Job Summary
The Senior Media Planner combines strategic media planning expertise with hands-on paid media execution. This person develops media plans, determines channel mix and budget allocation, and translates recommendations into clear, compelling rationale for clients. They also build, manage, and optimize campaigns in Google Ads. The Senior Media Planner works across Morrison's diverse client portfolio, including financial services, B2B, retail, and travel and leisure, and reports to the Media Director.
Job Responsibilities
Media Planning and Strategy
- Develop media plans aligned with client objectives, target audiences, campaign goals, and available budgets.
- Determine the appropriate channel mix, budget allocation, and strategic approach based on campaign objectives and performance expectations.
- Translate media recommendations into clear, client-friendly rationale that explains the why behind the strategy.
- Own media budget recommendations and confidently present and defend strategic decisions with clients.
- Monitor campaign performance and market opportunities to identify ways to improve media effectiveness and inform future planning.
Campaign Execution and Optimization
- Personally build, launch, manage, and optimize campaigns in Google Ads across Search, Performance Max, YouTube, and Display or Demand Gen.
- Monitor campaign performance, budget pacing, and key performance indicators to identify opportunities and address underperformance.
- Analyze campaign data to understand what is working, diagnose performance challenges, and make data-driven optimization decisions.
- Translate performance insights into actionable recommendations that improve campaign effectiveness and inform ongoing media strategy.
- Collaborate with internal team members to coordinate campaign execution, share insights, and maintain alignment across media efforts.
Qualifications
- 5+ years of experience in paid media, including at least three years in media planning, strategy, or a comparable role.
- Recent, hands-on Google Ads experience within the past 12 months, including campaign setup, management, and optimization across Search, Performance Max, YouTube, and Display or Demand Gen.
- Demonstrated ability to develop media plans, allocate budgets strategically, and connect channel recommendations to business objectives.
- Strong analytical skills and the ability to interpret campaign performance data and translate findings into actionable optimizations.
- Experience managing media budgets and presenting strategic recommendations to clients, including explaining and defending investment decisions.
- Agency experience or client-side experience managing paid media across multiple products, business lines, or audiences.
- Strong communication skills and the ability to explain complex media concepts in clear, accessible terms.
Preferred Qualifications
- Experience with Google Marketing Platform tools, including Search Ads 360, Display & Video 360, or Campaign Manager 360.
- Experience with GA4, conversion tracking, and measurement implementation.
- Experience with additional paid media platforms, including Meta, LinkedIn, or programmatic advertising.
- Experience working in regulated industries, particularly banking, financial services, or credit unions.