EMEA & APAC Media Strategy & Planning Lead

UK | Hybrid

Iconic Global Consumer Wellness Brand

Own the media agenda across EMEA and APAC for an iconic global wellness brand undergoing significant transformation and growth.

tml Partners is partnering with a globally recognised consumer wellness business to appoint an EMEA & APAC Media Strategy & Planning Lead, reporting directly to its Global & North America Head of Media.

This is a role for a genuine media specialist.

You’ll translate global brand and business priorities into effective regional and local media strategies, working closely with Marketing teams and agency partners to ensure plans are executed successfully in-market.

You'll also be expected to challenge.

Markets won't always agree with global direction. Agencies won't always get it right. You’ll need the media expertise and commercial judgement to know where consistency matters, when local nuance is genuinely required, and when to challenge a recommendation.

This is not primarily a content creation or campaign project-management role. Dedicated creative and content capabilities are already in place. Your focus will be on the media thinking: connecting audience planning, investment, activation, and measurement with the wider brand and commercial agenda.

What you'll own

• Lead media strategy and annual planning across EMEA and APAC, translating global priorities into actionable regional and local market plans.
• Act as the media subject-matter expert for regional and local Marketing teams, bringing market insight and learning back into global planning.
• Lead and challenge media agency partners, setting clear expectations around strategic quality, performance, and accountability. Partner with the Global Head of Media on agency scopes, resourcing, fees, and ways of working.
• Ensure media investment supports commercial and brand objectives, making informed decisions across markets and channels.
• Use MMM/econometrics, campaign measurement, brand lift, and performance data to improve effectiveness, guide investment, and drive ROI.
• Build a strong test-and-learn agenda, sharing insights and best practices between markets.
• Develop media frameworks, playbooks, and more consistent ways of working across global teams, local markets, and agencies.
• Partner closely with Brand, Creative, Ecommerce, Retail, Commercial, and Analytics teams to ensure joined-up planning and execution.
• Stay close enough to execution to identify problems, challenge assumptions, and intervene when required. The global media organisation has been built around connecting media investment with commercial outcomes while maintaining alignment between global direction and market execution.

What we're looking for

You will bring deep media strategy and planning expertise across brand and performance channels. You may have started your career within a major media agency before moving client-side, although we are open to different career routes.

You’ll need to demonstrate:

• Significant experience developing and leading integrated media strategies across multiple European markets, with the ability to work effectively across a wider international remit.
• Strong media agency leadership, including the confidence to interrogate strategic recommendations, challenge investment decisions and hold partners accountable.
• Experience managing meaningful media investment and optimisation, with a clear understanding of how channel and budget decisions support brand and commercial objectives.
• Strong marketing effectiveness capability, including MMM/econometrics, brand lift and performance measurement.
• A rounded understanding of modern media across digital, social, video, broadcast, programmatic and emerging channels.
• Ecommerce and retail media experience, alongside broader brand-building and performance media expertise.
• The ability to influence regional and local Marketing leaders, constructively challenge senior stakeholders and create alignment without relying on direct authority.
• The confidence to operate autonomously, build effective relationships across markets and bring clarity to a complex global-to-local environment.

Consumer goods experience is preferred, particularly consumer health, personal care, beauty, wellness or FMCG, although we will consider exceptional media leaders from other relevant consumer categories.

You’ll be collaborative, commercially minded and comfortable operating at pace. Experience within an entrepreneurial, challenger or PE-backed environment would be advantageous, particularly if you enjoy building structure and capability rather than inheriting a finished operating model.

If you're a media strategist who enjoys building, challenging and making strategy work in the real world, we’d welcome a conversation.

tml Partners is an equal opportunity employer and places a high value on the strength diverse talent brings. We are open to all talent and ensure all candidates receive equal consideration for employment. We do not discriminate on the basis of any protected characteristic, including age, disability, gender reassignment, marriage and civil partnership, pregnancy and maternity, race, religion or belief, sex, and sexual orientation, or any other attribute protected under applicable law. In accordance with applicable law, we make reasonable accommodations for applicants’ and employees’ religious practices and beliefs, as well as any mental health or physical disability needs.

We wish you the best of luck with your search.

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