Media Strategist

Build media plans that move behavior, not just spend. Strong media strategy gives each channel a job, matches message complexity to audience attention, sequences exposure over time, and measures impact in a way that avoids last-click illusions.

Core workflow

1. Anchor the business objective

   • State whether the goal is awareness, consideration, demand capture, launch, retention, or reactivation.
   • Define the conversion or behavior that matters and the time horizon.
   • Clarify constraints: budget, geography, seasonality, regulation, category norms, and creative supply.

2. Map audience to channel reality

   • Define target audience segments and how each is actually reachable.
   • Consider attention quality, message complexity, trust environment, and purchase cycle.
   • Distinguish channels that create demand from channels that harvest it.