Sr. Media Planner

The Opportunity Ready to build the media planning playbook for one of the world's most recognized brands? Adobe is establishing a new in-house media planning function to take direct ownership of end-to-end media buying and develop an AI-driven engine for global advertising execution. As Senior Media Planner, this role will translate regional media strategy into tactical media plans for one or more paid channels — starting with Meta, TikTok, and Snap — converting strategy into plans the buy desk can implement directly. It's an early opportunity to help shape how Adobe plans and buys media for years to come!

What the Role Does

This role sits between the media strategy teams and the buy desk, making sure every plan is platform-native and ready to execute! The Senior Media Planner builds tactical plans for assigned channels — audience targeting, budget splits, flighting, and placement — based on regional media strategy, and stays in daily contact with the local strategy team to maintain alignment. Keeping pace with platforms that change their ad products and targeting tools every quarter takes staying current and applying that knowledge consistently across every plan. Finished plans get handed to Adobe's India-based media-buying team for execution. This role flags blockers and resolves them against the team's established process. Where it fits, Adobe's own marketing technology — GenPem, AEP, RTCDP — gets built into the plan, putting Adobe's platforms to work on its own advertising. Before anything moves to the buy desk, campaigns are tagged, organized, and quality-checked against Ops standards, with local nuance (language, regulatory, pricing) layered on top of consistent global planning practices. This role will also partner with regional strategists and analysts to review campaign reporting and translate results into optimizations: budget shifts, targeting changes, and creative refreshes for their channel(s). Performance trends, platform changes, and new targeting or data-sharing opportunities get surfaced back to the Director of Media Planning and the broader team. The role also helps shape a consistent quarterly planning process and works directly with platform partners to identify testing and beta opportunities each cycle.

Scope & Reporting

This is an individual contributor role, one of a global team of seven Media Planners reporting to the US-based Director of Media Planning. The role works closely with, but does not manage, the India-based buy desk, analytics, media strategy, and engineering partners. Initial focus is paid social (Meta, TikTok, Snap), with scope expected to grow over time.

First 90 Days

During the first quarter, the goal is to ramp fast and build trust. Become proficient in Adobe's audience segments, brand guidelines, and channel mix, and work on building relationships with regional strategists regarding media objectives and planning cadence. Complete the buy desk handoff process for at least one full plan submission. You will audit current tagging, naming, and QC practices against new Ops standards. You will establish a regular cadence with regional strategy counterparts and the India-based buying team.

What's Needed to Succeed

• 5+ years in digital advertising or media planning/buying, with hands-on experience in at least one of Meta, TikTok, or Snap
• Strong working knowledge of platform ad managers, audience targeting tools, and campaign measurement
• Experience managing multi-market activations, including platform setup across a wide range of markets and languages
• A track record of delivering performance-focused paid social campaigns
• Comfort reading campaign dashboards and working with analysts to shape concrete optimization recommendations
• Ability to translate strategic briefs into detailed, executable media plans
• Clear communication across regional and offshore teams, holding to global standards while adapting to local needs
• Strong attention to detail — comfortable owning QA, QC, and documentation for assigned plans

Nice-to-Haves

• Familiarity with AI-driven media buying, including executing buys through LLM-based tools like Meta's MCP
• Experience with Adobe's marketing and advertising tools (GenPem, AEP, RTCDP)
• Experience working with an offshore or outsourced buying/execution team
• Background spanning both B2B and consumer advertising
• Agency experience, or exposure to a newly formed team — ideally at a company insourcing media execution

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