VP, Strategy- Audience and Channel Planning

Job description

Canvas Worldwide dares to be the challenger the ad industry needs. Do you "Challenge the Comfortable?" Then you'll fit right in here at Canvas. Recognized as one of Ad Age's "Best Places to Work" for three consecutive years, Canvas Worldwide is an independent media agency committed to providing creative solutions for brands that challenge the status quo. Our clients include Hyundai, Kia, Genesis, MGM, Zillow and McDonald’s (to name a few…). Our agency cultivates an environment where all are welcome to push outside their comfort zones to solve problems in new ways. We encourage the team to be its best by creating the most positive workplace experience for all. For instance, we outpace the industry on diversity and inclusion AND offer continuous training and workshops for career development. So, if you dare to challenge the comfortable… then keep reading. THE ROLE The VP, Audience and Channel Planning is responsible for leading integrated planning across teams for Hyundai, acting as one of the primary contacts for senior clients and overseeing the implementation and execution of integrated, cross-channel media plans. This role requires a digitally native strategist who understands how, audience systems, identity signals and platform algorithms influence brand growth. The VP translates these inputs into clear strategic frameworks and compelling narratives that guide integrated go-to-market strategy. The role drives the development of integrated media strategies rooted in consumer insight, cultural context, and digital audience signals to expand audiences, strengthen brand perception, and create sustained demand for the Hyundai brand. Audience and Channel planning is measurement minded by design, grounded in clear signals, audiences, learning agendas, and demonstrable business impact. KEY RESPONSIBILITIES Audience and Channel Planning Leadership - Leads team in data-driven channel planning work, building client-facing recommendations on the best allocation of budgets across all channels to reach objectives - Maps priority audiences across the journey to key business objectives, building integrated audience frameworks connected to larger measurement and outcome targets - Working with our Decision Road strategy team, analytics, and activation team to build comprehensive, full journey audience and channel plans Partners with analytics to ensure channel and audience frameworks are built based on latest performance data Integration & Innovation - Drive cross disciplinary collaboration across media, creative, strategy, and client teams to deliver integrated, consumer first plans. - Champion progressive planning approaches, continuous experimentation, platform innovation and evolving data capabilities. - Align brand and performance strategies with performance marketing and analytics counterparts, ensuring shared audience frameworks, signal architecture, and optimization roadmaps. Client Leadership & Industry Engagement - Serve as the senior point of contact for client media strategy, providing thought leadership and proactive recommendations. - Maintain a strong perspective on media innovation, platform evolution, and modern measurement trends. - Maintains a deep knowledge of the client’s business challenges and opportunities and is considered a vital extension of their team. - Partners with analytics on post-campaign and ongoing analysis and reporting, translating results into actionable recommendations for future initiatives. People Leadership - Lead and develop a high performing team, fostering curiosity, collaboration, and analytical rigor. - Mentor and inspire cross-functional teams, fostering collaboration among strategy, investment, analytics, and creative groups. - Build strong relationships with media vendors, publishers, and technology partners to maximize campaign impact. - Ensure ongoing training and development for team members in media strategy and execution. QUALIFICATIONS - Proven ability to lead integrated media strategy at a national or global scale. - Strong experience partnering with agencies/partners to develop innovative, integrated ideas. - Demonstrated ability to translate audience signals, platform data, and analytics into brand strategy and investment decisions. - Deep understanding of the modern digital media ecosystem and how identity and audience systems drive brand growth. - Excellent written and verbal communication skills. Strong leadership, organizational, and relationship building capabilities. - Experience collaborating with performance and analytics teams to connect strategy to audiences to measurable outcomes. - Fluency in digital platforms, audience targeting frameworks, and signal driven marketing. EXPERIENCE & EDUCATION - 10+ years in media or integrated strategy focused on platform led planning, audience intelligence, and analytics driven brand growth, not legacy brand strategy approaches - Experience across TV, CTV, social, and integrated partnerships; broad ecosystem fluency required. - 5+ years managing and developing teams.