Head of Outdoor

Initiative is a proud member of Omnicom Media.  We are a global media agency dedicated to driving growth for our clients through innovative strategies and data-driven insights. By working in close collaboration with our affiliate companies – Kinesso and Yune - we create exceptional, tailored marketing campaigns that connect brands with their audiences in meaningful ways.

Role Overview

The Head of Outdoor – Nike EMEA is a senior specialist leadership role responsible for shaping and delivering best-in-class Out-of-Home (OOH) strategy, planning and activation across the Nike business in EMEA, with a core focus on the EMEA 5 markets. OOH is a critical cultural channel for the brand to remain visible, culturally relevant and disrupt physical environments. It’s key to unlocking innovation, storytelling capability, and urban impact at scale.

This position pays particular focus on Nike’s key cities - London, Paris, Berlin, Barcelona and Milan.

Key Responsibilities

1. Strategic Leadership (EMEA + EMEA 5 focus)

• Define and lead EMEA wide OOH strategy, aligned to Nike’s brand and business objectives. This includes:

• Translating global direction into campaign and market-specific OOH frameworks, imbedding opportunities and nuances from our key cities.

• Advising on investment strategies and tactics

•  Ensuring OOH is fully integrated in cross-channel planning across brand & demand capture.

• Act as the senior channel advisor to clients and internal leadership

• Drive forward Nike’s use of the channel, it’s evolvement, efficiency and effectiveness

1. Innovation & Bespoke OOH

• Spearhead the channels innovation agenda. This includes:

• Scaling DOOH innovation including. DCO, data-based solutions and test & learn frameworks

• Sourcing opportunities for experiential and cultural stunt focused activations.

• Build partnerships with partners, production houses and specialists to unlock first-to-market opportunities

• Identify new technologies that can be applied to our activations

• Ideate, concept and oversee activation ideas through to execution

• Source, build and maintain relationships with key Nike creative agencies – driving forward integrated partnerships and collaboration

1. Planning & Buying

• Play a key specialist role within the planning and buying team, ensuring:
• Develop and execute a best-in-class outdoor planning process
• Collaborate and initiate dual sharing with local and regional planning leads
• Support and guide investment decisions, optimisation and delivery of OOH campaigns.
• Ensure alignment between strategy, planning, buying and execution across markets and business pillars. Sharing learnings and evolving work cross functionally.

1. Activation & Delivery

• Oversee seamless execution of high-impact OOH campaigns across EMEA.
• Ensure campaigns are delivered to the highest operational standards, including:
• Timeliness
• Quality of placements
• Compliance with brand and legal standards
• Act as escalation point for complex activations and bespoke builds.

1. Commercial & Partner Management

• Manage relationships with key media owners and partners across EMEA.
• Drive commercial value and innovation deals, ensuring competitive advantage for Nike.
• Support negotiations where needed to unlock premium inventory and innovation opportunities.

1. Measurement, Effectiveness & Data

• Define and implement measurement frameworks for OOH performance.
• Champion the use of data, attribution and insights to demonstrate effectiveness.
• Work with analytics teams to integrate OOH into broader media effectiveness models.

1. Leadership & Capability Building

• Act as the outdoor expert and thought leader across the agency.
• Build and upskill planning and buying teams in OOH best practices and innovation.
• Foster a culture of creativity, experimentation and continuous improvement.
• Manage a small central team& coordinate a virtual network of market specialists.

Key Skills & Experience

• Extensive experience in Out-of-Home (OOH/DOOH) across multiple markets, ideally EMEA.
• Strong understanding of media planning and buying processes within an agency model.
• Proven track record in delivering innovative, non-standard outdoor activations.
• Deep knowledge of media owners, technologies, and outdoor ecosystems.
• Strong commercial acumen and negotiation capability.
• Ability to operate at both strategic and operational levels.
• Excellent stakeholder management skills across client, local markets and global teams.

Success Measures

• Growth in innovative and non-standard outdoor activations
• Improved OOH effectiveness and measurable ROI
• Stronger integration of outdoor within full-funnel media plans
• Delivery of best-in-class campaigns across EMEA 5
• Enhanced capability and outdoor expertise across agency teams

Within Initiative you will receive:

• 27 days off per year, including 26 vacation days and 1 “Celebrate You” day (based on a 40-hour workweek)
• Hybrid and flexible working options to support a healthy work-life balance—and even work from abroad for up to 14 days per year
• Comprehensive growth support, smooth onboarding with a 100-day plan and personal buddy, plus ongoing development through a strong Learning & Development team
• An inspiring environment where you’ll work with leading A-brands, collaborate with experienced international colleagues, and have the freedom and trust to take initiative and shape your role
• Healthy catering in the office, free lunch once a week, plus a variety of healthy snacks always available
• Referral Bonus – bring someone you know to Omnicom Media and enjoy a generous referral reward in return.
• A variety of group sports activities, from marathons and cycling events to walking races and internal company tournaments.
• Fun social events, including a Summer and End of Year party, pub quizzes, team outings, and themed events like Diversity Day celebration and Partners Festival
• Lease bicycle plan and travel reimbursement to support your commute and sustainable mobility
• Exclusive employee discounts: enjoy great deals on fashion, electronics, and leisure activities all year round

A Global Powerhouse

Omnicom Media is the world’s largest and most connected media and advertising organization. Bringing together leading agencies such as OMD, UM, PHD, Initiative, Kinesso, Flywheel, Annalect, TRKKN, Hearts and Sciences and YUNE, we combine media, data, technology, creativity and strategy in one integrated organization, helping brands grow in a rapidly changing media landscape. We’re proud to work with iconic brands like Nike, L’Oréal and McDonald’s as well as leading local and regional brands