Media Planner Roles and Responsibilities
The Media Planner reports to the Media Supervisor and/or AMD, supervising Assistant Media Planners (based on account structure). The Media Planner works closely with the media and analytics teams to maintain quality control of the media campaigns in the market and continually evaluates and improves performance against client goals. The Media Planner is key to building and maintaining industry relationships, as Good Apple works closely with our publishing and agency partners.
Carries through the media strategy vision laid out by the Supervisor/AMD, and contributes strategic ideas
Conducts media landscape, target audience, and competitive research utilizing GA toolset (i.e. Kantar, Comscore, eMarketer)
Leads internal cross-channel brainstorms to generate initial ideas and RFP list
Writes RFPs and rigorously evaluates partner proposals using quantitative and qualitative criteria
Leads and coordinates with the various channels (programmatic, search, social) to build the media plan recommendation; ability to rationalize and defend media plan recommendations
Participates in creating the media plan presentation, including rounds of internal reviews and feedback
Presents key sections of the media plan to the clients and incorporates client feedback into plan revisions
Day-to-day management of media plans (primary optimizer) with guidance from Sr Planner to ensure monthly budgets are being met and adjustments are made accordingly
Collaborates with cross-channel leads to manage overarching media budget across channels to maintain optimal spend across channels to maximize performance
Leads the billing process by ensuring billable amounts are confirmed by the publishers, accounting sheets are completed with accuracy and all necessary parties are informed of QAed data by MP
Oversees AMP's work across creative management, IOs, brand safety, and accounting duties
Executes Quality Assurance (QA) of tracking functionality and creative units to identify and solve any issues
Responsible for campaign post-launch information, such as screenshots, links and placement information to demonstrate proof of placement for clients
Enters and manages plans, tracks insertion orders, creative specifications development, and handles traffic sheets/creative assignments as necessary
Executes QA for AMP-generated insertion orders within the internal systems tool to reserve advertising space and is responsible for the accuracy of plan details and confirmation of delivery, ensuring proper protocol
Partner Relationships/Management - 15%
Maintains strong relationships with partners by providing timely responses and feedback
Negotiates the best pricing utilizing an industry benchmarking tool (SQAD), added value and favorable terms (i.e. net payment, cancellation clause)
Responsible for fielding day-to-day partner communication to manage and optimize the campaign, ensuring contract fulfillment
Participates and aids in larger contract negotiations (i.e. upfront, client portfolio, agency-wide)
Actively meets with current and new partners to stay current on offerings and to identify opportunities to participate in betas, first-to-market ad products
Works with the creative agency by sharing high-level plan, asset needs and specs
Team Management - 20%
Helps create AMP onboarding plan & track progress with guidance from the supervisor and AMD
Train AMPs on campaign execution/management workflows, inclusive of IOs, trafficking, pacing, IOs, plan actualizing, accounting and reporting
QA their work to achieve 100% accuracy
Train AMPs on GA proprietary and 3rd party platform/tools (CRISP, DCM, Comscore, Kantar, SQAD)
Educate AMPs on the media planning process and have them assist with parts of the process like RFP deployment, proposal organization and audience/industry research
Coach AMPs through resolving difficult partner situations and proactively owning up to and resolving mistakes
Regularly meets with AMPs on a weekly basis to check up on work progress and professional development (is training on-track, additional support needs)
Updates Supervisor/AMD on their own progress and their AMP’s progress and communicates wins, losses, concerns, and areas of opportunity to improve workflow
Reporting - 20%
Maintains the asset library and creates campaign launch decks for their respective clients
Evaluates overall campaign effectiveness by writing mid-campaign and post-campaign performance reports (client-determined cadence), pulling data from various sources (i.e. DCM, CRISP, Crossix, partners)
Coordinates with the channels (i.e. programmatic, search, social) to identify key high-level insights and supporting details
Writes reporting insights, incorporating storytelling techniques explaining “the what”, “why it matters,” and “how we’re actioning on it”
Presents report to clients with the ability to answer questions and provide campaign details
Proactive about identifying new partners/tests to evaluate
Ability to form and start writing internal and client-facing POVs
