What does a Media Planner do?

A media planner works across Media Planning, Google Ads, Meta Ads Manager to build and maintain systems in creative & media. Day-to-day, you'll be writing code, reviewing pull requests, debugging production issues, and collaborating with product and design teams. It's the kind of role where you need to balance getting things done with doing them well.

The people who do well in this role tend to be strong in The Trade Desk, Nielsen, Comscore, but more importantly, they know how to figure out what they don't know. Creative & Media moves fast, and the best media planners are the ones who can adapt without needing someone to hand them a playbook every time something changes.

Right now, media planner roles pay in the range of $55,000 - $90,000, and most positions are looking for mid-level candidates. It's a competitive field, but companies are hiring. If you've got the right skills and can show real project work, you're in a strong position.

How to get there

Build your foundation in media planner

Before anything else, get solid on the fundamentals. For media planner roles, that means understanding Media Planning and Google Ads at a level where you can explain them to someone else. Don't try to learn everything at once. Pick the core topics that show up in every job posting for this role and get genuinely good at them.

Get hands-on with Media Planning and Google Ads and Meta Ads Manager

Reading docs and watching tutorials won't get you hired. You need to actually build things with Media Planning and Google Ads and Meta Ads Manager. Set aside time every week to write code, run experiments, or practice in a real environment. Hiring managers can tell the difference between someone who has used a tool and someone who has just read about it.

Work on real projects

Build a portfolio of real work. Client projects, personal projects, or spec work that shows range and quality. The goal is to have something concrete you can talk about in interviews. "I built X, it does Y, and here's what I learned" is worth more than any course certificate.

Get certified in Google Ads Certification

For media planner roles, certifications like Google Ads Certification actually carry weight with hiring managers. They won't get you the job on their own, but they signal that you've put in structured effort. If you're choosing between certifications, pick the one you see mentioned most in job postings for roles you want.

Target your first media planner role

Most media planner positions are mid-level and pay around $55,000 - $90,000. When you're applying, tailor your resume for each job. Use the exact skills and keywords from the posting. Don't be picky about company size or brand name early on. A role where you'll learn fast is more valuable than a prestigious name on your resume.

Grow from here

Once you've got a couple years as a media planner, you'll have options. Roles like Art Director, UX Writer, Creative Producer are natural next steps in creative & media. The key is to keep building depth in your specialty while picking up broader skills like leadership, architecture, and cross-team collaboration. Your career path isn't a straight line, but this gives you a strong starting point.

Skills you'll need

These are the skills that show up most often in media planner job postings. You don't need all of them on day one, but you should be working toward them.

Media PlanningGoogle AdsMeta Ads ManagerThe Trade DeskNielsenComscoreExcel/Google SheetsCampaign AnalyticsBudget AllocationCross-Channel Strategy

Certifications that help

These won't get you hired on their own, but they show hiring managers you've put in real study time. Worth it if you're switching careers or don't have much experience yet.

Google Ads Certification

Meta Media Planning Professional Certificate

The Trade Desk Edge Academy Certification