Senior Media Planner

Core Responsibilities

• Lead integrated media planning from the client brief through recommendation, activation, optimization and reporting.
• Translate business and marketing objectives into clear media strategies, audience approaches, channel roles and measurable KPIs.
• Build full-funnel plans across endemic agricultural media, programmatic, paid social, paid search, digital video, audio, print and other relevant channels.
• Work directly with the Digital Strategist and Media Buyer to build, activate and steward each campaign.
• Partner with the Digital Strategist on audience development, platform strategy, measurement, activation and optimization.
• Research and implement new digital technologies, formats and best practices relevant to clients’ media strategies and objectives.
• Analyze and research clients’ target audiences, including their characteristics, purchasing behaviors and media habits.
• Serve as both a collaborator and the day-to-day media lead for assigned accounts, confidently presenting recommendations and advising clients.
• Meet with clients to discuss and present projects, understand their advertising strategies and target audiences, and align media recommendations with business needs.
• Write and manage vendor RFPs, evaluating proposals based on audience quality, strategic fit, performance potential and cost efficiency.
• Develop media flowcharts, investment allocations, tactical recommendations and performance projections.
• Develop and maintain strong relationships with media partners, staying current on inventory, rates, capabilities and audience data.
• Negotiate integrated, multichannel media packages with partners, securing competitive rates, added value and terms aligned with strategy. Present alternative options to clients when appropriate.
• Establish measurement frameworks and reporting plans before launch, including KPIs, tracking requirements and benchmarks.
• Ensure paid and traditional media data is captured, measured and translated into clear insights.
• Analyze campaign performance across channels and turn results into optimization recommendations and actionable insights for current and future campaigns.
• Present media plans, performance results and optimization recommendations to clients with confidence and clarity.
• Advise account and creative teams on the most effective media combinations.
• Coordinate with Account Management, Creative, Analytics, Marketing, PR and Content, Project Management and Finance teams to keep work moving smoothly.
• Develop points of view on media valuation, emerging formats and industry shifts to inform client strategy.
• Contribute media expertise to new business pitches and client growth opportunities.
• Mentor and train Media Planners and Media Coordinators, with growing responsibility for team oversight.

Must-Have Qualifications:

• Bachelor’s degree in marketing, media or a related field preferred.
• Approximately 5–8+ years of media planning experience, ideally within an agency environment; media buying experience is a plus.
• Demonstrated experience leading integrated media plans and managing campaigns from strategy through reporting.
• Proven expertise across integrated traditional and digital media planning, including ad serving, behavioral targeting and performance analytics.
• Strong working knowledge of publishers and endemic media partners; agriculture or B2B media experience is strongly preferred.
• Strong grasp of media math and financial management, including CPM, CPC, CPL, reach, frequency, pacing and budget reconciliation.
• Experience managing RFPs, negotiating vendor proposals and securing competitive rates and added value.
• Strong quantitative and analytical skills, with the ability to connect campaign results to strategic recommendations.
• Ability to turn complex information into concise, persuasive client recommendations.
• Strong presentation skills and confidence communicating with senior clients and internal leaders.
• Excellent attention to detail, organization and ownership across multiple accounts, deadlines and budgets.
• Ability to lead collaboratively and proactively without waiting for every next step to be assigned.
• Advanced proficiency in Microsoft Excel and PowerPoint, with experience using ad platforms, reporting tools and media research tools.

In addition, this role requires:

• Genuine curiosity about agriculture and a willingness to learn complex agricultural audiences and purchasing journeys.
• Comfort working in categories where conversion paths are not always direct or easily attributable.
• The ability to balance trusted endemic media partnerships with data-driven digital opportunities.
• The ability to connect media performance to business outcomes—not just impressions, clicks and engagement.
• A collaborative, accountable and service-oriented approach to working with clients, partners and fellow AdFarmers.
• A commitment to AdFarm’s values in all professional activities.