Planner ATL
Core
Develop and execute ATL advertising campaign strategies ensuring alignment between brand objectives, creative messaging, and mass media channels.
Role type
Senior ATL Planner
Builds
Mass media advertising campaigns (TV, radio, press, OOH, cinema)
Domain
Advertising / Marketing
Required skills
ATL strategy development, consumer insights analysis, mass media channel selection, campaign implementation, KPI tracking (reach, frequency, TRPs), strategic reporting, cross-functional collaboration with creative and digital teams
Preferred skills
Knowledge of new media formats and innovative channel placements
Technologies
GRPs, TRPs, OOH, TV, Radio, Press, Cinema
Responsibilities
Develop ATL communication strategy based on consumer insights and business objectives; Analyze market data, trends, and competitor behavior; Collaborate with creative teams on campaign concepts; Select appropriate mass media channels; Implement approved ATL campaigns; Monitor campaign execution and KPIs; Prepare strategic presentations and performance reports; Ensure brand message consistency across ATL touchpoints; Stay updated on new media locations and formats
Seniority
Senior, hands-on IC