Media Strategy & Effectiveness Lead

Job Purpose

The Media Strategy & Effectiveness Lead is responsible for evaluating media investment performance and supporting evidence-based media planning and budget decisions. The role integrates business, consumer and media data to systematically review campaign media investment and extract actionable insights. It objectively assesses the impact of investment across media channels, identifies opportunities for optimization, and analyzes how media variables influence consumer behavior.

Key Responsibilities

•Conduct post-buy reviews of media campaigns using internal media delivery, performance and investment data. The post-buy review is separate from the campaign review and the negotiation review.

•Conduct city-level media performance analysis to evaluate local investment effectiveness and support decisions on geographic media allocation.

•Validate media budgets and spending against plans in collaboration with the Media Planning teams and relevant business stakeholders.

•Work with the frameworks to assess the sales contribution and user contribution of each campaign.

•Support consistent evaluation of media performance across channels, including media, e-commerce and platform investment, by aligning definitions, measurement principles and reporting standards.

•Translate findings into practical recommendations for future media planning and execution.

•Develop, maintain and update media campaign playbooks for use by the Media Planning teams.

•Work with the business insights and Data teams to obtain and validate data and improve the reliability of media performance reporting.

•Prepare clear reports and presentations on media effectiveness and key recommendations for management.

Qualifications and Experience

•8 or more years of relevant experience in media effectiveness, marketing analytics, consumer insights or marketing measurement, at a brand, agency or consultancy.

•Hands-on experience in data analysis and the practical application of a range of forecasting and predictive models.

•Proficiency in Excel and PowerPoint, and experience using AI tools to improve the quality and speed of work.

•Ability to translate analysis into clear recommendations for planners and business leaders.

•Experience in QSR, retail or FMCG is an advantage.

•Strong written and verbal communication skills in Mandarin Chinese and English.