Sr. Online Media Planner

Overall Role

The Senior Online Media Planner is responsible for delivering innovative and creative media plans and directing the day-to-day media activity on the assigned accounts.  Candidate is responsible for developing media strategy based on the client?s marketing and advertising objectives.  Candidate must also possess appropriate coaching skills and competencies to guide the activities of the Online Media Associate.

Responsibilities and Duties

 

Leadership / ManagementEffectively directs the activity of others while balancing own activitiesSets an example for quality of workMotivates team effectivelyProvides continual and annual feedback for Online Associates, identifying strengths and weaknesses, and providing direction for developmentReadily provides guidance/direction to team and client on handling any vendor/media problemsReviews quality of work of Online Media Associate (reviews weekly results reports, budgets, etc.)Oversees the tactics necessary to achieve the plan objectives

 

Effective Planning and OrganizationDevelops planning timeline with key milestonesSets schedule for task completion for self and Online Media AssociateEvaluates target audience segments based on plan parametersReviews demographic data and media buying targets in @planDetermines competitive set and develops competitive analysis using AdRelevanceWrites RFP that includes media brief elements, necessary for reps to provide accurate proposalsQuickly responds to rep questionsNegotiates rates from vendor proposals and seeks added value opportunities in writingDetermines budget allocation across media opportunities with rationaleCreates site consideration set for evaluationDevelops criteria to evaluate sites specific to client objectivesDetermines minimum cell size requirements for testing planDevelop accurate plans, within deadline and budget parameters, meeting overall objectives and plan strategyDevelops recommendation of media with specifics of impressions, negotiated rates, placement, units, timing and savings from negotiationsDevelops marketing ROI forecast by site, placement and unit with historical benchmarks or industry averagesWorks with third-party ad serving company to execute accurate plans in a timely mannerWorks closely with creative team, beyond supplying specs, to develop an integrated media/creative product for clientsRecognizes ?make-good? opportunities and negotiates on behalf of clientMaintains a budget for all plans/campaignsCommunicates project status effectively to internal teamRecommends special media opportunities to clientUtilizes results information to provide solid rollout plansResponds to client inquiries about media properties by writing POVs.

 

Analysis and InsightDevelops clear and effective marketing objectives and strategies for the client?s campaignsDraws observations and recommendations based on results charts completed by Online Associate and adjust plan accordinglyProactively optimizes campaigns when needed for effectivenessParticipates in brainstorming meetings and client kick-off meetings, offering media insightBegins to identify opportunities for Wilson RMS business growth

 

Proficient in Media / Technical KnowledgeUnderstands when to utilize appropriate research tools, to add depth and rationale to plans, and manages/directs Associate Planner in application

 

o  @plan

o  AdRelevance

o  DART (or other third-party ad server used for client)

o  SRDS

o  Other systems deemed necessary (with access)

 

Other SkillsPossesses knowledge of emerging media technologies and latest trends in the media marketplace (self education through trade sites)Excellent oral and written presentation skillsBuilds and maintains strong relationships with media vendorsEffective objective and strategy development skillsSound and logical decision-making abilityAbility to manage multiple projectsPersuasive skills for internal and client discussionExcellent analytical abilities