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Matt Wallaert
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Group Director, Integrated Planning, Nike EMEA



Amsterdam, Netherlands
Posted on Friday, July 5, 2024

Integrated Planning Group Director, Nike EMEA

The Nike EMEA Integrated Planning Team takes a unified approach to planning Construct & Field of Play activity on a seasonal basis, combining brand and performance media strategy to build data-driven, full-funnel/full-journey campaigns at every touchpoint across all channels.

The team has a deep understanding of the complex EMEA media landscape, both online and offline, allowing them to select the optimal channel mix to reach target audiences and achieve campaign objectives. They work closely with internal channel specialists and city teams to craft and execute comprehensive media plans that address every stage of the customer journey, ensuring alignment with upper-funnel brand awareness goals as well as lower-funnel sales KPIs.

The team continuously analyzes campaign performance using bespoke measurement research and analytics tools, and these insights inform future media mix optimization and the exploration of innovative media formats, keeping Nike at the forefront of EMEA media trends. They foster seamless integration by collaborating closely with creative teams, media vendors, and other agencies to ensure that campaign strategy and media buys deliver a truly omni-channel approach. Additionally, they partner with internal stakeholders, such as construct teams, to deliver integrated responses where necessary.

The team actively contributes to media planning & AOP budget forecasting and actualization, ensuring it aligns with defined targets.

Role And Responsibilities:

Client Responsibilities:

  • Oversee development and delivery of seasonal planning across integrated Consumer Construct teams (e.g. Mens, Womens, Kids, Jordan Brand).
  • Actively work with Nike Consumer Construct directors to deliver brilliant work and flawless execution, ensuring high quality and consistency in planning across all Constructs and plans.
  • Educate, persuade and excite client stakeholders with well merchandized and narrativized integrated plan recommendations.
  • Consistently evolve planning outputs with an emphasis on full-funnel integration, innovation and creativity.
  • Actively work with the agency craft leads and Marketplace Strategy leads to ensure work is coordinated and complementary across the enterprise, ensuring high quality and consistency in planning and activation outputs.

Internal (Agency) Responsibilities:

  • Apply a senior, expert lens to all plans in development, ensuring consistency in approach and the application of best practice planning principles in each one – questioning, challenging and coaching teams.
  • Develop and evolve best in class planning principles across all projects.
  • Collaborate closely Construct Leads, Strategy, Analytics, Channel leads, Campaign Production, and Operations teams to ensure plans are conceived, presented and executed with strategic clarity and practical efficiency.
  • Celebrate the successes of campaigns internally and externally.
  • Conduct regular audits of planning processes across teams, making recommendations for changes and improvements.
  • Promote an open working environment where opinions, views and ideas can be shared.
  • Motivate, inspire and excite planners in the Hub and territory teams


  • 10+ years work experience in media/digital marketing agencies, or equivalent brand-side roles.
  • Extensive expertise in media planning/strategy across multiple channels, digital and non-digital.
  • Comfort in using data and analytics outputs as sources for developing strategic narratives and recommendations.
  • Proven ability to develop and maintain strong professional relationships with clients, colleagues and external agency/media partners.
  • Ability to drive projects from conception to completion; project management.
  • Strong leader, presenter and packager of opportunities.
  • An influencer, and an inspirational role model internally and externally.