Growth Media Strategist

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

Reports to

Strategy Director 

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Client Lead,Journey Planning Lead

Role purpose

Owns the strategic media answer: where growth will come from, what audience or behaviour must change, what JTBD media must solve, and what principles guide the response. Value is in growth logic, category interpretation, competitive understanding and audience prioritisation — not channel planPning or buying.

Scope of role

• Strategic brief interpretation
• Category & competitive analysis
• Growth source definition
• JTBD refinement
• Strategic audience hypothesis
• Strategic media principles
• Strategic KPI logic
• PCA growth interpretation

Responsibilities

Core accountabilities

• Interpret the client brief into a clear media growth challenge.
• Understand category dynamics, competition, brand position and consumer behaviour.
• Define the source of growth: recruit, switch, retain, increase frequency, trade-up or cross-sell.
• Define the strategic audience hypothesis.
• Define the role media must play in solving the business problem.
• Provide the Journey Planner with clear strategic direction.
• Define strategic KPI logic before planning begins.
• Identify strategic implications from PCA for future campaigns.

Mandatory artifacts owned
• Strategic Brief Interpretation
Converts the client brief into a strategic media challenge.

• Growth Strategy Canvas
Defines source of growth, JTBD, behaviour change and strategic focus.

• Category & Competitive Read
Summarises market, competitor and consumer implications.

• Growth Audience Hypothesis
Identifies the audience from which growth is expected.

• Strategic KPI Logic
Defines which strategic KPIs matter and why.

• Strategic PCA Implications
Captures what results mean for future strategy.

Decision rights

• Growth source logic
• Strategic JTBD interpretation
• Strategic audience prioritisation
• Media strategy principles
• Strategic KPI rationale
• Strategic implications from PCA

What this role is NOT accountable for

• Building detailed TV, OOH, search, social or programmatic schedules.
• Negotiating with media owners.
• Loading plans into systems.
• Chasing creative assets.
• Reconciling invoices or trafficking campaigns.
• Producing routine weekly reports.

Qualifications

Required competencies

• 3–6 years leading strategy for major campaigns or clients.

• Strategic thinking
Connect business problems to media opportunities.

• Category understanding
Interpret market, consumer and competitor dynamics.

• Audience thinking
Define growth audiences and behaviour change.

• Data interpretation
Use research and audience data to support strategy.

• Storytelling
Articulate the strategic answer clearly.

• Cross-functional leadership
Guide planners and specialists without doing their roles.

• Measurement logic
Define strategic KPIs and success criteria.