Troy Mc Donald

Troy McDonald London Mobile:--PROFILE As a highly accomplished media planning director, I orchestrate the seamless integration of marketing strategy, product innovation and impactful campaign execution. I work closely with product design teams, creative agencies and CMOs to shape holistic go-to-market (GTM) strategies that capture market opportunities and deliver meaningful results. My leadership spans the end-to-end lifecycle of marketing campaigns across multiple channels including digital, broadcast, audio, streaming and experiential formats, ensuring both creativity and efficiency across all campaigns. With many years of hands-on experience, I have built best-in-class and award-winning campaigns for clients in several industries ranging from Luxury Beauty & Goods, FMCG, Finance, Travel and B2B services. My strategic vision is rooted in first-principles thinking and an understanding of consumer purchase behaviour coupled with a deep analysis of media consumption habits enabling me to craft innovative campaigns that align with key business objectives. I excel in building long-term partnerships, directing cross-functional teams and navigating account management to maximise impact for all parties involved. My work goes beyond traditional marketing parameters; I actively contribute to new product development, customer journey mapping and target audience segmentation to align every aspect of the brand with its core mission. By leveraging data-driven insights and AI tools, I ensure our approach remains agile and adaptive to emerging trends and market dynamics. KEY SKILLS • • • • • Deep strategic experience developing campaigns that deliver on KPIs Work with senior leadership to oversee budgets and influence investment decisions that impact the company's financial performance. Experience creating deep professional relationships with clients, colleagues and 3rd parties Proficient user of AI tools including ChatGPT, Claude, Google Gemini, Perplexity & Llama 3 £6m+ Proprietary media solutions sold to clients CURRENT AND PREVIOUS CLIENTS Current clients: Onthemarket.com & Homes.com TUI Group; TUI UK, Crystal Ski Holidays, First Choice, River Cruises, Marella Cruises, Walt Disney World Previous clients: Luxury Goods (Beauty, Fragrances & Alcohol): LVMH (Louis-Vuitton Moët Hennesy) Parfums Christian Dior (Dior Sauvage, Miss Dior and J’Adore), Hennessy, Moët & Chandon, Veuve Clicquot, Rimowa, Fenty Beauty, Guerlain & TAG Heuer Finance / Banking: Lloyds TSB UK and Santander UK FMCG: Muller (Corner, Rice and FRijj), Very.co.uk, Littlewoods, Kerry Foods (Cheestrings, Walls sausages) Autos: Peugeot, Citroen, Vauxhall and Honda HEADLINE SPONSORSHIPS & PARTNERSHIPS ITV, Ant & Dec’s Saturday Night Takeaway 2019 & 2021 ~ TUI ~ Sponsor and Prize partner Off Menu podcast sponsorship 2021 ~ TUI ~ Headline sponsor Table Manners podcast sponsorship 2021 ~ TUI ~ Headline sponsor CH4, Finding the Cornish Dream 2022 ~ Bespoke ad-funded programme sponsor ~ Onthemarket.com Global Radio, Heart Network ‘I Heart Ibiza’ 2023 ~ TUI ~ Headline sponsor Talksport Radio, Premier League season sponsorship 2017-Present ~ Onthemarket.com ~ Title sponsor EMPLOYMENT HISTORY Planning Account Director – EssenceMediacom WPP (formerly Mediacom) July 2019 - Present § § § § § Strategic planning and execution of campaigns from annual planning to strategic activations Work closely with the senior client contacts (CMOs and Head of Marketing) to make sure all campaigns are linked to Brand strategy, specific client KPIs and ROI Manage all team tasks, delegating where necessary to ensure all deadlines are met Use my industry experience and extensive list of contacts to influence and negotiate with 3rd party partners and suppliers to get the best outcomes Lead the systems and tools training schedule for new audio-visual planning team members and graduates Media Planner & Buyer – Dentsu Aegis Network (Carat / Vizeum / iProspect) Jan 2018 – July 2019 § § § Planning and buying full campaigns from end-to-end across TV, VOD, Radio, Cinema and OOHTV Ensure all campaigns meet and exceed performance metrics, supplying data to 3rd party auditors Ensure 100% accuracy across all admin, planning and commercial processes