Director of Local Media Planning

About the role

This is an opportunity to own the local planning function, drive strategy across traditional channels, and lead a high-performing team delivering measurable results in the Nashville market and beyond.

Key Responsibilities

• Lead the development of comprehensive local media planning strategies across traditional channels, aligned to client business objectives.
• Translate local market insights into channel plans, flighting, and tactical recommendations that maximize reach and effectiveness.
• Oversee cross-channel campaign planning, ensuring integration between traditional and other media channels for cohesive local campaigns.
• Own budget allocation and optimization for local media plans, balancing efficiency, effectiveness, and client priorities.
• Guide audience targeting and segmentation strategies, ensuring plans are rooted in robust data and local market behavior.
• Review and interpret campaign performance data, providing clear reporting, insights, and optimization recommendations to clients and internal stakeholders.
• Lead, mentor, and develop the local planning team, setting clear expectations, providing coaching, and fostering a culture of accountability and excellence.
• Partner closely with client leads to present strategies, respond to briefs, and support new business and upsell opportunities related to local media planning.

Key Requirements

• Significant experience in media planning with a strong emphasis on local market strategy and traditional media channels.
• Proven track record of developing and leading cross-channel local campaigns that deliver measurable business results.
• Demonstrated expertise in local market analysis, including competitive landscapes, audience behavior, and media consumption patterns.
• Strong capability in budget management, including planning, forecasting, and reallocating spend based on performance.
• Experience negotiating with local media vendors and partners, including TV, radio, print, out-of-home, and other traditional platforms.
• Advanced skills in audience targeting and segmentation, leveraging data and insights to inform planning decisions.
• Proficiency in data analytics and performance reporting tools, with the ability to translate data into actionable insights.
• Proven leadership experience managing and developing media planning teams in a fast-paced agency or media environment.
• Strong client relationship management skills, including presenting strategies, managing expectations, and handling complex stakeholder needs.

Desirable Skills

• Experience working with multi-market or multi-location brands requiring nuanced local strategies.
• Familiarity with integrating traditional media plans with digital, social, and emerging channels.
• Exposure to marketing mix modelling, attribution, or advanced measurement frameworks.
• Experience in new business pitching, proposal development, and agency growth initiatives.
• Knowledge of the Nashville and broader regional media landscape and local market nuances.