Traditional Media Planner/Buyer


TITLE: Traditional Media Planner/Buyer

REPORTS TO: Tim Christian, Vice President

JOB TYPE: Full time


ON-LOCATION: Preferred, but not required

At KW2, we believe our people grow together in diverse, equitable, and inclusive environments where their unique insights, experiences, and backgrounds are valued and build authentic relationships. We are committed to equal employment opportunity regardless of race, color, ancestry, religion, sex, national origin, sexual orientation, age, citizenship, marital status, disability, military veteran status, and all other characteristics, attributes, or choices protected by law.

Please note that this position is remote through September 2021.

Position Details

Traditional Media Planner/Buyer
Southwest Wisconsin
Madison, WI


The Media Planner/Buyer oversees the traditional media buying functions of the agency—from planning to buying to the reconciliation of the buys. They will work in conjunction with Digital Media Manager and Media Coordinators to help fulfill media buys.

This position will work very closely with the KW2 Controller to ensure financial reporting and tracking of media buys are accurate. This position will also assist in creating, building, and maintaining working partnerships with vendors and potential new vendors and recommend new media outlets. Candidate can work remotely, though is welcome to work at KW2’s office in Madison.



Media Strategy and Planning

  • Establish media strategy in collaboration with KW2 Account services. You will provide strong data to back up strategies, and tie recommendations to client goals and objectives.
  • Plans strategically with traditional media planner/buyer to ensure offline and online tactics complement each other and maximize results for the client.
  • Establish measurement plans and metrics for digital media buys.
  • Create and present digital media recommendations to Account Service and directly to clients when needed.
  • Work with other KW2 teams in concepting on campaigns that involve digital and other traditional media outlets. This involves content concepting with Creative and UX personnel.

Media Buying and Reconciliation

  • Maintain proactive communications with vendor partners. Issue RFPs to and negotiate with digital media vendors as needed
  • Perform media and keyword research as necessary to inform buy recommendations
  • Create and deliver buy recommendations internally and to clients, detailing approach as well as vendor, placement and targeting recommendations
  • Issue orders to digital vendors
  • Set up ad accounts as necessary, ensuring that metrics can be easily tracked through analytics platforms
  • Issue accurate media billing to clients
  • Frequently enter and reconcile digital media invoices with planned/purchased amounts to ensure adequate pacing and full delivery
  • Experience working with a DSP
  • Experience working ad servers

Reporting and Optimization

  • Optimize and report on each buy on a timeline to be determined by Digital Media or Account Manager.
  • Present to account managers and clients and implement feedback
  • Ensure performance against pre-determined KPIs and as part of overall marketing goals
  • Establish and maintain a reporting structure for each digital media campaign If necessary, negotiate and implement makegoods 


  • 3-5 years in traditional media planning and buying.
  • Ability to multi-task and work efficiently under tight deadlines
  • Strong written, verbal, and visual communication skills Attention to detail
  • Strong accounting and media invoice reconciliation skills
  • Foster strong relationships with media vendors
  • Experience with multiple intelligence gathering tools to help guide media planning (Nielsen, Simmons, comScore)
  • Agency experience preferred

Compensation based on experience. 

Benefits include health, dental, life, 401k, flexible spending accounts, and generous paid time off. 

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