Overall Skills Demonstrated by Media Planner
Strong time management skills and ability to meet deadlines
Problem solver who contributes creative solutions and ideas
Attention to detail and accuracy across communications and campaign execution elements
#J-18808-Ljbffr
Carries through the media strategy vision laid out by the Supervisor/AMD, and contributes strategic ideas
Conducts media landscape, target audience, and competitive research utilizing GA toolset (i.e. Kantar, Comscore, eMarketer)
Leads internal cross-channel brainstorms to generate initial ideas and RFP list
Writes RFPs and rigorously evaluates partner proposals using quantitative and qualitative criteria
Leads and coordinates with the various channels (programmatic, search, social) to build the media plan recommendation; ability to rationalize and defend media plan recommendations
Participates in creating the media plan presentation, including rounds of internal reviews and feedback
Presents key sections of the media plan to the clients and incorporates client feedback into plan revisions
Day-to-day management of media plans (primary optimizer) with guidance from Sr Planner to ensure monthly budgets are being met and adjustments are made accordingly
Collaborates with cross-channel leads to manage overarching media budget across channels to maintain optimal spend across channels to maximize performance
Leads the billing process by ensuring billable amounts are confirmed by the publishers, accounting sheets are completed with accuracy and all necessary parties are informed of QAed data by MP
Oversees AMP's work across creative management, IOs, brand safety, and accounting duties
Executes Quality Assurance (QA) of tracking functionality and creative units to identify and solve any issues
Responsible for campaign post-launch information, such as screenshots, links and placement information to demonstrate proof of placement for clients
Enters and manages plans, tracks insertion orders, creative specifications development, and handles traffic sheets/creative assignments as necessary
Executes QA for AMP-generated insertion orders within the internal systems tool to reserve advertising space and is responsible for the accuracy of plan details and confirmation of delivery, ensuring proper protocol
Partner Relationships/Management - 15%
Maintains strong relationships with partners by providing timely responses and feedback
Negotiates the best pricing utilizing an industry benchmarking tool (SQAD), added value and favorable terms (i.e. net payment, cancellation clause)
Responsible for fielding day-to-day partner communication to manage and optimize the campaign, ensuring contract fulfillment
Participates and aids in larger contract negotiations (i.e. upfront, client portfolio, agency-wide)
Actively meets with current and new partners to stay current on offerings and to identify opportunities to participate in betas, first-to-market ad products
Works with the creative agency by sharing high-level plan, asset needs and specs
Team Management - 20%
Helps create AMP onboarding plan & track progress with guidance from the supervisor and AMD
Train AMPs on campaign execution/management workflows, inclusive of IOs, trafficking, pacing, IOs, plan actualizing, accounting and reporting
QA their work to achieve 100% accuracy
Train AMPs on GA proprietary and 3rd party platform/tools (CRISP, DCM, Comscore, Kantar, SQAD)
Educate AMPs on the media planning process and have them assist with parts of the process like RFP deployment, proposal organization and audience/industry research
Coach AMPs through resolving difficult partner situations and proactively owning up to and resolving mistakes
Regularly meets with AMPs on a weekly basis to check up on work progress and professional development (is training on-track, additional support needs)
Updates Supervisor/AMD on their own progress and their AMP’s progress and communicates wins, losses, concerns, and areas of opportunity to improve workflow
Reporting - 20%
Maintains the asset library and creates campaign launch decks for their respective clients
Evaluates overall campaign effectiveness by writing mid-campaign and post-campaign performance reports (client-determined cadence), pulling data from various sources (i.e. DCM, CRISP, Crossix, partners)
Coordinates with the channels (i.e. programmatic, search, social) to identify key high-level insights and supporting details
Writes reporting insights, incorporating storytelling techniques explaining “the what”, “why it matters,” and “how we’re actioning on it”
Presents report to clients with the ability to answer questions and provide campaign details
Proactive about identifying new partners/tests to evaluate
Ability to form and start writing internal and client-facing POVs
Overall Skills Demonstrated by Media Planner
Strong time management skills and ability to meet deadlines
Problem solver who contributes creative solutions and ideas
Attention to detail and accuracy across communications and campaign execution elements
#J-18808-Ljbffr