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Media Planner
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Four Seasons is powered by our people. We are a collective of individuals who crave to become better, to push ourselves to new heights and to treat each other as we wish to be treated in return. Our team members around the world create amazing experiences for our guests, residents, and partners through a commitment to luxury with genuine heart. We know that the best way to enable our people to deliver these exceptional guest experiences is through a world-class employee experience and company culture.
At Four Seasons, we believe in recognizing a familiar face, welcoming a new one and treating everyone we meet the way we would want to be treated ourselves. Whether you work with us, stay with us, live with us or discover with us, we believe our purpose is to create impressions that will stay with you for a lifetime. It comes from our belief that life is richer when we truly connect to the people and the world around us.
About the location:
Four Seasons Hotels and Resorts is a global, luxury hotel management company. We manage over 120 hotels and resorts and 50 private residences in 47 countries around the world and growing. Central to Four Seasons employee experience and social impact programming is the company's commitment to supporting cancer research, and the advancement of diversity, inclusion, equality and belonging at Four Seasons corporate offices and properties worldwide. At Four Seasons, we are powered by people and our culture enables everything we do.
Media Planner
The Media Planner will be an integral member of the Corporate Commercial Global Media team that builds the strategic media vision for Four Seasons Hotels and Resorts. Reporting to the Global Media Manager, the Media Planner will be responsible for research, strategy and planning across digital marketing initiatives.
A successful candidate will be responsible for supporting the Global Media strategy deriving insights, managing operations and supporting brand media activations. As part of this role, the successful candidate will manage internal and external stakeholders such as but not limited to digital media agencies, digital partners, brand marketing, insights and analytics.
Channels to be managed include but not limited to, search, social, display and video - executing a multi-channel integrated strategy and analysis. They will demonstrate deep subject matter expertise surrounding media channels, familiarity with campaign evaluation metrics as well as an analytical focus to derive insights for action.
What You'll Be Doing:
Campaign Plan, Performance and Optimizations
- Ability to support in optimizing ad campaigns in accordance with geographic exposure, time spans, frequency, and other audience-related aspects.
- Monitor performance of brand, regional and property paid media approaches based on respective KPIs.
- Use analytical tools across platform, web and MMM insights to decide how to optimize paid media recommendations.
- Monitor KPIs towards target audiences across plan.
- Aggregate all media plans across the Four Seasons enterprise.
Global Media Strategy and Innovation
- Translate marketing goals into actionable media plans, leveraging data-driven insights to optimize campaign performance on a global level.
- Support the development and implementation of the overall Four Seasons global media strategy aligning it with business objectives, ensure strategies are adaptable to changing market dynamics (local/international)
- Create innovation plan opportunities across Brand, Region and Property goals - tapping into new partners and technology through research.
- Bring Media Led-amplification opportunities for the Four Seasons enterprise, derive learning, share and re-apply across categories and across the region.
- Define and develop strategies for activations in line with creative, designed to drive optimal KPI's.
- Manage testing strategy based on best-in-class performance with goal of driving awareness and preference for the Hotel and Resort business in parallel to drive profitable revenue.
Stakeholder Management
- Develop relationships with stakeholders across brand, regional and property teams to support their media plan objectives.
- Work alongside Media Manager and agency teams to steward education, awareness, optimizations and updates to the media plan, this includes: search builds, social proposals and managing plan changes
- Engage partners across SEO, MetaSearch and OTAs as needed across the digital marketing strategy to provide insights to brand, regional and property stakeholders as needed.
Digital Operational Excellence
- Steward MediaTools aggregation with regional and brand stakeholders to ensure actualizations occur within media plans.
- Lead the QA and integration of search builds and social proposal documentation for brand, creative, regional and property teams.
- Support the digital process to download, format and analyze SEO, Invoca (Offline Call), MetaSearch and OTA reports to measure impact to respective goals.
- Support Media Manager in invoicing and financial workstreams.
Media Research, Analytics & Insights
- Collect and analyze data across syndicated and internal sources to develop areas of opportunities for paid media strategies and activations.
- Work alongside the Four Seasons Digital Performance, Brand and Guest Insights team to curate opportunities for brand and property strategies
- Monitor Global trends and work with agency partners to integrate into areas of execution.
- Ability to analyze data and provide themes to action against across paid media and digital performance (OTA, MetaSearch, Search, Social, Video, etc.)
What You Bring:
- College or University degree, preferably in a business or marketing/media communications program.
- A minimum of 2-3 years of progressive experience in an agency or client setting.
- Preferable experience in campaign management/optimization or digital media operations.
- Experience within the luxury and/or hospitality industry is a plus.
- Expertise with holistic media strategies and activation; connecting these to brand, media, consumer and performance goals.
- Strong analytical thinking with the ability to clearly communicate findings and solutions.
- A deep passion and understanding of the media landscape with an appetite for innovation.
- Ability to work in a fast-paced environment managing multiple stakeholders and priorities, balancing short- and long-term needs and implications.
- Support key media initiatives including brand media activations, digital marketing database management for SEO/Metasearch, derive insights from Google Trends and build social operation processes with the Media Manager.
- Outstanding resource and budget management skills
- Experience managing the strategy and articulation of media across internal & external stakeholders.
- Strong project management skills, able to conceive and implement projects on time and on budget.
- Media agency experience
- Experience with Adobe Analytics, Google Ads Manager, Google Analytics (GA/GA4), Meta Business Manager, SA360, DV360 a plus
Key Skills/Who You Are:
- Exceptional communication (written and verbal) and interpersonal skills required to support a diverse team of employees, consultants, and agencies.
- Ability to deliver key results in an environment with multiple tasks and time constraints.
- Passion for media innovation and new ideas.
- Insight to action through analytics, focused on Hospitality/flight patterns.
- Ability to think critically and evaluate best possible solutions and procedures.
- Able to work independently, solve problems, take initiative, and use good judgment.
- Well-organized, able to set priorities and be detail oriented.
This role will be a Hybrid working model, which will require 3 days per week in the Four Seasons Corporate Office located at 1165 Leslie Street, Toronto, Ontario #LI-Hybrid
Four Seasons is committed to providing employment accommodation in accordance with the Ontario Human Rights Code and the Accessibility for Ontarians with Disabilities Act. If contacted for an employment opportunity, please advise Human Resources if you require accommodation.
