Company Description
Publicis Groupe is not just a company you work for; it's a platform for you to take your talent to the world.
If you want to help change the world, ideas alone are not enough. Real impact can only come from having meaningful access to a world of knowledge, people and resources. At Publicis Groupe, you are connected to our global network, intelligence, tools, clients, brands and 80,000 brilliant minds with expertise in data, technology, media, strategy, creativity and business transformation, all literally at your fingertips.
Go ahead, the world is waiting.
Publicis Groupe is the third largest communications group in the world. Founded in Paris in 1926, we are present in more than 100 countries as leaders in marketing, communication, and digital business transformation. Two of its biggest solution hubs in Singapore - Publicis Communications and Publicis Media & Digital.
Publicis Communications, the creative communications hub of the Publicis Groupe, is a collective of the most passionate, purposeful, and progressive creative agencies in Singapore. They are Publicis Worldwide, Leo Burnett, Saatchi & Saatchi, Prodigious, and MSL.
Publicis Media & Digital, which is comprised of global media agency brands Starcom, Zenith, Spark Foundry, and Performics, is powered by digital-first, data-driven global practices that together, help our clients navigate the modern media landscape.
Our two other solution hubs, Publicis Sapient and Publicis Commerce, empower businesses to embrace digital transformation and equip them with a total commerce experience.
Overview
The
APAC Communications Planning Director leads Kenvue's PESO (Paid, Earned, Shared, Owned) strategy across APAC and plays a central role in driving the end-to-end process for Skin Health & Beauty.
This role ensures PESO is used not just as a framework or planning tool, but as the operating model that links strategy to execution across Plan, Create, Activate, and Measure. Connecting planning, production, social & influencer, connected commerce, media, and measurement, the role ensures Brand Engagement Architectures are scalable, executable, and optimized for results—with no dead ends for consumers or shoppers.
With regional authority and strong client presence, the APAC Comms Planning Director brings clarity to complexity, inspires teams, and drives integrated delivery across Publicis Groupe for the Kenvue portfolio.
Responsibilities
PESO Strategy & Regional Leadership
- Lead the APAC PESO planning vision in line with Kenvue's global PESO strategy, Brand Worlds, and Demand frameworks.
- Translate PESO strategy into fully integrated Brand Engagement Architectures across the consumer journey, connecting Paid, Earned, Shared, and Owned touchpoints seamlessly.
- Serve as the senior regional authority on PESO in client discussions, planning forums, and leadership conversations.
- Embed PESO as an operating mindset, not just a presentation layer.
Process Leadership & Orchestration
- Act as a regional steward of the Publicis Groupe end-to-end process for Kenvue, embedding PESO planning across Plan, Create, Activate, and Measure.
- Ensure PESO planning outputs directly inform:
- Integrated Agency Briefs (IAT)
- Campaign ecosystem design
- Pre-production blueprints
- PESO implementation plans
- Link upstream planning to downstream execution by aligning audiences, creative ecosystems, production needs, commerce activation, and media delivery in one continuous flow.
- Work closely with the APAC Media team and the APAC IAT Orchestration Lead to embed PESO into operating rhythms, governance, and transformation pilots.
- Champion no dead ends thinking so ideas are built for real-world execution, scale, and optimization.
Market & Brand Maturity Enablement
- Develop and roll out a PESO maturity-based planning approach that helps brands and markets activate PESO at the right depth and speed.
- Advise markets on which PESO levers to use based on brand maturity, category dynamics, and consumer context.
- Balance raising the floor through baseline integrated ways of working with raising the ceiling through advanced, orchestrated Brand World experiences.
- Maintain regional consistency without losing local relevance or creating fragmentation.
Cross-Functional Integration
- Partner with Production leadership to ensure PESO planning shapes upstream production decisions, including asset modularity, content volume, transcreation needs, and reuse.
- Partner with Social & Influencer teams to build creator-first, culture-led thinking into PESO plans, ensuring Earned and Shared are designed in from the start.
- Collaborate with Connected Commerce teams to integrate retail media, DTC, and shopper experiences into PESO ecosystems.
- Align with Media, Data, and Performance leaders to make PESO plans measurable, optimizable, and powered by Connected Identity.
- Ensure all capabilities work from shared artifacts, milestones, and outcomes.
Governance, Frameworks & Capability Building
- Own the regional PESO planning framework, including playbooks, toolkits, templates, best practices, and use cases.
- Capture and share learnings across the Publicis Groupe-Kenvue network to continuously improve planning quality.
- Lead PESO capability building through onboarding, training, and hands-on support.
- Reinforce PESO as an integrated mindset that shapes how teams brief, plan, and recommend solutions.
Performance, Measurement & Feedback Loop
- Define PESO success metrics with Data, Measurement, and Performance teams.
- Ensure results and learnings consistently feed back into PESO frameworks, planning guidance, and future recommendations.
- Review PESO plans and results to identify patterns, gaps, and opportunities to improve.
- Drive continuous refinement of PESO planning based on performance, effectiveness, and consumer response.
Leadership Profile
This role calls for a leader with gravitas, inspiration, and calm authority in complex, integrated environments.
This Person
- Thinks in systems, journeys, and ecosystems—not channels.
- Brings credibility and confidence to senior client and internal discussions.
- Motivates teams to work differently through clarity and conviction, not mandate.
- Acts as a connector and orchestrator, turning ambition into executable systems.
- Balances strategic vision with practical delivery.
- Leads through influence, expertise, and trust.
Qualifications
- 10+ years of experience in integrated planning, strategy, or marketing transformation.
- Deep understanding of Paid, Earned, Shared, and Owned ecosystems and how they work together.
- Proven experience building regional or multi-market frameworks and capabilities.
- Strong grounding in brand strategy, consumer journeys, and integrated communications planning.
- Excellent stakeholder management across global, regional, and local teams.
- Experience working in matrixed, multi-capability agency environments.
- Experience in Skin Health & Beauty, Consumer Health or Baby category is highly desirable.
