Media Planner

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.