Senior Media Planner

POSITION SUMMARY: The Senior Media Planner plays a critical role in developing and executing integrated media strategies across traditional and digital channels. This role requires a strategic thinker with deep digital experience, strong analytical skills, and hands-on in-platform expertise. The ideal candidate will have a proven track record supporting education and automotive clients, translating media insights into actionable plans that drive results. This position works closely with the account team, VP Media Director, and media buying leads to deliver best-in-class work

RESPONSIBILITIES

• Develop and manage cross-channel media plans—including Broadcast TV, Cable, Print, Out-of-Home, and all Digital formats (display, video, social, mobile, CTV/OTT).
• Ensure all work is carefully reviewed and consistently meets high-quality standards
• Handle multiple projects and meet tight deadlines under pressure.
• Lead digital strategy recommendations and demonstrate a strong command of in-platform execution across platforms such as Google Ads, Meta, and programmatic DSPs.
• Gathers statistics and prepares media plans with directives to guide the buying process.
• Manages and follows the DBA media project process and assists with the management of the strategic and tactical execution of all media products for Clients.
• Confers with the Director of Media, Account Services, and clients to establish media objectives and strategies for advertising campaigns. 
• Implements the management of daily tasks in support of the media product.
• Analyzes demographic data and consumer profiles to identify target audiences and evaluates media vehicles to determine the most effective channels for reaching them
• Calculates reach and frequency of potential media vehicles and applies this analysis to inform and guide media plan development
• Presents media plans to VP Media Director, Account Services and/or Client for approval and make adjustments as necessary.
• Keep current on media trends and demonstrate understanding of the Client’s business.
• Collaborate cross-functionally with internal teams (account and finance) to ensure media plans align with overall campaign goals, budgets, and timelines.
• Monitor campaign performance data to identify optimization opportunities and inform future media strategies.

MARGINAL DUTIES

• Attend strategy meetings and brainstorm on media buying initiatives and suggestions.
• Balance client demands with participation in broader agency initiatives.
• Motivate team members to encourage innovation and creativity throughout all project by serving as a role model within the team. 

REQUIRED SKILLS AND KNOWLEDGE

• Bachelor’s Degree required; concentration in Business, Advertising, Communications, and Statistics preferred. 
• Minimum of 5 years of demonstrated media planning experience working in an advertising agency setting.
• Must be able to plan and demonstrate knowledge of digital media: Internet Display, Mobile and Social Media.
• Must be able to plan and demonstrate knowledge of traditional media types such as: Broadcast Television, Cable, Radio, Print and Out-of-Home (Billboards and Transit).
• Must be able to commute to Rochester Michigan office Tuesday through Thursday each week
• High level of proficiency required in Excel, PowerPoint, Asana, and Canva.

PREFERRED SKILLS AND KNOWLEDGE

• Experience using Galeforce Media or similar platforms.
• Be experienced in using media research tools, such as, Prime Lingo (Scarborough), Experian-Simmons, MRI, ComScore and Google Analytics.
• Previous planning experience in the Automotive, Higher Education, Healthcare, Quick Service Restaurant or Retail categories.
• Google AdWord certification. 

PERSONAL ATTRIBUTES

• You will be both creative and analytical – above all, you will be open to new ideas and not afraid to learn.
• You will have a passion for what you do.
• Strong interpersonal skills and the ability to present ideas.
• Excellent communication skills.
• The ability to work with tight deadlines and under pressure.
• Proactive mindset with the ability to take initiative and move projects forward without waiting for direction.
• Strong follow-up skills to ensure timely collaboration and communication with colleagues.
• Highly detail-oriented with a habit of double-checking work to ensure accuracy and quality.