UK

United Kingdom · Marketing · Principal/Manager (12-16 years)

Associate Media Director

Here is the whole job, in plain words. What it is, what you decide, how you're judged, how people get here and where they go next. Then the part no course gives you: twelve AI tutors who learn your work.

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One email: what AI is changing in this job, and where to start free. With a link back here. Nothing else follows unless you confirm your address.

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  • Experience bandPrincipal/Manager (12-16 years)
  • Direct reports2-4 reports
  • Reports toMedia Director / VP, Media
  • UK framework levelUsually someone running a function, or a director

Also advertised as Principal Media Strategist · Head of Media Planning (Group) · Media Planning Manager

Built on 43,079 real UK job descriptions we analysed · grounded in qualifications employers recognise

Two short quizzes about you

1From this job to a course

The qualifications matched to this job

OCNLR Level 4 Diploma in Digital Marketing OCN London · Level 4 · covers 2 of 10 standards
Pearson BTEC Level 4 Higher National Certificate in Marketing Management for England Pearson Education Ltd · Level 4 · covers 1 of 10 standards
OCNLR Level 4 Award in Social Media Marketing OCN London · Level 4 · covers 1 of 10 standards
OCNLR Level 4 Award in Content Marketing OCN London · Level 4 · covers 1 of 10 standards
ATHE Level 4 Extended Diploma in Digital Marketing ATHE Ltd · Level 4 · covers 1 of 10 standards
ISM Level 5 Diploma in Sales (RQF) Institute of Sales Management · Level 5 · covers 1 of 10 standards

Matched from the standards this job is measured against: a suggestion, not an official ruling.

The units you would start with

Social Media Marketing OCNLR Level 4 Diploma in Digital Marketing
Managing Marketing and Digital Communications Pearson BTEC Level 4 Higher National Certificate in Marketing Management for England
Content Marketing OCNLR Level 4 Award in Content Marketing
Develop working relationships with stakeholders ISM Level 5 Diploma in Sales (RQF)

The future skills this job leans on

AI Fluency working with AI as a thinking partner
Data Fluency turning numbers into a decision
AI Governance Fluency using AI responsibly
Foresight Fluency seeing round the corner
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Your Plan Illustration

Built for Associate Media Director

4 units that map to this job, from the qualifications that cover it.

  1. Social Media Marketing OCN London · covers 2 of 10 standards Level 4
  2. Managing Marketing and Digital Communications Pearson Education Ltd · covers 1 of 10 standards Level 4
  3. Content Marketing OCN London · covers 1 of 10 standards Level 4
  4. Develop working relationships with stakeholders Institute of Sales Management · covers 1 of 10 standards Level 5
These are the real units behind this job, in the order they rank for it. Nothing here is marked done, because this plan has not been started by anyone yet. Yours would fill in as you go.

2AI and this work

Will AI change your work as an Associate Media Director?

Nobody can say exactly how. Here is what this job is being asked for next, and where to start.

The new skills this role is being asked for

  • AI Governance & Ethical AI in Media
  • Privacy-Centric Measurement & Identity Solutions
Why each one is rising

The future skills this job leans on

We'll only ever tell you what we can actually back up. No hype, no scare tactics.

What happens when you start

Next, a free account. We build your Associate Media Director plan as you set up, starting with a Future Fluency module on using AI in your job. No card.

Your first Future Fluency module is free. After that, your AI tutor is £70 a month.

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3What this role really is

An Associate Media Director manages media planning for a large part of a client portfolio or a major brand. The job means managing the people who run campaigns, and making sure media strategies deliver results. It involves turning business goals into media plans, then making sure teams hit their targets.

4What you'd actually use

The tools this job runs on, and how well you'd need to know each one.

Basis by Centro, The Trade Desk, Google Marketing Platform (DV360), Meta Ads Manager, Amazon DSP Strategic

Evaluating the strategic capabilities of new platforms, overseeing API integrations, setting departmental best practices for platform usage, and guiding your Supervisors on complex platform troubleshooting or advanced feature adoption. You're not in them daily, but you know what they can do and how to get the most out of them.

Kantar Media, Nielsen Ad Intel, Comscore, Similarweb Architect

Leveraging these tools to inform high-level market entry strategies, annual planning cycles, and C-suite competitive briefings. You'll define the departmental budget and contracts for these tools, ensuring your teams have access to the best intelligence.

