What are the responsibilities and job description for the Channel Planning Director position at Billion Dollar Boy Limited?

The Role

The role of the channel planning team is to provide the direction for how clients can win through the selection of channels, formats and behaviours to produce highly effective communication that works.

The Channel Strategy Director has significant experience in devising effective communications plans that deliver against client objectives with robust evidence based rationale.

A successful candidate will need to combine strategic media thinking with a hands on approach to execute on high-impact and highly effective work.

Responsibilities :

Devise the channel planning approach on Responses to Briefs that shift the needle on effectiveness for our clients.
Ensure work is aligned to deliver against the client brief and ladder back to strategic recommendation.
Demonstrate what it takes to achieve the objective in terms of budget and volume of activity (paid or organic) - How does the client win with the budget they’ve got?
Set out the core communications tasks and phasing in clear frameworks that ladder back to the client objectives.
Set out clear audience and targeting considerations as well as the most relevant contextual opportunities for us to show up in.
Set out clear and inspiring recommendations that show what creator-led marketing can achieve with the right channel approach with compelling choices to be made in each platform.
Show the campaign ecosystem across paid, owned, earned, showing how the communications pillars interact and complement each other.
Set out the detail in terms of format recommendations and innovation opportunities for clients to leverage as part of the recommendation.
Demonstrate a clear pathway to measuring success across channels.
Be the torchbearer of campaign effectiveness and join up with measurement solutions from the insight and analytics team.
Close the learning loop by recommending how to improve the next campaign in PCAs.
Ensure we are always learning from the work - set up hypotheses with the insight and analytics team to test during campaigns.
Total Connections Planning - Build 360 degree communications plans across paid, owned and earned media across both Influencer marketing and Creators in Advertising campaigns.
Primary proposal input and taking the lead on new business strategies for both organic and paid media planning recommendations.
Help lead the resource management of the team workload and freelancers where appropriate.
Act as a sounding board for the Senior Planners to run work past you and kick the tyres on potential approaches.
Help develop Thought leadership and strategic IP to create repeatable frameworks that enable better work and help win new business.

Skills and attributes :

Significant experience in channel planning with the ability to effectively orchestrate channel thinking across paid, owned and earned media.

Proven ability to devise bespoke and effective channel plans that meet client objectives and introduce new, practical approaches that find a better way to do things.

Established channel planning expertise - you know what targeting is required, what formats work best for different creative tasks and how to join up different parts of the plan in synergy.

Comprehensive understanding of influencer marketing and how paid strategies interact with organic approaches to maximise client outcomes.

Established expertise in coaching others, providing guidance and stimulating questions to improve the quality of the work.

Excellent communication and interpersonal skills.

About Billion Dollar Boy

Billion Dollar Boy (BDB) is a global creator agency, using industry-leading tech solutions to deliver integrated, creator-led advertising and end-to-end campaign management. Founded in 2014, Billion Dollar Boy was among the first global influencer agencies and now has offices in London, New York and New Orleans.

Since its inception, BDB has partnered with some of the world’s leading brands - including Heineken, King, Nintendo, PepsiCo and L’Oréal - connecting them with more than 10,000 vetted content creators.

BDB client campaigns have been awarded at the Cannes Lions, Influencer Marketing Awards, Webby Awards, Shortys, The Drum Awards and Adweek.

Our Culture

Our mission is to redefine advertising by reflecting culture through the voices of creators, where creativity is democratized, and technology is the driving force behind impact. We champion equity and inclusion, and believe that diversity sparks creativity, problem-solving, and well-being. Along with fostering these values, BDB is committed to being the most innovative creator marketing agency in the world through initiatives like FiveTwoNine and Muse.

Our Values

We believe one of the biggest issues advertising agencies face is reputational. Our vision is to change that by setting a new standard of advertising with a greater social purpose, where creativity is democratised, and technology drives efficiency and effectiveness.

Billion Dollar Boy has identified industry problems and potential solutions, leading to a set of Future Behaviours that should be adopted by every agency to positively change advertising as a whole :

Work with brands, but on behalf of people - Brands are clients, but agencies must prioritise people’s interests, educating brands on consumer importance and acting on behalf of the people.

Seek out less heard voices, act upon what they tell you - Diverse opinions and perspectives improve work and the world. Agencies must actively listen to and act on a broad range of voices.

Be fair to everyone, then you’ll have nothing to hide - Agencies should ensure objective and transparent reward structures to promote equality.

Treat your clients like friends and employees like best friends - Clients provide opportunities, but employees turn them into work. Agencies must prioritise employees' wellbeing.

Solve problems with a curious mind - Creativity involves original ideas. Agencies should explore unproven solutions and take risks for better outcomes, even if things aren’t broken.

Empower employees with a framework for freedom - Provide supportive structures without restrictions, allowing employees to make decisions and control their career progression within clear business parameters.

Equal Opportunities

We encourage employees to be open and confident and appreciate that every member of the team makes a vital difference.

Billion Dollar Boy embraces equality, diversity and inclusion and will seek to promote these benefits in all of our business activities.

When recruiting new employees or when affording our current employees with opportunities for promotion, it means that we will :

Recruit, develop and retain the most talented people, regardless of their background and make best use of their talents.

Not discriminate unlawfully against any person.

Select the best person for the job in terms of qualifications and abilities.

This sets out our approach to equal opportunities and the avoidance of discrimination at work.

A part of what we offer at BDB is a considerate suite of competitive benefits, which will be discussed with you throughout the interview process.

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