Media Planner Job Description Template

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Media Planner Job Description Template

Job Brief

We are looking for a Media Planner to shape and execute effective advertising campaigns. Your job will be to identify and reach target audiences, as well as evaluate campaign success.

To succeed in this role, you should be a skilled communicator and decision-maker who can collaborate well with various teams. Knowledge of market research and a willingness to follow media trends are essential.

Your goal will be to optimize media marketing campaigns to increase brand awareness and help achieve business goals.


  • Collect and analyze market data
  • Identify target audiences and understand their behavior and habits
  • Determine the best media outlet mix for our campaigns
  • Optimize ad campaigns according to geographic exposure, frequency, time spans and more
  • Allocate budgets and monitor costs
  • Follow media trends of online and offline outlets (TV shows, magazines, blogs, radio programs)
  • Evaluate the success of media strategies and campaigns


  • Proven experience¬†as a Media Planner; experience in digital media is preferred
  • Broad knowledge of media channels
  • Familiarity with campaign evaluation metrics and media buying
  • Working knowledge of analytics tools (e.g. GfK MRI, MOAT, Nielsen IMS)
  • Excellent communication and teamwork skills
  • An analytical mind with an aptitude for statistics and math
  • Strong decision-making skills
  • BSc/BA in Marketing, Business Administration or similar field

What does Media Planner do?

A Media Planner is responsible for developing media strategies and plans to effectively reach the target audience for a given campaign. On a day to day basis, a Media Planner typically:

  1. Conducts research: This involves analyzing market data, consumer insights, and media trends to identify target audience demographics, preferences, and behaviors. This research helps in determining which media platforms and channels are the most appropriate for reaching the target audience.

  2. Sets objectives and develops media plans: Based on the research and client briefs, the Media Planner sets campaign objectives and creates media plans that outline the recommended media platforms, channels, and tactics to be used. This includes selecting the appropriate media mix, such as TV, radio, digital, social media, print, or outdoor advertising.

  3. Negotiates with media vendors: Media Planners negotiate and secure media inventory, such as ad space or airtime, with media vendors. They work closely with sales representatives to negotiate costs, placements, and campaign schedules that align with the campaign goals and budget.

  4. Monitors and optimizes campaigns: Media Planners continuously monitor campaign performance and media consumption metrics to assess the effectiveness of the media plan. They make adjustments to optimize media placements, budgets, and scheduling as needed to improve campaign performance and maximize ROI.

  5. Collaborates with creative teams: Media Planners work closely with creative teams, such as copywriters and designers, to ensure the media plan aligns with the creative strategy and messaging. They provide guidance on media requirements, such as ad dimensions, durations, and specifications.

  6. Generates reports: Media Planners regularly generate reports that analyze campaign performance and media metrics. These reports provide insights on reach, frequency, audience engagement, and other key performance indicators. The findings are used to evaluate the success of the media plan and inform future campaign strategies.

  7. Keeps up with industry trends: Media Planners stay informed about the latest media consumption habits, industry trends, and emerging technologies in order to suggest innovative media opportunities and strategies for clients.

Overall, a Media Planner is responsible for strategic media decision-making, effective campaign execution, and ensuring that the right message reaches the right audience through the most appropriate media channels.

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