GWI (GlobalWebIndex), MRI-Simmons, Nielsen Scarborough Strategic

Directing the organisation's overall audience research strategy, identifying gaps in understanding, and commissioning custom research when necessary. You'll guide your teams on extracting the deepest insights from these platforms.

Asana, Monday.com, Slack, MS Teams Architect

Setting the standards for inter-departmental collaboration (e.g., with Creative and Analytics), and selecting/managing the licences for these tools for your entire group. You're ensuring efficient workflow and communication across your teams and beyond.

Microsoft Excel, Google Sheets (with Power Query/App Script) Strategic

Overseeing the development of standardised financial and performance modelling templates for the entire media function. Your focus is on data integrity, scalability, and ensuring your teams use these tools effectively for budget management and forecasting.

Tableau, Google Data Studio, Datorama Strategic

Defining the key business questions that your group's reporting must answer. You'll architect the overall data visualisation strategy and ensure dashboards provide actionable insights for executive leadership and clients, not just pretty charts.

5What you get to decide, and how that grows

Power in a job isn't your title. It's what you're allowed to decide. Here's how it grows as you move up.

The choiceComing in Where you are nowThe step above
Campaign Strategy & Channel Mix Proposes initial channel mix based on brief, requires full review and approval by Supervisor. Develops comprehensive channel strategy, consults with Senior Planner/Supervisor for feedback, final approval by Supervisor. Designs overall media strategy, including channel prioritisation and budget allocation, presents to client for approval. Technical decisions within scope are autonomous.
Budget Allocation & Optimisation Executes daily budget pacing adjustments within +/- 5% variance, escalates any major deviations. Manages campaign budget pacing, proposes intra-campaign reallocations, requires Supervisor approval for significant shifts (>10%). Owns campaign budget allocation and optimisation strategy, makes tactical reallocations up to £5K autonomously, consults on larger strategic shifts.
Vendor Selection & Negotiation Researches vendor options based on plan, prepares initial RFPs, no negotiation authority. Evaluates vendor proposals, participates in negotiation calls, recommends preferred vendors to Supervisor. Leads vendor negotiations for specific campaigns, makes final vendor selection for buys up to £50K, consults on larger deals.
Team Hiring & Performance Management No direct involvement beyond providing peer feedback. Provides input on junior team members' performance, participates in interview panels for L1 roles. Conducts performance reviews for junior planners, makes recommendations for promotions/PIP, participates in L1-L2 hiring decisions.
Strategic Direction & Group P&L No involvement. No involvement. Contributes to strategic planning discussions for specific accounts, provides input on budget forecasts.

6How you'll be judged

The scoreboard, and what is not on it. The hard targets, how often each is actually looked at, and the quiet signals that never reach a dashboard.

Client/Account Growth & Retention
The ability to keep existing clients happy and grow their business with us, or for internal roles, the expansion of media budget influence within the organisation.
Target · >95% retention rate and 10% year-over-year growth on managed accounts/portfolio.

Your group managed £5M in media spend last year and retained all clients, growing their collective spend to £5.5M this year, hitting a 10% growth target.

Media Efficiency & ROI
Improving the overall return on investment for media spend across your group's campaigns, or reducing the effective cost per key action.
Target · Improve overall Return on Ad Spend (ROAS) or reduce effective CPM by 5-10% across the department through strategic guidance and technology adoption.

Through strategic channel shifts and optimising programmatic buying, your team collectively increased client X's ROAS from 3.5x to 3.8x, a 8.5% improvement.

Group P&L Performance
Managing the financial health of your specific client group or internal media budget, ensuring profitability and efficient resource allocation.
Target · Maintain a minimum 15% profit margin on client services (agency) or operate within a 2% variance of allocated budget (in-house).

Your group's Q2 revenue was £1.2M with direct costs of £950K, resulting in a £250K profit, representing a 20.8% margin, well above target.

Team Development & Retention
How effectively you're growing your team members and keeping them engaged, ensuring a strong talent pipeline.
Target · Maintain team attrition rate below industry average (typically <15%) and successfully promote at least two individuals to the next level annually.

Over the past year, you've seen only one voluntary departure from your team of 15 (6.7% attrition) and two Senior Planners were promoted to Supervisor roles.

