B2B Media Practice Lead
About Criterion Global
Criterion Global is a media agency focused on paid media strategy and international media buying across markets and media types. We specialize in omni-channel, multinational campaigns with on-the-ground expertise and precision.
We are seeking a senior B2B Media Practice Lead to lead the strategic direction, commercial performance, and growth of the firm’s B2B and ABM media practice. This role combines ownership of media strategy and delivery quality with defined responsibility for new business development and client expansion.
This role reports to executive leadership and partners closely with client service, operations, and finance teams to ensure media excellence, financial discipline, and sustainable growth.
Role Mandate
The successful candidate will lead media strategy across complex B2B categories, oversee teams delivering paid media across digital and traditional channels, and contribute directly to the firm’s growth through new client acquisition and expansion of existing relationships.
Core Responsibilities
Practice Leadership & Media Strategy
- Set the strategic direction for the B2B media practice, ensuring best-in-class planning, buying, and optimisation across channels including programmatic ABM, CTV, OOH, print, and major digital platforms (e.g., Google, Meta).
- Lead senior media strategy for priority B2B clients, translating business objectives into clear, defensible media recommendations.
- Ensure consistency of media thinking, quality standards, and governance across accounts and teams to ensure client engagements meet fulfillment goals and that “the trains run on time”
- Serve as a senior point of escalation for complex media, measurement, or performance questions.
Team Leadership & Capability Development
- Lead, mentor, and develop senior media managers and account leads within the B2B practice.
- Support upskilling where necessary by establishing clear frameworks, guidance, and expectations for media planning and execution.
- Partner with leadership to ensure strategies are operationally sound and executed with discipline.
Commercial & Financial Oversight
- Maintain accountability for the commercial health of the B2B media practice, including revenue growth and predictable performance outcomes
- Ensure media recommendations align with agreed budgets and financial frameworks.
- Support accurate forecasting and planning in collaboration with finance and operations.
Business Development & Growth
- Contribute to new business development efforts, including prospecting, pitch strategy, and senior-level presentations.
- Support the growth of existing B2B client relationships through identification of expansion opportunities and new service offerings.
- Maintain a visible profile in relevant B2B and industry forums, as appropriate.
Qualifications & Experience
- 10+ years’ experience in media strategy, planning, or buying, with significant exposure to B2B categories.
- Proven experience leading media strategy across both digital and traditional channels.
- Demonstrated ability to operate in a senior, client-facing role, including leading presentations and strategic discussions.
- Experience contributing to new business pitches or client growth initiatives.
- Strong commercial acumen with an understanding of agency financial models.
- Excellent written and verbal communication skills.
- Experience working with distributed or international teams is desirable.
- Business-level fluency in at least one non-English language strongly preferred, given the agency’s multi-market and multilingual client base.
What Success Looks Like
- Drives measurable business outcomes for B2B clients through innovative, data-driven media strategies that consistently exceed performance benchmarks across channels.
- Builds and inspires a high-performing media team, fostering a culture of mentorship, accountability, and continuous upskilling that strengthens the practice’s overall capability.
- Expands the agency’s footprint by identifying new business opportunities, contributing to pitches, and deepening client relationships through trusted, strategic counsel.
- Maintains operational and financial discipline, ensuring media plans deliver ROI within budget while supporting predictable growth and profitability for the B2B media practice.
What We Offer
- A dynamic and inclusive work environment with opportunities for personal and professional growth.
- The opportunity to work on high-profile projects with leading brands in the sports and live event industry.
- A supportive and collaborative team that values innovation and creativity.
- Competitive base salary plus a comprehensive benefits package.
- 401(k) Savings Plan with competitive matching, annual learning stipend, healthcare stipend, and more.
- This role is open to candidates in multiple jurisdictions. Please indicate where you are currently authorized to work so we can assess the appropriate engagement structure.
- See notes below for further details.
Apply for B2B Media Practice Lead
Notes
Criterion Global is an equal opportunity employer. We celebrate diversity and are committed to creating an inclusive environment for all employees, which means we are committed to creating and celebrating diverse thoughts, cultures, and backgrounds throughout our organization.
Employment at Criterion Global is based on substantive ability, objective qualifications, and work ethic—not an individual’s race, creed, color, religion, sex or gender, gender identity or expression, sexual orientation, national origin or ancestry, alienage or citizenship status, physical or mental disability, pregnancy, age, genetic information, veteran status, marital status, status as a victim of domestic violence or sex offenses, reproductive health decision, or any other characteristics protected by applicable law.
Base pay is based on market location and may vary further depending on individualized factors such as job-related knowledge, skills, experience, and other objective business considerations. Depending on these same considerations, the total compensation package may also include other elements, including bonuses or additional awards, along with healthcare, educational, and/or other benefits (subject to eligibility criteria such as 401(k) participation). Details of any benefit plans will be provided if an offer is extended.
If hired, employment will be at-will, and the company reserves the right to modify base salary and any discretionary compensation or benefits programs at any time based on individual performance, department performance, company performance, or market factors.
Disclaimer
Fake job scams are increasingly common, and scammers may impersonate personnel to seem more convincing. Criterion Global does not use instant messaging to contact prospective employees or conduct interviews. We never require prospective employees to send personal information or incur fees as part of our recruiting process.
If you believe you have been the victim of a scam, please call +1 646 330 4673.