Media Strategy Director (Global & UK) - Hello Fresh & Get Your Guide

About Us 

Initiative unlocks business growth for the world’s most ambitious brands. We believe in the power of media to reshape our industry and orchestrate a brand’s entire consumer experience, by balancing both what unites people and what makes them different.  

When brands unite people in culture, they build Fame, and when brands connect individuals to their unique journeys, they build customer Flow.  

Media responsibility is at the forefront of everything we do, whether it’s creating media plans that reflect the diversity of our communities, promote brand safety, and foster sustainability.  

Our agency celebrates diversity in an inclusive environment where all of our 6,000+ strong talent across 90+ markets feel seen, heard, and valued. Our vision is to create not only a better media company, but also a better media industry, and maybe even a better world.

 

The Role

We’re looking for a Media Strategy Director who can bring sharp, creative thinking to two of Initiative’s most ambitious clients: HelloFresh and GetYourGuide.

For HelloFresh, you’ll lead both EMEA and UK strategy, working across one of the most complex and fast-moving marketing ecosystems in modern FMCG. You’ll define the strategic direction for how the brand continues to grow penetration, fame and customer lifetime value across markets, connecting global frameworks to local nuance.

It’s a dual remit that combines long-term brand growth with short-term performance efficiency. You’ll set the strategic rhythm for how media works across awareness, consideration and conversion, partnering closely with clients, performance specialists and comms design teams to ensure media ideas are as emotionally engaging as they are commercially effective.

In the UK, you’ll guide the brand’s local media narrative, using audience insight, data and cultural understanding to ensure HelloFresh remains distinctive in a category that moves fast and innovates faster. Across EMEA, you’ll help shape cross-market planning and influence global decision-making, ensuring the region continues to lead creatively and strategically.

For GetYourGuide, you’ll lead UK media strategy for one of Europe’s most exciting travel challengers. You’ll help them evolve from performance-led marketing into a brand that builds desire and loyalty, connecting media, culture and creativity to make GetYourGuide synonymous with experiences worth travelling for.

You’ll work closely with Initiative’s comms design, data and creative partnerships teams to apply our Fame & Flow approach, creating strategies that capture attention, create bold ideas and turn them into consistent, measurable growth.

WHAT YOU’LL DO

• Lead HelloFresh strategy across EMEA and the UK, setting frameworks that connect regional and local growth.
• Develop the UK media strategy for GetYourGuide, driving both brand salience and commercial results.
• Create integrated approaches that link brand storytelling with performance outcomes.
• Partner with senior clients to define growth priorities, audience opportunities and innovation spaces.
• Brief and inspire strategists across markets to deliver clear frameworks with,creative and commercially grounded thinking.

WHO YOU ARE

You’re a strategist who understands the relationship between culture, creativity and conversion. You’re confident operating across markets and categories, equally at ease with econometrics or cultural insight. You care about the craft of media strategy and know how to make it matter to clients, teams and c