Director Data Analysis

About WPP Media

WPP is the creative transformation company. We use the power of creativity to build better futures for our people, planet, clients and communities. For more information, visit wpp.com.

WPP Media is WPP's global media collective. In a world where media is everywhere and in everything, we bring the best platform, people, and partners together to create limitless opportunities for growth. For more information, visit wppmedia.com

At WPP Media, we believe in the power of our culture and our people. It's what elevates us to deliver exceptional experiences for both our clients and each other. In this role it will be critical to embrace WPP & WPP Media's shared core values:

Be

Extraordinary

by Leading Collectively to Inspire transformational Creativity.

Create an

Open

environment by Balancing People and Client Experiences by Cultivating Trust.

Lead

Optimistically

by Championing Growth and Development to Mobilize the Enterprise.

About EssenceMediacom: A Leading WPP Media Brand

EssenceMediacom is a new breed of media agency. Grounded in analytics & insights and powered by data & technology, we believe in the power of media and creative to drive breakthroughs for the world's best brands. We help clients understand the modern marketing paradox and discover the breakthroughs brands need to win with their consumers. We are designed for the new communications economy — built on data & technology, built for people & algorithms, built around diverse schools of thought, built to test & learn at scale, and, crucially, built to evolve.

Role Summary and Impact

We are seeking an innovative and highly experienced Director, Media Strategy & Planning to lead and optimize Airbnb's media efforts across the vibrant Mexican market. This pivotal role will be responsible for developing, executing, and measuring sophisticated media strategies that drive brand awareness, consideration, and conversion for both guests and hosts, ensuring our campaigns resonate deeply within the local culture.

The ideal candidate will possess a profound understanding of the Mexican media landscape, including digital, traditional, and emerging channels, coupled with a proven track record of managing significant media budgets and delivering exceptional ROI. You will be a strategic leader, adept at leveraging data and insights to inform media decisions and will work closely with cross-functional as well as external media agencies, to achieve brand targets in Mexico.

Strategic Media Vision & Roadmap:

Develop and own the comprehensive media strategy for Airbnb in Mexico, aligning with global brand guidelines and local market opportunities and challenges.

Identify key audience segments (guests and hosts) and define optimal media channels, tactics, and investment allocation to achieve marketing objectives (e.g., brand awareness, direct response, host acquisition).

Continuously monitor the Mexican media landscape, consumer media consumption trends, competitive media spend, and ad tech innovations to adapt strategies proactively.

Media Planning, Buying & Optimization:

Oversee the end-to-end media planning across all channels (digital – search, social, programmatic, video; traditional – TV, OOH, radio; partnerships) for the Mexican market.

Manage and optimize a significant media budget, ensuring efficient spend and maximum impact towards defined KPIs (e.g., ROAS, CPC, CPA, CTR, reach, frequency, brand lift).

Lead the relationship with external media agencies, providing clear strategic direction, managing performance, and fostering innovation.

Implement robust A/B testing frameworks and learning agendas to continuously improve campaign performance and media effectiveness.

Cross-Functional Leadership & Alignment:

Serve as the primary media expert and strategic partner to the broader Marketing team in Mexico and global counterparts.

Collaborate closely with Creative teams to ensure media plans enable compelling and culturally relevant ad executions.

Partner with Data Science and Analytics teams to develop sophisticated measurement models and attribution frameworks.

Performance Monitoring & Reporting:

Establish clear KPIs and reporting frameworks for all media campaigns in Mexico.

Regularly analyze and report on media performance, providing actionable insights and recommendations to optimize future campaigns.

Identify and implement opportunities for media mix modeling and ongoing optimization to drive efficiency and effectiveness.

Skills and Experience

10+ years of progressive experience in media planning, media buying, performance marketing, and media strategy, with a significant portion focused on the Mexican market.

Minimum 5 years in a leadership role, managin