MANAGER - MEDIA PLANNING

Primary Responsibilities
Planning Ownership
Own the full planning process on assigned accounts — brief through flowchart, R&F analysis, channel rationale, and measurement framework — with limited oversight required.
Interrogate every brief before planning begins.
Is the budget sufficient for the stated goals?
Are the KPIs measurable and connected to business outcomes?
Is the audience defined specifically enough to drive targeting decisions?
Apply R&F benchmarks to validate that plans achieve media sufficiency.
Build channel mix rationale grounded in audience insight, not habit or default allocation.
Connect media decisions to the client's growth challenge, not just their channel preferences.
On accounts without an embedded Strategy resource, hold the strategic foundations: 5C's analysis, growth challenge articulation, and a workable comms framework to plan from.
Research & Audience
Lead competitive and market research on assigned accounts using MediaRadar, Pathmatics, and category sources — surfacing what it means for the plan, not just what it shows.
Build and analyze audience profiles using Scarborough, Arima, Experian, and Placer.ai, translating behavioral insight into channel and messaging implications.
Stay current on media effectiveness research, channel best practices, and industry trends — bring them to the plan proactively, not when asked.
Measurement & Performance
Collaborate with analytics on defining KPIs and success metrics before the plan is finalized.
Support with measurement frameworks that connect media activity to business outcomes.
Monitor in-flight performance and flag pacing issues, R&F shortfalls, or optimization opportunities.
Team Development
Provide direct guidance and feedback to Associate Manager(s) and Associate Planners.
Review junior planners' work with a coaching lens — explain the why, not just the fix.
Model the brief interrogation and planning rigor you expect from others.
Tools & Operations
Proficient and independent across core tools:
Planning & buying: Guideline, Strata, MarketMate
Research & intelligence: Scarborough, Arima, MediaRadar, Placer.ai
Reporting & productivity: Radio Locator, Excel, PowerPoint, Asana
Use AI tools (including Claude) to accelerate research, analysis, and drafting — not to replace judgment.
Maintain accurate budget tracking and flowcharts; own the handoff to Investment with no gaps.
Experience
4–6 years of integrated media planning experience across digital and traditional channels.
Demonstrated independence in plan development — owns the process, not just the outputs.
Experience with hyperlocal and franchise/multi-unit clients a plus.
Telecom and CPG industry vertical experience is a plus.
At least one year in a role with responsibility for reviewing or guiding junior work.
Skills & Knowledge
Strong working knowledge of reach, frequency, and media sufficiency principles — can apply them, not just describe them.
Ability to interrogate a brief and identify gaps before planning begins.
Proficient across planning, research, and reporting tools listed above.
Understands how channel decisions connect to business and audience outcomes — not just media metrics.
Solid written and verbal communication; can present a plan rationale clearly and defend it when pushed.
Attention to detail that shows up in the work, not just in a self-description.

Work arrangement
Hybrid