APAC Communications / Engagement Planning Director

Role SummaryThe APAC Communications Planning Director leads the client's PESO (Paid, Earned, Shared, Owned) strategy across APAC. 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.Key Responsibilities:PESO Strategy & Regional LeadershipLead the APAC PESO planning vision in line with client'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 & OrchestrationAct as a regional steward of the Publicis Groupe end-to-end process for the client, embedding PESO planning across Plan, Create, Activate, and Measure.Ensure PESO planning outputs directly inform: Integrated Agency Briefs (IAT)Campaign ecosystem designPre-production blueprintsPESO implementation plansLink 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 EnablementDevelop 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 IntegrationPartner 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 BuildingOwn the regional PESO planning framework, including playbooks, toolkits, templates, best practices, and use cases.Capture and share learnings across the 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 LoopDefine 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 ProfileThis 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 & Experience10+ 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.