Kyle Bindi

Senior Media Planner @Wavemaker

Toronto, ON, CA

Media planning and strategy for Kruger brands Scotties, SpongeTowels and Kruger Big Assist, managing multi-million dollar annual budgets across traditional and digital channels.Develop and execute comprehensive media strategies aligned with brand objectives, balancing reach, frequency, and ROI across linear TV, connected TV, digital display, paid social (Meta, TikTok), YouTube, and retail media networksServe as client-facing strategist, presenting strategic recommendations, campaign performance insights, and optimization opportunities to senior stakeholders in regular business reviewsManage complex media planning processes including budget allocation, flighting strategies, channel mix optimization, and competitive analysis to maximize campaign effectivenessPartner with internal specialists and external media vendors to negotiate rates, secure premium placements, and leverage innovative ad formats and sponsorship opportunities (including NHL partnerships)Utilize first-party data (PC Optimum) and third-party research tools (Nielsen, Vividata, Kantar, comScore) to develop audience targeting strategies and validate media recommendationsOversee campaign performance measurement and reporting, tracking KPIs against benchmarks and providing actionable insights for continuous optimizationCoordinate cross-functional collaboration with creative, analytics, and media investment teams to ensure seamless campaign execution and strategic alignmentMentor junior team members on media planning best practices, tools, and client service excellence

Michigan Technological University

School of Business, Business, Management, Marketing, and Related Support Services