Strategic Influence & Thought Leadership
How often your strategic recommendations are adopted, and how you're seen as a go-to expert for complex media challenges, both internally and externally.
  • Regularly invited to contribute to broader Marketing strategy sessions
  • clients actively seek your input on business challenges beyond media
  • published articles or speaking engagements
  • your team consistently brings forward innovative ideas that get implemented.
Client Satisfaction & Partnership
The depth and quality of your relationships with key clients, moving beyond vendor to trusted advisor.
  • Clients proactively provide positive feedback to senior leadership
  • you're seen as an extension of their team
  • client tenure is consistently high
  • clients refer new business to us
  • you're involved in their annual planning cycles early on.
Team Leadership & Culture
The effectiveness of your leadership in fostering a high-performing, collaborative, and positive team environment.
  • High scores on internal team engagement surveys for your group
  • team members feel supported and challenged
  • clear succession planning in place
  • active participation in internal training and mentorship programmes
  • your team is known for strong collaboration across departments.
Innovation & Best Practice Adoption
Your ability to identify, pilot, and roll out new media strategies, technologies, or processes that improve performance or efficiency across your group.
  • Successful implementation of new ad tech or measurement approaches
  • documented process improvements that save time or money
  • regular sharing of new insights or case studies with the wider department
  • your group is often the first to test new platforms or formats.

7Would you like it

Both sides. What people enjoy, and what grinds them down.

What people enjoy
Building & Leading High-Performing Teams

You'll spend a good chunk of your day coaching your Supervisors, helping them navigate tricky client situations or develop their junior planners. You'll be actively involved in hiring, performance reviews, and creating development plans for your group.

You successfully mentored a Senior Media Planner into a Supervisor role, and now they're independently managing their own team and client portfolio, thriving under your guidance.

Shaping Strategic Direction & Impact

You'll be involved in annual client planning cycles, helping to define the overarching media strategy for major accounts. You'll present strategic recommendations to senior client leadership and influence significant budget allocations.

You developed a new programmatic strategy for a key client that led to a 15% increase in ROAS, directly impacting their quarterly revenue targets and securing a larger budget for next year.

Solving Complex Business Problems

Clients will come to you with big, hairy business challenges – 'How do we break into this new market?' or 'Why isn't our new product launch hitting its targets?' You'll lead your team in using media data and insights to uncover solutions.

A client was struggling with declining market share. You led your team to analyse competitive spend and audience behaviour, identifying a 'white space' channel strategy that reversed the trend within two quarters.

What frustrates people
  • Dealing with internal resource constraints and having to fight for headcount for your team.
  • Navigating complex client politics and managing expectations when their internal teams aren't aligned.
  • The constant pressure to do more with less budget, requiring creative solutions and tough prioritisation.
  • Spending significant time on administrative tasks, like budgeting and performance reviews, rather than pure media strategy.
  • The slow pace of organisational change, especially when trying to implement new tools or processes across multiple teams.
  • Having to deliver difficult feedback or manage underperforming team members, which is never easy.
What this role does not give you
  • A purely hands-on, individual contributor role where you're always in the platforms.
  • A predictable, unchanging daily routine; every day brings new challenges and priorities.
  • Complete autonomy over all strategic decisions; you'll still need to align with senior leadership and clients.
  • An escape from administrative duties; managing a team and portfolio comes with its share of paperwork.

8Who you work with

This role directly shapes the strategic output and operational efficiency of a significant part of our media planning function. You're accountable for the P&L of your group, driving client satisfaction and retention, and developing the next generation of media talent. Your decisions on strategy, team structure, and vendor partnerships directly influence our market position and profitability. Honestly, you're a lynchpin, connecting senior leadership's vision with the daily grind of campaign execution.

Inside the business
  • SVP Marketing
  • Creative Directors
  • Analytics & Insights Leads
  • Finance Department
  • Account Management Teams
Outside the business
  • Major Clients (Marketing Directors, CMOs)
  • Key Media Vendors & Publishers (Google, Meta, Amazon, major broadcasters)
  • Ad Tech Partners
  • Industry Bodies (e.g., IAB UK, IPA)

9What you need before you start

Not a wish list. The things you would be expected to already have.

