France Media Lead

The ROLE

France is one of Affinity's most important growth markets. We are not looking for someone to run media plans in it. We are looking for the person who will grow our brands in it.

The ROLE

France is one of Affinity's most important growth markets. We are not looking for someone to run media plans in it. We are looking for the person who will grow our brands in it. This role owns the full communication engine for France: how much we invest, where we invest it, what we say, how the work gets made, and what it returns. Paid, owned and earned. Brand and performance. Grocery and Specialized. From the first impression to the basket, and from the basket to a lasting bond between a French household and our brands. You will be empowered accordingly. Global brand teams set the growth frame and the brand truth; you decide how France wins inside it. You build the budget, you set the strategy, you direct the partners, and you own the result. That is the deal: real ownership, real room to act, real accountability.

What You Will Own

01 Media Investment Strategy

• Own the French media investment end to end: how much is sufficient, against which brands and audiences, in which quarters, and what it has to return. Build and defend the sufficiency case with evidence rather than convention: competitive share of voice, category dynamics, minimum reach and frequency thresholds per platform, and the cost of being invisible.
• Recommend the allocation logic across our portfolio and channels, where we deliberately over-invest to win, and where we stop spending.
• Use marketing mix modelling, incrementality testing and causal measurement to move money towards what demonstrably works, and to prove it in the language the business speaks.
• Bring a clear, quantified investment recommendation into the annual strategy cycle and into in-year re-forecasting, and stand behind it.

02 Full Funnel Strategy

• Design the integrated paid architecture across brands & channels, translating the global brand frame into a French strategy that reflects how this market actually shops, chooses and buys.
• Make retail media a genuine growth driver, connecting Grocery and Specialized (pet shops and veterinary clinics) into one continuous consumer journey.
• Unleash the power of data enrichment and AI-mediated optimisation with partners and platforms.
• Own audience strategy end to end: first-party data, segmentation, overlap control, personalisation, and rigorous, compliant data practice in the French and European context.
• Set and enforce the platform golden rules, mobile-first native formats, attention and viewability standards, brand safety, creative specification per placement.
• Lead negotiation and commercial terms in the French market with real command of the players.

03 Organic, Social & Community

• Own our organic presence in France as a growth channel with targets: social platforms, communities, reviews and ratings, etc.
• Build and direct the creator and influencer ecosystem: selection, briefing, rights, disclosure, measurement, held to the same standard of rigour as paid.
• Run a day-to-day social governance rhythm covering sentiment, trending topics, response and escalation.
• Develop social commerce as a real revenue path, with a clear view of what fails, what scales and what deserves investment next.

04 Creative & Content Excellence

• Creatives are half of the game to be won: Set the creative effectiveness bar for France and defend it: distinctive, unmistakably branded, emotionally true to the bond between people and their pets, and built for the platform it runs on.
• Direct the content supply chain with our creative and content partners, ensuring local relevance, speed, volume and cost per asset, using AI where it makes the work better or faster.
• Bridge brand communication and media so that idea and distribution are designed together rather than sequentially.
• Build a French content and learning library so that every campaign starts from what we already know.

05 Partner Leadership

• Lead the full agency ecosystem in France: media, digital, eCommerce, content, creator, as one operating model.
• Build routines & follow-ups, and set briefing standards: give partners clarity, context and room to think, then hold them to outcomes.
• Set the quality bar, the service standards and the review rhythm; elevate and correct decisively, and without drama, when performance slips.
• Unlock joint business plans with the global platforms: commercial value, early access to new capability and betas, and structured test-and-learn commitments.

06 Leadership & Influence

• Act as the country champion for France in the global company: an equal part