Croud
Role: Paid Media Planning Manager
Time Period: 2023
Clients: Retail, DTC, and travel brands (NDA restricted)
Channels: Meta, TikTok, Google, YouTube
The Overview
At Croud, I worked as a Planning Manager within the Paid Media team, helping brands across retail, DTC, and travel shape performance-led strategies across Meta, TikTok, and Google. The role blended channel knowledge with client-facing strategy, sitting at the centre of media planning and creative execution.
My Responsibilities
Owned paid media strategy across social and search for multiple client accounts
Created detailed campaign plans and budget forecasts across Meta, TikTok, and YouTube
Worked closely with delivery teams to ensure campaigns were aligned to performance goals
Presented plans, insights, and results directly to clients
Partnered with creative and content teams to ensure output was optimised for media
Supported new business development with paid social expertise
Key Highlights
Developed full-funnel media plans across 6- and 7-figure budgets
Provided strategic input that influenced platform selection, creative direction, and audience targeting
Acted as a bridge between performance and creative, helping clients understand what works and why
Supported some of the agency’s biggest accounts and strategic pitches
Why It Matters
Croud helped sharpen my strategic thinking and deepen my commercial awareness — particularly when working across multi-channel accounts. It also reinforced my ability to speak the language of both brands and platforms, and to plan campaigns that work in the real world, not just on paper.