Digital Media Planner

Marketing & Digital Media Dublin, Ireland Req. UMG-3451


Job title: Digital Media Planner
Responsible to: Head of Streaming & Brand Partnerships
Location of work: Ireland

Music is Universal


It’s the passionate and dedicated team at Universal Music who help make us Ireland’s leading music company. From A&R to finance, legal to digital, sales to marketing, Universal Music is the place to grow and develop your career within a truly commercial and innovative business that leads in everything it does.

Everyone is welcome to apply for our roles, and we are determined to ensure that no applicant or employee receives less favourable treatment because of gender, race, disability, sexual orientation, religion, belief, age, marital status, background, pregnancy or caring responsibilities. We also recognise the importance of diversity of thought within our teams and are fully committed to embracing the talents of people with autism, dyslexia, ADHD and other forms of neurocognitive variation.

We will always seek to make appropriate adjustments to recruitment, workplaces, and work processes to be fully inclusive to people with different needs and working styles. If you need us to make any reasonable adjustments for you from application onwards, including alternatives to the online form or to disclose a neurocognitive condition, please email


The A Side: A Day in The Life


The Digital Media Planner role sits within the Universal Music Ireland (UMUSIC) Digital Marketing team and will be responsible for the planning and execution of paid digital media strategy. The successful applicant will create digital media campaigns from top to bottom, track results and tweak campaigns as appropriate. Working closely with the Head of Digital and the Audience Development Manager, this role will require an individual who is able to speak the language of UMG artists and to be a native user of a myriad of digital, social and ad platforms.

The successful applicant will be expected to collaborate with other members of the Digital Marketing, Marketing, and Senior Management teams, as well as other departments within the company as appropriate. As such, this role requires an expert communicator who is skilled at creating actionable reports and communicating return on investment from all projects to the company’s leadership team. This person should be a self-starter who is confident in their ability to make changes and improve their plans as new data and marketing opportunities present themselves. They should not be afraid to challenge conventional media buying strategies and tactics in an ever-changing landscape and should be prepared to back up their creative instincts and ideas with supporting analysis.

 The B Side: Skills & Experience

Be Digital

  • Handle the buying and maintenance of all day-to-day digital media campaigns
  • Aid with educating the digital & marketing teams on best-practices and data-driven techniques
  • Create, book and optimise campaigns in Facebook, Spotify, Instagram, YouTube, Snapchat, Twitter, Google Ads/DV360 and more

Be Strategic

  • Assist in the development of media program strategies, analysis, and reporting
  • Make decisions on the best form(s) of media for specific campaigns
  • Input on creative plans and content strategy
  • Create timely & effective media plans based on digital budgets


Be Collaborative

  • Work with the artist marketing and media teams to understand campaign goals and audience
  • Liaise with the artist and audience development teams to develop media strategies and campaigns
  • Educate and share learnings with internal teams
  • Present proposals and schedules to internal stakeholders


Be Insightful

  • Undertake research and analyse data using internal data sets
  • Identify target audiences and analyse their characteristics, behaviours, and media habits
  • Recommend the most appropriate types of media to use, as well as the most effective time spans and locations
  • Evaluate the effectiveness of campaigns in order to inform future campaigns


Be Administrative

  • Proofread advertisement content before release
  • Proficient communicator with excellent copywriting skills

Person Specification


  • Proficiency in Word, Excel, Adobe Ps/Pr and PowerPoint
  • Practiced in reading large data sets and interpreting meaning
  • Able to build compelling reports detailing campaign successes, ROI, and learnings
  • Dependable, team player able to work independently and in groups with people of all backgrounds
  • A passionate music fan with an understanding of the industry
  • Creative thinker
  • A proven track record as a media planner/media buyer
  • Experience with Google Ads, Facebook Business Manager, Twitter, Instagram, Snapchat, Spotify and more
  • Quantitative/Analytical skills including experience with media forecasting and analysis
  • Familiarity/experience with Google Analytics, GTM, eCRM technologies & insights tools
  • Programmatic experience
  • Experience working with external agencies, DSPs and media vendors


  • Degree in Marketing or an equivalent college diploma/certificate
  • Partner Certified (where applicable)

Bonus Tracks: Your Benefits

  • Group Personal Pension Scheme (between 3% and 9%)
  • Private Medical Insurance
  • 25 paid days of annual leave
  • Holiday Purchase scheme
  • Subsidised Gym Membership

Just So You Know…

The company presents this job description as a guide to the major areas and duties for which the jobholder is accountable. However, the business operates in an environment that demands change and the jobholder's specific responsibilities and activities will vary and develop. Therefore, the job description should be seen as indicative and not as a permanent, definitive and exhaustive statement.