  • Proven track record of successfully leading and managing a team of media planners or strategists for at least 3-5 years, with demonstrable impact on their growth and performance.
  • Extensive experience (12+ years) in developing and executing complex, multi-channel media strategies for major brands or clients, with a strong focus on measurable business outcomes.
  • Demonstrable experience in managing significant media budgets (e.g., £5M+ annually) and owning P&L responsibility for a client portfolio or internal business unit.
  • Expert-level understanding of the programmatic ecosystem, ad tech landscape, and advanced measurement methodologies (MMM, MTA).
  • Strong history of building and maintaining senior client relationships, acting as a trusted strategic advisor.
  • A portfolio or case studies demonstrating strategic leadership, innovative media solutions, and quantifiable results.
  • Ability to influence and persuade senior stakeholders, both internally and externally, to adopt strategic recommendations.

10What to practise next

Where the job is going, and what to do about it starting this week.

Advanced Programmatic Strategy & Supply Path Optimisation (SPO)

The programmatic landscape is constantly evolving, with increasing complexity in supply chains and a greater need for transparency. You'll need to guide your teams on optimising programmatic investments for efficiency and effectiveness.

Header Bidding & Server-Side Ad Insertion (SSAI) · Programmatic Guaranteed & Private Marketplaces (PMPs) · Fraud Detection & Prevention · Bid Stream Analysis

  • This quarter: Review your current programmatic partners and identify opportunities for SPO across your group.
  • Next 3 months: Lead a workshop for your Supervisors on advanced programmatic buying strategies and new deal types.
  • Month 6: Engage with our ad tech partners to understand their roadmap for SPO and fraud prevention.
  • Ongoing: Read industry reports and attend conferences focused on the future of programmatic advertising.

Quick win: Challenge your programmatic team to identify 2-3 new SPO tactics to test on a key client campaign this month, and track the impact on effective CPM.

Integrated Marketing Technology (MarTech) Stack Management

Media planning is increasingly intertwined with broader marketing technology. You'll need to understand how media platforms integrate with CRM, analytics, and content management systems to create a truly unified customer experience.

Customer Data Platforms (CDPs) · Marketing Automation Integration · API Integrations & Data Flows · Personalisation at Scale

  • This quarter: Map out the current MarTech stack for a key client and identify integration opportunities for media.
  • Next 3 months: Collaborate with the Analytics and IT teams to understand our internal CDP capabilities and roadmap.
  • Month 6: Develop a strategic proposal for a client on how to better integrate their media and MarTech efforts for improved ROI.
  • Ongoing: Stay informed on new MarTech innovations and their potential application to media planning.

Quick win: Identify one client who has a robust CRM and work with your team to integrate a segment of that data for a targeted media campaign.

11Staying current once you are in

What people here do to keep up
  • Regularly attending industry conferences (e.g., Adweek, Festival of Media, Dmexco) to stay abreast of emerging trends and network with peers.
  • Subscribing to and actively engaging with leading industry publications and research (e.g., WARC, eMarketer, Forrester) to deepen your market intelligence.
  • Participating in leadership development programmes, focusing on coaching, change management, and strategic influence.
  • Mentoring junior talent within the organisation or through industry programmes, which helps solidify your own understanding and leadership skills.
  • Seeking out opportunities to speak at industry events or contribute thought leadership articles, positioning yourself and the company as experts.

12The rising capability

The rising capability

Zavmo analysis

What's rising in its place

This is where the work is heading, and the higher pay with it. Get fluent here and the shift stops being a threat and starts being your edge.

AI Governance & Ethical AI in Media

As AI becomes more embedded in media buying, targeting, and content generation, understanding its ethical implications and establishing robust governance frameworks is critical. We need to ensure fairness, transparency, and compliance, especially with sensitive data.

  • Algorithmic Bias Detection
  • Data Privacy in AI
  • AI Explainability (XAI)
  • AI Risk Assessment

Privacy-Centric Measurement & Identity Solutions

The deprecation of third-party cookies and increasing privacy regulations mean traditional measurement and targeting methods are becoming obsolete. We need leaders who can navigate this shift and build future-proof identity and measurement strategies.

  • First-Party Data Strategy
  • Privacy Sandbox & Google Topics API
  • Clean Rooms & Data Collaboration
  • Contextual Targeting 2.0

13What you’ll use

What you’ll use

Skills this role draws on

Technical

  • Media Mix Modeling (MMM) & Multi-Touch Attribution (MTA)
  • Audience Segmentation & Persona Development
  • Investment Strategy & Scenario Planning
  • Advanced Negotiation & Value Optimisation
  • Cross-Channel Integration & Optimisation

14The pathway

The pathway

How you actually get there, here

How you become one varies far more by country than what one does. This is the UK route. Most people take one of these ways in; the right one depends on where you're starting from.

