Job Specifications
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
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
The Vice President (VP), International Media Planning & Insights, for the Airbnb account at [Essencemediacom, a WPP Media Company], is a pivotal leadership role designed to accelerate Airbnb's international growth by championing a market-first approach to media planning and activation. This individual will serve as the senior media agency partner to Airbnb's International Media Director and regional teams, acting as a single conduit to connect, synthesize, and represent the unique voice, needs, and opportunities of Airbnb's diverse international markets back to the central strategy.
This role is critical in evolving Airbnb's marketing model beyond a legacy global top-down approach, fostering greater autonomy for markets, and ensuring that media strategies are deeply nuanced, locally relevant, and deliver best-in-class results for the Homes business, new revenue from Experiences and Services, and overall international expansion.
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Key Responsibilities
Market-First Strategic Partnership & Support:
Serve as the senior media agency partner to Airbnb's International Media Director, deeply embedding in market priorities, challenges, opportunities, and solutions.
Provide an essential ex-US perspective on Airbnb Media around the world, ensuring global strategies are informed by diverse regional realities.
Act as a connector, bringing together media results, insights, and overarching themes across regions to identify patterns and best practices.
Develop Media POVs that specifically support International opportunities, such as the case for unique ad formats, views on optimal data partners, and the evolution of Airbnb's Below-The-Line (BTL) approach.
Provide ad hoc support to troubleshoot media challenges within EM as required, supporting both Guest and Host initiatives.
Voice Of Market Media Into The Center
Be the primary EM voice representing the international markets for central Media strategy development.
Ensure that when building global strategies, market nuances are thoroughly represented, ensuring a truly global and effective view.
Connect regional marketing teams and represent their perspectives in central media conversations and considerations.
Expert In Regional Media & Planning
Support regional EM teams in the development of media plans and processes that directly support Regional marketing goals.
Collaborate with the EM Strategy lead on the development of 3-year local marketing plans, ensuring media strategies align with long-term regional objectives.
Understand specific market priorities and proactively bring forward media opportunities that support them.
Provide expertise and support for specific local media partners (e.g., RedNote, WeChat, Naver, and others), advocating for their strategic inclusion where relevant.
Media Results, Learnings & Best Practice Sharing
Consolidate and synthesize media results and learnings across markets (e.g., M13 media learnings, Local Programs learnings) to identify higher-level themes and evolve the BTL approach.
Actively share learnings and best practices across all international markets to foster continuous improvement and efficiency.
ROW (Rest Of World) Expansion Leadership
Run the ROW expansion brief within EM, designing the digital-first Media Operating System (OS) and its application as Airbnb expands marketing into new markets.
Support in building a comprehensive Media activation playbook specifically for ROW Expansion.
Support in onboarding new regional EM teams to the established Airbnb media approach and best practices.
Local Programs Coordination
Coordinate Airbnb's unique market Marketing Programs ("Local Programs") across the world, providing a single viewpoint for media plans supporting these initiatives.
Roll up results across markets for international insight and perspective on Local Programs.
Support Regional Marketing on 3-year Marketing plans r
About the Company
Media is changing. So are we.
We are WPP's global media collective, built for the AI era.
We bring the best platform, people, and partners together to create innovative solutions that deliver unparalleled growth for brands - in every market, every day.
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