Senior Vice President Performance Media, Planning

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 by leveraging proprietary 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, determining the optimal mix 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 HoldCo technology 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, InfoSum) 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 plans remain resilient 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 technical business cases to corporate procurement and finance leaders  $225,000-$250,000

Omnicom’s policy requires employees to work in the office for a minimum of three days a week, unless additional in-office days are directed by their agency or manager. Our objective is to increase this requirement over time, and many of our agencies as well as Omnicom’s corporate group already require five days of in-office attendance.

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