Key Responsibilities:

1. Full-Funnel Media Strategy Development

• Develop comprehensive full-funnel media strategies tailored to Nike’s business objectives, spanning awareness, consideration, and conversion stages.

• Craft integrated media plans that align with campaign goals, incorporating traditional, digital, and experiential channels to deliver maximum impact.

• Provide guidance on channel selection, creative formats, and tactical execution to ensure cohesive and effective communication strategies.

2. Competitive Review & Insights

• Drive comprehensive competitive reviews every season/quarter, analyzing competitors’ media activities, seasonal big moments, and emerging trends.

• Identify actionable insights and implications from these reviews to inform Nike’s marketing strategies and maintain its competitive edge.

• Collaborate with internal teams to translate competitive learnings into proactive recommendations for upcoming campaigns.

3. Insights-Driven Innovation

• Analyze consumer behavior, cultural trends, and platform-specific insights to inform media strategies.

• Translate data, past campaign learnings, and media measurement metrics (e.g., reach, frequency, engagement) into actionable recommendations that enhance campaign effectiveness.

• Stay ahead of industry trends, competitors’ activities, and emerging technologies to identify new opportunities that inform Nike’s marketing decisions and drive quarterly growth.

4. Collaboration & Execution

• Work closely with planning teams, data specialists, and other internal stakeholders to ensure seamless execution of strategies.

• Collaborate with planning teams to align messaging and storytelling across all touchpoints, ensuring consistency and resonance with Nike’s target audience.

5. Leadership & Capability Building

• Elevate strategic thinking across planning team, ensuring that media strategies are aligned with Nike’s business objectives and reflect the broader impact of media on business outcomes.

• Learn and adopt the usage of the WPP’s planning framework and tools, and encourage consistent adoption across all projects with the planning team.

• Foster a culture of innovation, encouraging the team to push boundaries and experiment with new ideas and tactics.

Qualifications:

Experience & Expertise

• 8+ years of experience in media planning, communications strategy, or brand marketing, with a strong focus on the China market.

• Proven track record of developing and executing successful media strategies for high-profile brands, ideally in sports, lifestyle, or youth-oriented categories.

• Strong knowledge of China’s media ecosystem, including platform capabilities, consumer behaviors, and cultural nuances.

• Deep understanding of media measurement metrics (e.g., reach, frequency, GRPs, ROI) and their application in evaluating and optimizing campaigns.

• Experience conducting competitive analysis and deriving actionable insights from competitor activities and market trends.

• Demonstrated ability to interpret and respond to client briefs, translating them into actionable and innovative media strategies.

Skills & Competencies

• Strategic Thinking: Ability to bridge media planning fundamentals with innovative, forward-thinking strategies that address both short-term campaign needs and long-term brand growth.

• Creative & Innovative: A flair for generating fresh ideas and solutions that resonate with audiences and elevate campaign performance.

• Data-Driven Decision Making: Proficiency in analyzing data and turning insights into compelling strategies.

• Cultural Fluency: Strong understanding of Chinese culture, sports trends, and how they intersect with media consumption habits.

• Collaboration: Exceptional interpersonal skills, with the ability to work seamlessly across teams and influence key stakeholders.

• Capability Building: Ability to teach and inspire others by sharing knowledge of planning frameworks, tools, and methodologies, while fostering a culture of continuous learning.

Personal Attributes

• Passion for sports, media, and innovation, with a finger on the pulse of culture and technology.

• Resilient, adaptable, and comfortable working in a fast-paced environment.

• Fluent in Mandarin and English, with excellent written and verbal communication skills in both languages, particularly the ability to craft media strategies directly in English (not relying on translation).