General information

Agency: Initiative

Job Function: Planning

Location: Toronto, Canada

Job Ref#: 10340

Description & Requirements

Position Summary

The role of Director, Media Planning (Digital) is responsible for delivering strategic, digital media communication recommendations for a diverse group of clients as well as leading and inspiring a team of digital media professionals. You must think strategically and work collaboratively to create recommendations that deliver on client strategic goals and business objectives. 


This role requires you to work as part of an integrated media planning team to ensure the product is grounded in insights and experience, resulting in flawless media executions.

Key Responsibilities

  • Lead the integration of digital into the overall strategic thinking of the media product, encouraging executions that deliver exceptional results.
  • Ownership and responsibility for ensuring key client objectives met; active participation in client business planning meetings.
  • Cultivate and strengthen client, agency and media partner relationships at the senior level.
  • Lead and develop a direct relationship with the client to become a strategic digital partner with an in-depth understanding of their business.
  • Deliver inspiring, motivating and persuasive presentations which bring creative ideas to life.
  • Pursue organic growth opportunities and participate as required in new business presentations.
  • Proactively seek opportunities to improve processes, methods, systems and/or services to better serve the client and agency.
  • Lead and mentor a team of media professionals. Effectively communicate agency goals, manage workloads, provide ongoing performance feedback, support professional development goals and inspire great results.
  • Produce and manage accurate revenue and projections.
  • Act as a strategic thought leader in digital media – provide best-in-class digital strategy with thorough knowledge in data, search, programmatic, mobile and social.
  • Lead the integration of Specialty Business Units (SBUs) and ensure SBUs are aligned to client business needs, and KPIs.
  • Ensure that all media plans meet client objectives with a fully data led approach, while adhering to the agency's values and philosophies.
  • Maintain industry relationships, participate on committees and organizations; keep abreast of issues and developments and new media opportunities.
  • Lead by example and play an active role in cultivating the culture of our organization.

Desired Skills & Experience

  • Post-secondary education - University graduate and/or advertising/marketing College degree preferred.
  • Minimum of eight (8) years’ experience in digital media planning.
  • Deep understanding of the digital ecosystem inclusive of data, programmatic, social, and mobile, with a working knowledge of search (SEO/SEM).
  • Solid understanding of the Canadian data landscape and its unique parameters.
  • Working knowledge of ad operations (tagging, ad serving, etc.).
  • History of developing positive on-going business relationships, focused on client service.
  • Previous experience managing a portfolio of clients or total ownership of one large complex account with multiple lines of business.
  • Proven experience delivering inspiring and persuasive presentations.
  • Ability to manage complexity across multiple groups, clients and interagency partners.
  • Demonstrated ability to manage and develop staff and lead high performing teams.
  • Ability to delegate and prioritize work accordingly.
  • Proven ability to approach obstacles with creativity and resolve.
  • Demonstrated ability to effectively apply knowledge and insights gained from research and reporting resources to media planning.
  • Excellent communication skills (both written and verbal).
  • Ability to work well under pressure and multi-task in a fast-paced environment.
  • Strong attention to detail and accuracy.
  • Advanced understanding of media research tools (e.g. Clear Decisions, Vividata, Neilson), and media software (e.g. Prisma, DoubleClick, Sizmek, Comscore, Facebook, Twitter and Google AdWords).
  • Proficient in Microsoft Office Suite (Word, Excel and PowerPoint).


IPG Mediabrands is an equal opportunity employer and we welcome and encourage applications from all interested parties. Accommodations are available, upon request, for those with a disability or medical need during any stage of the recruitment process.  We thank all candidates for their interest in IPG Mediabrands, however, only those candidates selected for an interview will be contacted.


About Us

Initiative is different to other media agencies.

We are not trapped by a legacy structure primarily centered on paid advertising. Instead, we are liberated by a new world structure designed to deliver highly differentiated and highly effective communications strategies for our clients.

We’re not the biggest agency in town. So rather than outsize our competitors we must outsmart them. That’s why we’ve built the strongest strategic capability of any agency in the market. Core to this strategic capability is an obsession with culture and how brands can pivot from brand advertising (which is forgettable) to cultural branding (which is memorable).

Our new world model is comprised of four central “craft centers” – Client Advice and Management, Strategy, Communications Design and Partnerships.


Initiative respects that everyone has something unique to contribute to the agency.

We are a bunch of eclectic and brilliant misfits with diverse backgrounds that represent the unique fabric of consumers and culture.

We want you to be yourself. We want to hear your opinions. We want to see your passion and energy.

If you disagree with something you see or hear then speak up. We will never punish or penalize you for bringing something important to our attention.

If you believe you can improve something in the agency then speak up. We will always listen to your ideas and suggestions.

We will not tolerate harassment, bullying or corporate politics. We will not tolerate discrimination of any kind. We expect you to be responsible on social media and remember that you represent the agency and should not bring us into disrepute.

We are committed to your learning and development. The agency will organize regular training to enhance and accelerate your career – we expect you to prioritize training and actively participate.

We strive for world-class work on every client, every time.

We believe that good enough is not good enough.