Associate Director，OOH

An Associate Director at GroupM focuses on overseeing OOH media planning and buying, optimizing strategies to ensure brand KPIs are met, and maintaining healthy relationships with stakeholders and media vendors. They play a key role in daily media operations and are responsible for ensuring that all processes align with brand expectations.

To be considered for the Associate Director role at GroupM, candidates should possess at least 6 years of experience in Media or related industries, particularly agency experience in OOH. Strong communication skills, attention to detail, and the ability to work under pressure are essential for success in this role.

In the initial months as an Associate Director at GroupM, you will focus on understanding OOH planning processes, building relationships with clients and stakeholders, and getting accustomed to the daily operations of media buying. You will also start to take responsibility for delivering campaigns.

The Associate Director role at GroupM is unique because it involves a mix of leadership, media strategy, and analytics—it's not just about buying media; it's about optimizing processes and building relationships to drive results for clients.

Candidates for the Associate Director role at GroupM should be familiar with various media tools such as CNRS, CODC, AD Power, Minder, Infosys, and MixReach, among others. Proficiency with these tools will assist in optimizing media planning and ensure effective reporting and analysis.

At GroupM, there are ample growth opportunities for an Associate Director, including taking on larger accounts, leading teams, and advancing into senior management roles. The dynamic environment at GroupM encourages continuous learning and development.

The culture at GroupM is collaborative and supportive, especially for those in an Associate Director role. The team values innovation, open communication, and professional development. You’ll find a friendly atmosphere that fosters creativity and teamwork.

To address an underperforming campaign, I would first analyze the metrics to identify the root causes. I would collaborate with the team to brainstorm adjustments, possibly refining the media strategy or targeting criteria, and then communicate those changes to stakeholders promptly.

I have over six years of experience in OOH media buying, where I managed campaigns from inception to completion. My role involved negotiating with vendors, analyzing campaign performance, and making data-driven decisions to optimize buy strategies.

To ensure media buying aligns with brand KPIs, I start by thoroughly understanding the brand’s objectives. I utilize media planning tools to track progress and adjust strategies as needed to stay within budget while meeting or exceeding the KPIs established for each campaign.

When managing multiple campaigns, I prioritize tasks based on urgency and impact. I maintain an organized workflow with clear deadlines, which allows me to allocate resources effectively and ensure all projects stay on track while keeping teams informed.

I have extensive experience negotiating with media vendors, where I emphasize building relationships to achieve favorable terms. I research market trends to strengthen my position during negotiations, ensuring that we get the best possible rates and placements.

In this role, I would prioritize open communication and establish regular check-ins to foster collaboration. My approach would involve soliciting input from team members, ensuring everyone is aligned on objectives, and creating an environment where creative ideas can flourish.

To conduct a post-buy analysis, I collect data on campaign performance metrics and compare them against the original KPIs. I then analyze the effectiveness of different placements and strategies to draw insights for future campaigns, documenting successful tactics and areas for improvement.

I stay updated with the latest trends in OOH media by regularly participating in industry webinars, reading related publications, and networking with professionals in the field. Staying attuned to emerging technologies and strategies helps me keep my campaigns innovative.

In a previous role, I managed a campaign for a major brand launch that involved strategic OOH placements in high-traffic areas. By leveraging data analytics for targeted placements and optimizing mid-campaign, we exceeded reach goals by 20% while staying under budget.

An Associate Director in OOH media should possess strong analytical abilities, excellent communication skills, and negotiation proficiency. Additionally, a proactive mindset and the ability to work under pressure will greatly enhance the effectiveness in this role.