Media Planner

2 - 7 years

5 - 12 Lacs

Posted:1 week ago| Platform: Naukri logo

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Job Type

Full Time

Job Description

Role Overview

Media Planner

You will move beyond simple ad placement to become a true partner to our suppliers—forecasting feasibility, curating high-value first-party audiences, and securing pre-flight alignment to drive measurable business outcomes.

Key Responsibilities

1. Strategic Media Planning & Roadmap Development

  • Blueprint Creation:

    Translate supplier business goals (e.g., New Product Launch, Inventory Clearance) into actionable media strategies.
  • KPI Definition:

    Establish primary and secondary KPIs for every campaign segment (e.g., CTR for awareness, ROAS for conversion) to ensure success is measurable and transparent.
  • Budget Management:

    Architect the granular distribution of budgets across specific placements and channels to maximize efficiency.
  • Channel Strategy:

    Recommend the optimal mix of channels (TikTok, Instagram, YouTube, etc.) and specific placements (Sponsored Products, Aisle Placements, Checkout, Banners).
  • Creative Consulting:

    Advise suppliers on creative specs, messaging best practices, and asset types that align with platform compliance and target audience preferences.

2. Inventory Forecasting & Feasibility Analysis

  • Volume Prediction:

    Utilize historical platform data to forecast available impressions and click inventory for specific categories and flight dates.
  • Reach Calculation:

    Estimate the Total Addressable Market (TAM) and potential reach for proposed Onsite and Offsite targeting criteria.
  • Feasibility Validation:

    specific Validate if supplier requests (e.g., "1M impressions") are realistic based on current traffic and competition levels.
  • Bid Strategy:

    Forecast necessary CPC or CPM bid levels to secure win rates against projected competition and estimate deliverables based on historic performance.

3. Advanced Audience Strategy & Segmentation

  • First-Party Data Activation:

    Leverage proprietary shopper intelligence (e.g., loyalty card data, purchase history) to target high-intent shoppers and lapsed customers.
  • Cross-Platform Targeting:

    Integrate native audience signals from external platforms (Meta, TikTok, Google) to extend reach beyond onsite properties.
  • Lookalike Modeling:

    Construct "Lookalike" audiences based on high-value seed segments (e.g., top 10% spenders, brand loyalists) to acquire new customers with similar profiles.
  • Strategic Exclusions:

    Implement rigorous exclusion lists (e.g., recent purchasers of durable goods) to minimize ad waste and focus spend on incremental conversion.

4. Stakeholder Management & Pre-Flight Alignment

  • Campaign Architecture Walkthroughs:

    Lead detailed sessions with suppliers and sales teams to rationalize channel selection, budget allocation, and targeting strategies.
  • Iterative Planning:

    Rapidly refine media plans based on feedback, inventory constraints, or shifting supplier priorities.
  • Approval Management:

    Ensure complete alignment and formal sign-off on all plan elements before campaign activation.

Qualifications & Skills

  • Experience:

    3+ years in Digital Media Planning, preferably within

    Retail Media Networks (RMN)

    , E-commerce, or Agency environments.
  • Platform Proficiency:

    Deep understanding of

    Onsite

    inventory (Sponsored Products, Display) and

    Offsite

    ecosystems (Meta Ads Manager, TikTok Ads, Google DV360).
  • Data Fluency:

    Ability to interpret historical performance data to forecast bids (CPC/CPM), estimate reach, and define ROAS/KPIs.
  • Audience Intelligence:

    Experience working with

    First-Party Data

    , building segments based on shopping behaviors, and utilizing Lookalike modeling.
  • Communication:

    Strong presentation skills with the ability to explain complex media strategies to non-technical stakeholders and suppliers.

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