UM Vision
UM is a global media agency committed to empowering brands to their full potential for growth through the power of patterns by opening a brand’s aperture and rejecting black-and-white marketing decisions. As a leading global media network in Omnicom, UM operates in over 100 countries, with more than 3,000 people.
In the MENAT region, UM is part of the MCN (Middle East Communications Network) group and stands as the largest network, with 12 offices spanning 11 markets. Ranked the #1 media agency in MENA by RECMA in 2025 for the 8th consecutive year, and certified as a Great Place To Work for four consecutive years ), UM serves a roster of global and regional clients including stc, iHerb, AlShaya, Modon, Dyson, Aramco, Trendyol, Boeing, Nespresso, McDonald's, Sony, AlSafi Danone, New Balance and Al Habtoor Motors.
Role Description
The Senior Executive – Integrated Planning will be responsible for the quality of the integrated media product for their allocated clients and team, ensuring seamless planning across both offline and digital channels. The role includes developing media objectives and KPIs, translating strategy into effective channel plans, and building the technical and commercial knowledge needed to drive performance and optimization. The Senior Executive will proactively bring forward integrated media solutions, market insights and best practices. They will also support overall client satisfaction by managing and liaising with internal stakeholders to ensure all deliverables meet the highest standard of product excellence.
Responsibilities
- Demonstrates a strong understanding of clients’ business and marketing objectives, translating these into integrated media strategies across offline and digital channels, including TV, print, radio, out-of-home, digital, social and performance media.
- Supports the development of media objectives, channel strategies, target audiences, KPIs and tactical plans in line with client and campaign requirements.
- Develops and presents clear, insight-led integrated media recommendations alongside the Senior Planner, Media Manager or Team Head.
- Plans, evaluates, implements and optimizes media campaigns across the full media mix, ensuring online and offline activity work together to deliver against agreed objectives.
- Maintains strong knowledge of the local media landscape, consumer behavior, media consumption trends, research tools and emerging platforms.
- Integrates audience, market, category and campaign research effectively into the planning process, drawing clear implications and recommendations for clients.
- Identifies proactive, creative and lateral media opportunities, including innovative media formats, partnerships, content integrations and alternative communication approaches.
- Supports the delivery of major media initiatives and guides junior planners on the preparation, evaluation and execution of media plans.
- Manages day-to-day planning deliverables for allocated clients, acting as a key point of contact with Client Service and clients under the guidance of the Media Supervisor or Team Head.
- Maintains ownership of media planning budgets, ensuring accurate phasing, budget control, reconciliation and timely delivery of plans and schedules.
- Manages complex and multi-brand media budgets with accuracy and attention to detail.
- Works closely with the Buying, Digital and Performance teams to ensure plans are commercially competitive, correctly implemented and optimized throughout the campaign lifecycle.
- Participates in media negotiations for assigned clients in partnership with the Media Director and Buying Director.
- Builds and maintains constructive relationships with media owners, publishers, technology partners and other relevant suppliers.
- Analyses campaign performance across offline and digital activity, preparing clear reports, actionable learnings and optimization recommendations.
- Deep knowledge and skill set across all areas of digital (display, video, social and mobile, RTB, programmatic, social, and content).
- Deep knowledge of technical digital systems and research tools, especially programmatic and performance technologies, and how to use these in innovative ways for client briefs.
- Responsible for overall digital planning and performance optimization.
- Prepares and shares relevant media landscape updates, competitor intelligence, consumer insights and new opportunities with clients and internal teams.
- Contributes to communication reviews, quarterly business reviews and semi-annual presentations.
- Oversees and actively contributes to the planning-to-booking operational process, including plan accuracy, schedules, booking documentation, campaign tracking and invoicing coordination.
- Proactively monitors market, category and consumer developments, including competitor activity and relevant on-the-ground intelligence.
- Demonstrates proficiency in core planning, research, reporting and campaign-management tools relevant to both offline and digital media. Demonstrates strong willingness to learn and adapt to new technology and tool developments.
- Contributes ideas, innovation and best practices that strengthen client solutions, team capability and the agency’s overall product offering.
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