In TV shows or movies, whenever someone comes up with a big, bold advertising idea, the next scene always shows that idea plastered all over the city and airing on every screen. 

But there is a LOT that happens between those two moments, and much of it is thanks to talented Media Planners who do the detailed work to bring marketing campaigns into the real world.

The Creative Ladder’s Career Spotlight, presented by Smartsheet, features one of the many creative industry roles that today’s rising talents might want to consider as a rewarding career path. 

This week we’re focused on Media Planners, who help companies figure out exactly where to spend their limited ad budgets for maximum impact.

What this role does:

Media Planners analyze budgets and trends, including how previous ads have performed; then they develop a plan for where a new ad campaign will appear. Often paired with the Media Buyer role, which negotiates prices for buying ad space, the Media Planner is a vital part of any marketing operation.

Salary range:

$63,000–$107,000 (average $82,000), per Glassdoor; $40,000–$81,000 (average $56,700), per Indeed.

Personality traits that thrive in this career: 

• Good financial planning and budgeting 

• Strong attention to detail

• Research and analysis skills

• Negotiating ability

• Strong communication skills, in writing or in person

What recruiters look for in hiring this role:

• Experience in media planning, buying or strategy

• Proven ability to manage budgets in real time

• An understanding of industry trends, such as digital measurement tools

• Forward-thinking ideas on where marketing trends are headed

A sample career path for this role:

• Junior Media Planner

• Media Planner

• Senior Media Planner

• Director of Strategy

• Chief Strategy Officer