collaborate and drive consensus across multiple teams and functions Change agent and motivator, with the ability to build bottoms-up teams and approaches, and foster positive culture change at Gap Entrepreneurial spirit with the ability to work through ambiguity, transform enterprise-wide ways of working, and infuse strategic thinking across levels
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