Senior Cross-Tier Media Planner

General Motors • Detroit, MI

3d • Hybrid

About The Position

As a Senior Cross‑Tier Media Planner, you will help evolve how GM plans, measures, and activates media across brands and tiers. This role partners with cross‑functional teams to align media strategy to business outcomes, while ensuring consistency, efficiency, and impact across national and local efforts. A demonstrated, hands‑on command of media planning tools, systems, and planning methodologies, combined with experience leading teams in the practice of media planning is critical to success in this role. This position requires a practitioner who has personally built, evaluated, and optimized media plans.

Requirements

• Hands on media planning leader with a track record of personally building and optimizing media plans using modern planning and buying tools.
• Proven leader of large, complex initiatives, effectively coordinating cross functional partners and agencies to deliver impact at scale.
• Influential leader without direct authority, able to guide, motivate, and align teams of indirect reports toward shared goals and outcomes.
• Strategic, systems level thinker who can navigate complexity, align multiple stakeholders, and drive clarity in ambiguous environments.
• Strong analytical acumen, with the ability to synthesize data, insights, and performance signals into actionable recommendations that inform investment decisions.
• Results driven and resilient, consistently delivering outcomes amid evolving priorities and dynamic market conditions.
• Compelling communicator and storyteller, with demonstrated ability to distill complex data into clear, executive ready narratives across written, verbal, and presentation formats.
• Proactive, composed, and accountable, demonstrating initiative, sound judgment, and confidence under pressure.
• 6+ years of hands‑on experience in media planning and buying, with direct ownership of planning tools, systems, and frameworks.
• Bachelor’s degree required; preferred in marketing, business, or related fields
• Demonstrated understanding of the media ecosystem, including platforms, technology, and planning/buying processes
• Experience working for media agencies
• Proven ability to manage multiple projects and deadlines
• Demonstrated presentation skills, including development of executive ready materials and storytelling that enables decision making
• Outstanding oral and written communication skills

Nice To Haves

• Knowledge of GM structures and processes
• Automotive experience
• Understanding of audience based and reach based planning

Responsibilities

• Own and actively use media planning tools and systems (reach‑based planning, audience tools, buying platforms, and analytics solutions) to develop, evaluate, and optimize media plans across national and local tiers.
• Lead teams and agency partners in the day-to-day practice of media planning, setting clear planning standards, methodologies, and quality expectations across brands and markets.
• Act as a working expert and coach to Brand, Sales Operations, and agency partners on media planning tools, systems, and best practices.
• Evaluate reach, frequency, and channel mix across national and local markets to uncover gaps, inefficiencies, and opportunities to drive incremental reach growth.
• Collaborate closely with Brand, Product, Sales Operations, and Performance Marketing teams to ensure media strategies are aligned to brand priorities and growth objectives.
• Integrate media strategies across Marketing, Sales, Field, CX, Experiential, and Communications teams to deliver a coordinated national, zone, and LMA approach that amplifies impact.
• Clearly articulate media strategy, learnings, and growth opportunities to senior leadership across Sales and Marketing.
• Build strong, trusted partnerships with GM MediaOne central experts (Audience, Ad Tech, Channel Leads) and Sales Operations stakeholders to enable aligned execution and shared success.

What This Job Offers

• Job Type: Full-time
• Career Level: Mid Level