Senior Planner, Retail Media Strategy

Mile Marker•New York, NY

1d•$70,000 - $75,000

About The Position

Mile Marker is seeking a Senior Planner, Retail Media Strategy to develop and guide retail media strategies across Walmart Connect, Amazon, Instacart, Roundel (Target), Kroger, Criteo and other Retail Media Networks. The role integrates retail media into omnichannel plans, recommends budgets across on-platform and off-platform tactics, and optimizes campaigns against client success criteria such as ROAS and iROAS. The Senior Planner owns campaigns end to end, from RFP through activation, measurement and optimization, with day-to-day autonomy on assigned accounts and guidance for junior team members. The position leads strategy and planning, oversees activation and optimization, partners on measurement and insights, and serves as a primary client contact and strategic partner. It also coordinates across internal teams and external RMN, AdTech and data partners, and mentors Planners and Assistant Planners.

Requirements

3–5 years of digital media planning or buying experience, including at least 2 years planning or managing retail media campaigns; agency experience preferred, client-side experience considered.
Hands-on experience planning and running retail media programs across multiple RMNs, including building plans, allocating budgets, managing briefs and timelines, coordinating activation, 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 plans that include Paid Search, Paid Social, Programmatic, Digital Display and Video.
Proven track record 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 or Google Sheets, including VLOOKUPs and pivot tables, and ability to interpret complex market research such as Comscore, Nielsen and retailer data.
Bachelor's degree in Marketing, Business, Communications or a related field, or equivalent work experience.
Strategic thinking with hands-on, detail-oriented execution skills.
Strong analytical and quantitative skills and ability to turn retail and campaign data into clear recommendations.
Confident presentation skills for strategy and results to clients and internal stakeholders.
Strong written and verbal communication, organizational and project management skills.
Ability to work autonomously, prioritize across multiple accounts and make informed recommendations as situations evolve.
Ability to collaborate across Biddable, Traditional, Analytics and Creative teams and with external partners.
Proficiency in Microsoft Office, especially Excel and PowerPoint.

Nice To Haves

Traditional media experience, including TV or OOH.
Experience mentoring or guiding junior staff, with a desire to grow into team leadership.

Responsibilities

Develop and lead full-funnel retail media strategies and plans across Walmart Connect, Amazon, Instacart, Roundel, Kroger, Criteo and other RMNs, aligning channel and retailer mix with client business objectives.
Integrate retail media into broader omnichannel plans across Paid Search, Paid Social, Programmatic, Digital Display, Video and Traditional channels.
Build on-platform and off-platform strategies and recommend budget allocation across retailers, tactics and funnel stages.
Use audience insights, retailer first-party data, CRM data and market research to create 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.
Develop and test custom audience segments, retargeting pools and lookalike models using first-party and CRM data where applicable.
Optimize campaigns against client success criteria, including ROAS, iROAS, ROI and sales lift.
Lead negotiations with retail media networks and publishers to secure placements, co-op funding and added-value opportunities within approved investment parameters.
Manage campaign authorizations, monitor client budgets and support reconciliation.
Partner with Analytics and client leadership to set measurement methodologies, closed-loop attribution and incrementality testing across channels.
Analyze campaign, retailer and market research data, including platform reporting, GA4, Comscore and Nielsen, and deliver actionable reports and recommendations.
Stay current on retail media platforms and commerce trends, and educate clients and internal teams.
Explore new retailer and platform opportunities and lead testing initiatives.
Serve as a primary client contact and trusted strategic partner, providing communication, project management and creative problem-solving.
Present retail media strategy, campaign results and growth opportunities to clients, including retail media's contribution to omnichannel performance.
Coordinate Biddable, Traditional, Analytics and Creative teams to support 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 best practices and supporting execution quality and professional development.