Senior Director, Integrated Local Media Planning

Tinuiti•New York City, NY

6d•Remote

About The Position

The Senior Director, Integrated Local Media Planning is a senior leader within Tinuiti’s Strategic Planning team. The role serves as the primary media planning lead on key client accounts and as the subject matter expert responsible for advancing and scaling the agency’s Local Strategic Planning capability. The position develops and guides media strategies across the customer journey that balance audience, channel, and context to meet client KPIs and drive profitable growth. It applies national planning principles to local markets while accounting for geographic differences in audience composition, media consumption, cost, inventory, competitive pressure, footprint, and business opportunity. The role determines when a tailored local approach is appropriate versus national, regional, or clustered strategies. Within the Strategic Planning Center of Excellence, the Senior Director establishes and scales local planning methodologies, processes, tools, data requirements, quality standards, and training to support high-quality execution across markets. The position advises major clients, works with Client Partners to expand media investment and strengthen agency relationships, and partners across internal teams and external research, measurement, data, media, and technology organizations. The role is based in the New York metropolitan area or within reasonable commuting distance of Tinuiti’s Manhattan office, with travel to onsite meetings 1–2 times per month as needed. Tinuiti describes its work environment as fully remote and offers flexibility.

Requirements

12+ years of progressive media strategy and planning experience, including significant leadership in local, market-level, or DMA-level planning for geographically complex businesses such as multi-market, retail, franchise, or service-area organizations.
Comprehensive cross-channel experience spanning linear and digital media, with deep expertise in video and social channels and market-specific dynamics.
Hands-on expertise with industry planning and research tools such as Kantar, Pathmatics, and SimilarWeb, and local sources such as Scarborough, Nielsen Local, and MRI/NMI datasets.
Demonstrated experience building, evolving, or scaling local media planning capabilities, including frameworks, tools, partner models, training, or standards used by other planners.
Demonstrated ability to formulate defensible local recommendations when preferred data sources are limited or unavailable.
Proven success serving as a trusted advisor to senior client leaders and managing relationships with local research, data, and media partners.
Willingness to travel to onsite meetings 1–2 times per month as needed.
Based in the New York metropolitan area or within reasonable commuting distance of Tinuiti’s Manhattan office.

Responsibilities

Lead the development and scaling of Tinuiti’s local strategic planning capability within the Center of Excellence, establishing frameworks, tools, quality standards, and training for client teams.
Serve as the agency’s subject matter expert for market/DMA-level and geographically nuanced media planning.
Orchestrate strategic media plans aligned with client business goals to build brand equity and accelerate profitable growth.
Develop local planning frameworks addressing market opportunity, audience concentration, media consumption, competitive pressure, footprint, and media economics.
Determine optimal geographic investment levels—national, regional, market, or clustered—and establish market prioritization and clustering frameworks.
Guide teams in translating national planning assumptions locally and building defensible recommendations when local-market data is incomplete or unavailable.
Establish best practices for local reach, frequency, duplication, weight, diminishing returns, and sufficiency planning.
Partner with communications planners to align strategy across audiences, messaging, and channels.
Templatize and produce core outputs for Tinuiti’s planning tool suite and oversee planner training on local tools, datasets, and principles.
Partner with internal intelligence and tools teams to inform the evolution of Tinuiti’s local planning tools and capabilities.
Cultivate relationships with research, measurement, data, media, and technology partners to support local planning needs.
Define how local planning principles apply across varied activation models and partner ecosystems while maintaining quality standards.
Lead consultancy opportunities focused on media mix, audience development, and market-prioritization strategies.
Work closely with Client Partners to provide strategic guidance, expand media investments, and strengthen agency relationships.
Travel to onsite meetings 1–2 times per month as needed.

Benefits

Unlimited paid time off.
20 paid holidays.
Fully remote work environment and flexibility.
Medical, dental, vision, life, and disability coverage.
Flexible Spending Accounts.
Retirement plan with a 100% match on contributions up to 4%.
Fringe and Forma perks and wellness benefits.
Unlimited telemedicine and teletherapy at no cost.
16 weeks of fully paid leave for birthing parents and 12 weeks for partners after the birth or adoption of a child.
On-demand learning, mentorship, and leadership and management development programs and resources.