Media Strategy & Planning Sr Analyst

Overview This role plays a pivotal part in driving Total Connections Planning (TCP) across the Walkers portfolio, partnering closely with the TCP and Media Lead to deliver clear, connected and consumer-centric end-to-end plans. Positioned within both the UK Marketing function and the centralised One PepsiCo Media Team, the role serves as a key connector between Brand Teams and media specialists, ensuring strong alignment, deeper integration and seamless execution across ATL, BTL and commerce touchpoints. Working closely with the TCP Lead, the role helps shape a future-focused media strategy that evolves in line with changing consumer behaviours, platform innovation and channel effectiveness. A core responsibility is identifying, testing and scaling new opportunities that drive incremental growth, while embedding smarter, more efficient and innovative ways of working across the organisation. By leveraging expertise in cross-channel planning, audience strategy and digital media, the role is accountable for maximising media effectiveness, enhancing channel performance, and delivering stronger ROI and brand outcomes. Responsibilities Total Connections Planning Support the delivery of Total Connections Planning (TCP) across the Walkers portfolio, ensuring plans are consumer-centric, insight-led and fully connected across all channels and touchpoints. Translate strategic direction into actionable communications plans, driving strong integration across ATL, BTL and commerce activities. Take ownership of planning execution, ensuring media plans are delivered consistently, effectively and in line with brand and business objectives. Champion a connected planning approach, identifying opportunities to strengthen alignment and coherence across the consumer journey. Future-Focused Media Planning Contribute to the development of a future-focused media strategy that evolves in response to changing consumer behaviours, emerging platforms and shifting channel performance. Partner with internal teams and agency stakeholders to translate strategic priorities into effective media plans and activation approaches. Stay informed on industry trends, innovations and best practices, proactively identifying opportunities to improve planning effectiveness and drive competitive advantage. Support the ongoing evolution of media planning frameworks, helping to embed new ways of thinking and working across the organisation. Innovation & Growth Identify and evaluate new opportunities to enhance media effectiveness, improve efficiency and unlock incremental growth across the portfolio. Lead the execution of innovation initiatives, pilot programmes and test-and-learn activities, ensuring robust implementation and clear measurement of success. Develop data-led recommendations and provide informed guidance on prioritisation, investment and scaling opportunities. Foster a culture of continuous improvement by challenging existing approaches and championing innovative solutions that drive stronger business and brand outcomes. Measurement & Optimisation Drive performance analysis and optimisation across media activity, leveraging data, insights and platform learnings to improve effectiveness and ROI. Lead regular performance reviews, translating complex results into clear, actionable recommendations for stakeholders. Ensure key learnings are captured, socialised and embedded into future planning cycles to support continuous improvement. Partner with analytics, agency and marketing teams to strengthen measurement approaches and improve decision-making. Collaboration & Stakeholder Management Build strong, collaborative relationships with brand teams, agency partners and cross-functional stakeholders to deliver integrated and effective communications plans. Act as a trusted planning partner, providing thoughtful consultation, constructive challenge and media expertise to support business objectives. Drive alignment across teams, ensuring consistent messaging, clear priorities and seamless execution throughout the planning and activation process. Take accountability for delivering high-quality work, managing multiple priorities effectively and contributing to a positive, high-performing team culture. Qualifications 5+ years of experience in media planning, communications planning, media buying or media management, gained within a brand, agency or media owner environment. Experience developing integrated communications plans across multiple channels, with an understanding of Total Connections Planning and how media, content and commerce work together to drive business outcomes. Experience identifying and implementing new opportunities, innovative approaches and process improvements that enhance effectiveness, drive efficiency and improve ROI. Strong understanding of media effectiveness and performance drivers, with the ability to optimise plans and improve channel contribution through data-led decision-making. Ability to leverage data, consumer insights and platform signals to inform recommendations, enhance planning and drive stronger campaign performance. Strong collaboration and stakeholder management skills, with experience working effectively across cross-functional teams, agency partners and specialist functions. Excellent organisational and project management capabilities, with the ability to manage multiple priorities, navigate ambiguity and deliver high-quality outputs at pace. Effective communication and presentation skills, with the ability to simplify complex topics, influence stakeholders and articulate compelling, insight-led recommendations.