Senior Planner, Retail Media Strategy

• Develop and lead full-funnel retail media strategies and plans across Walmart Connect, Amazon, Instacart, Roundel (Target), Kroger, Criteo and other RMNs, aligning channel and retailer mix to client business objectives.
• Integrate retail media into broader omnichannel plans, connecting it with Paid Search, Paid Social, Programmatic, Digital Display, Video and Traditional channels.
• Build on-platform and off-platform retail media strategies, recommending budget allocation across retailers, tactics and funnel stages.
• Use audience insights, retailer first-party data, CRM data and market research to build data-driven plans that move shoppers from awareness to purchase.
• Build tactical plans from initial RFP through final presentation, including media strategy, performance updates and optimization recommendations.

• Oversee campaign setup, trafficking and implementation across RMNs, in partnership with executional teams, so plans are executed accurately and aligned with strategy.
• Develop and test custom audience segments, retargeting pools and lookalike models using first-party and CRM data where applicable.
• Optimize campaigns against agreed client success criteria, including ROAS, iROAS, ROI and sales lift.
• Lead negotiations with retail media networks and publishers, securing placements, co-op funding and added-value opportunities within client-approved investment parameters.
• Manage campaign authorizations, monitor client budgets and support reconciliation.

• Partner with the Analytics team and client leadership to set measurement methodologies, closed-loop attribution and incrementality testing across channels.
• Analyze campaign, retailer and market research data (platform reporting, GA4, Comscore, Nielsen) and deliver actionable performance reports with clear recommendations.
• Stay current on the retail media landscape, platform updates and commerce trends, and share that knowledge to educate clients and internal teams.
• Explore new retailer and platform opportunities and lead testing initiatives.

• Act as a primary point of contact and trusted strategic partner for clients on retail media, providing clear communication, project management and creative problem-solving.
• Present retail media strategy, campaign results and growth opportunities to clients, including how retail media drives omnichannel performance.
• Act as the central point of contact between Biddable, Traditional, Analytics and Creative teams to ensure cohesive cross-channel execution.
• Manage relationships with RMN partners, AdTech partners and data providers, contributing to testing and platform recommendations.
• Mentor Planners and Assistant Planners, sharing retail media best practices and supporting execution quality and professional development.

• 3–5 years of digital media planning/buying experience, including at least 2 years planning or managing retail media campaigns (agency preferred; client-side considered).
• Hands-on experience planning and running retail media programs across multiple RMNs (e.g., Walmart Connect, Amazon Ads, Instacart, Roundel, Kroger Precision Marketing, Criteo), including building plans, allocating budgets across retailers, managing briefs and timelines, coordinating activation with executional teams, and tracking pacing and performance.
• Strong understanding of the retail media ecosystem, including on-platform and off-platform tactics, platform-specific algorithms and retail media's role in omnichannel marketing.
• Experience integrating retail media into broader plans that include Paid Search, Paid Social, Programmatic, Digital Display and Video; Traditional media (TV/OOH) experience is a plus.
• Proven track record of optimizing campaigns for sales and conversion outcomes such as ROAS and iROAS, with working knowledge of measurement, attribution and incrementality.
• Working knowledge of GA4, Google Ads, Google Campaign Manager and Looker Studio.
• Advanced proficiency in Excel/Google Sheets (VLOOKUPs, pivot tables) and the ability to interpret complex market research (Comscore, Nielsen, retailer data).
• Bachelor's degree in Marketing, Business, Communications or a related field, or equivalent work experience.

• Strategic thinker with hands-on, detail-oriented execution skills.
• Strong analytical and quantitative skills; turns retail and campaign data into clear recommendations.
• Confident presenter who can deliver strategy and results to clients and internal stakeholders.
• Strong written and verbal communication, organizational and project management skills.
• Able to operate with autonomy, prioritize across multiple accounts and make informed recommendations as situations evolve.
• Collaborates well across Biddable, Traditional, Analytics and Creative teams and with external partners.
• Experience mentoring or guiding junior staff, with a desire to grow into team leadership.
• Proficient in Microsoft Office, especially Excel and PowerPoint.

The pay range for this role is:

$70,000 - $75,000 USD per year