The situation
Every year, Job Today’s business slows after mid-June as hiring drops off for summer. May is the last real window to push employer acquisition before the seasonal plateau. By spring 2025, performance channels were fully optimised — Google and app campaigns had been maxed out. The business needed reach it couldn’t buy through search.
The CEO decided to reallocate budget to TV and led the overall initiative. I was brought in as project lead to manage delivery end to end.
The gap
Job Today’s last TV campaign was in 2018 — seven years earlier. The CEO and CRO had historical data to use as a negotiation baseline, but the media landscape had changed significantly since then, and the team knew TV had lost reach over time. There was no current playbook and no measurement infrastructure.
My job was to make it work in practice: keep the project on track across a creative agency, a media buyer, and internal stakeholders, and build a data framework from scratch so the business could evaluate the investment properly — rather than running on instinct.
My role
Marketing Manager — project lead, alongside the CEO who owned the campaign. A creative agency handled asset production. I coordinated across all parties and led the analysis with a BI analyst.
What I did
- 1Coordinated media planning with A3 Media across four national channels — analysing affinity scores to align each channel’s audience profile against our employer and job seeker targets, and supporting the CEO in placement decisions.
- 2Managed the creative agency relationship through production — coordinating timelines, brief alignment, and asset delivery to ensure everything reached broadcast on schedule across a three-week window.
- 3Built the measurement framework alongside a BI analyst — defining how TV-attributed installs, employer sign-ups, and applicants would be tracked. This gave the business its first rigorous TV attribution model in years, turning a gut-feel investment into a data-backed decision.
- 4Analysed results by channel after the campaign ended — identifying which placements drove conversion vs reach. The finding that Antena 3 outperformed La Sexta on conversion rate despite lower reach only existed because the framework was in place to catch it.
The ads
The so what
Job Today now has a TV playbook it hadn’t used in seven years — including a data-backed channel comparison that didn’t exist before. The measurement framework I built means the next investment decision can be made with evidence, not just media rep recommendations. That’s the real output: not just a campaign that ran, but the infrastructure to run the next one better.