Manager - Media Planning

CoHire; Bengaluru; On-site; INR 1,800,000 - 2,400,000; Full time

Job summary

CoHire seeks a Manager, Media Planning to own the end-to-end planning process for assigned accounts, from brief to deliverables and measurement, with growing independence. You will interrogate briefs, validate budgets, and craft audience-driven channel mixes that align with business goals.

You will lead research on markets and audiences, apply benchmarks, and guide junior planners. The role requires strong communication and a keen eye for media sufficiency and growth impact.

Qualifications

• 4–6 years of integrated media planning experience across digital and traditional channels.
• Demonstrated independence in plan development — owns the process, not just the outputs.
• Experience with hyperlocal and franchise/multi-unit clients a plus.
• Telecom and CPG industry vertical experience is a plus.
• At least one year in a role with responsibility for reviewing or guiding junior work.

Responsibilities

• Own the full planning process on assigned accounts — brief through flowchart, R&F analysis, channel rationale, and measurement framework — with limited oversight required.
• Interrogate every brief before planning begins.
• Assess if the budget is sufficient for stated goals and whether KPIs are measurable.
• Build channel mix rationale grounded in audience insight and connect media decisions to growth challenges.
• Lead competitive and market research using MediaRadar, Pathmatics and category sources.
• Build audience profiles using Scarborough, Arima, Experian, and Placer.ai; translate insights into implications.

Skills

Integrated media planning experience

Independent plan development

Hyperlocal / multi-unit client exp

Telecom & CPG vertical experience

Reviewing junior work leadership

Reach, frequency, media sufficiency

Brief interrogation & gap analysis

Planning, research & reporting tools

Channel outcomes alignment

Clear written/verbal communication

Attention to detail

Job description

Manager, Media Planning owns the development of integrated media plans for their accounts — from interrogating the brief through to plan delivery and measurement — and you do it with increasing independence and rigor. You are not yet the primary client relationship owner, but you are the person clients trust in the day-to-day planning work. You bring a point of view to every plan, not just a set of outputs.

This role requires someone who can move between strategic thinking and precise execution without losing quality on either end. You know when a budget is not sufficient to meet a goal and you say so. You know when a channel mix does not match the audience and you fix it. You are building the habits and judgment that will make you a strong Senior Manager — and you are actively developing the planners below you as part of that.

Planning Ownership

Own the full planning process on assigned accounts — brief through flowchart, R&F analysis, channel rationale, and measurement framework — with limited oversight required.

Interrogate every brief before planning begins.

Is the budget sufficient for the stated goals?

Are the KPIs measurable and connected to business outcomes?

Is the audience defined specifically enough to drive targeting decisions?

Apply R&F benchmarks to validate that plans achieve media sufficiency.

Build channel mix rationale grounded in audience insight, not habit or default allocation.

Connect media decisions to the client's growth challenge, not just their channel preferences.

On accounts without an embedded Strategy resource, hold the strategic foundations: 5C's analysis, growth challenge articulation, and a workable comms framework to plan from.

Research & Audience

Lead competitive and market research on assigned accounts using MediaRadar, Pathmatics, and category sources — surfacing what it means for the plan, not just what it shows.

Build and analyze audience profiles using Scarborough, Arima, Experian, and Placer.ai, translating behavioral insight into channel and messaging implications.

Stay current on media effectiveness research, channel best practices, and industry trends — bring them to the plan proactively, not when asked.

Qualifications

• 4–6 years of integrated media planning experience across digital and traditional channels.
• Demonstrated independence in plan development — owns the process, not just the outputs.
• Experience with hyperlocal and franchise/multi-unit clients a plus.
• Telecom and CPG industry vertical experience is a plus.
• At least one year in a role with responsibility for reviewing or guiding junior work.

Skills & Knowledge

• Strong working knowledge of reach, frequency, and media sufficiency principles — can apply them, not just describe them.
• Ability to interrogate a brief and identify gaps before planning begins.
• Proficient across planning, research, and reporting tools listed above.
• Understands how channel decisions connect to business and audience outcomes — not just media metrics.
• Solid written and verbal communication; can present a plan rationale clearly and defend it when pushed.
• Attention to detail that shows up in the work, not just in a self-description.