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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 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. 

• Media Strategy & Plan Development- 20% 
  • Carries through media strategy vision laid out by Supervisor/AMD, 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 
• Media Plan Management & Execution- 20% 
  • 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 channel 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, 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 assignment as necessary
  • Executes QA for AMP generated insertion orders within internal systems tool to reserve advertising space and is responsible for 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 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 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 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, 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 ability to answer questions and provide campaign details
• Media Innovation- 5% 
  • 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 

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