  1. 1

    From Media Supervisor / Lead Media Planner (L4)

    3-5 years as an L4

    Skills to master

    • At L4, you'd have mastered managing a small team, owning complex campaigns, and being the primary client contact for planning. To step up to L5, you need to show you can manage managers, handle larger client portfolios, and contribute to the P&L. It's about scaling your leadership and strategic impact.

    You're ready to move on when

    • Successfully managed a team of 3-5 planners for at least 2 years, with demonstrable positive impact on their development.
    • Consistently exceeded campaign KPIs and client satisfaction targets across a significant portfolio.
    • Proactively identified and secured new business opportunities or expanded existing client remits.
    • Demonstrated the ability to resolve complex client or team issues autonomously, escalating only when absolutely necessary.
    • Consistently contributed to broader departmental initiatives or thought leadership.
  2. 2

    From Senior Strategist (within broader Marketing)

    4-6 years as a Senior Strategist

    Skills to master

    • If you're coming from a broader strategic marketing role, you'd need to deepen your specific media planning and buying expertise significantly. You'd already have strong strategic thinking and client management skills, but you'd need to prove you can lead media-specific teams and manage media P&Ls.

    You're ready to move on when

    • Developed and implemented cross-channel marketing strategies that included significant media components.
    • Managed relationships with media agencies or internal media teams, demonstrating a strong understanding of their operations.
    • Proven ability to translate business objectives into measurable media KPIs.
    • Completed advanced certifications in media planning and programmatic buying.
    • Demonstrated leadership experience, even if not directly managing media planners.

15Where this role leads

The long view: This role can lead to department leadership, a senior executive position, or a specialist path as an individual contributor.

The ten Future Fluencies

Zavmo analysis

The credential is what you can do today. These are what keep you valuable.

A qualification proves you can do the job as it's defined today. These ten are what decide whether you're still the obvious person for it in five years. They're the capabilities employers are now writing into senior roles faster than people are learning them. Zavmo weaves them through whatever you study, so you come out with both: the credential and the fluency.

The highlighted ones are the Fluencies your role leans on hardest, from how Associate Media Director is actually changing.

Where it leads

Roles this leads to

The record names a next step, but the catalogue has no page for it yet:

  • Media Director / VP, Media (L6)

How you would learn this

One to one, on the work you already do

A tutor sets the task against your own job and marks the reasoning, at your pace. There is no cohort to fall behind.

A lesson from Social Media Marketing, worked against Associate Media Director.

Social Media Marketing Level 4

Applied to your work in Associate Media Director

The objective of this unit is to equip learners with the knowledge and skills to effectively utilise social media for marketing purposes. Learners will understand the role of social media in marketing, identify different platforms and their target audiences, develop social media marketing strategies, create engaging content, manage online communities, and analyse campaign performance.

How the thinking builds
  1. 1 Remember
  2. 2 Understand
  3. 3 Apply
  4. 4 Analyse
  5. 5 Evaluate
  6. 6 Create
An illustration of a Zavmo lesson, built from this role’s own route. The unit, its objective and every criterion above are the awarding body’s own words, not an example.

It is £70 a month, billed monthly. Your free first module is Future Fluency, and you can cancel any time.

Start my Associate Media Director plan, free
See Your Progress Grow Illustration
Associate Media Director
  • Media Mix Modeling (MMM) & Multi-Touch Attribution (MTA)
  • Audience Segmentation & Persona Development
  • Investment Strategy & Scenario Planning
  • Advanced Negotiation & Value Optimisation
  • Cross-Channel Integration & Optimisation
This is your Mind Palace on learn.zavmo.ai. Every skill above comes from this role's own record, not an example borrowed from another job. A node lights up when you evidence it, and what you build stays yours between jobs. That is the part a course cannot do.

16The detail, folded away

Everything else the record holds

The career branches in full, how AI is already showing up in the day-to-day, and the questions people ask about this job. Here when you want them, out of the way while you decide.

Where it leads next, rung by rung

Where it leads

The career path, and where it branches

Associate Media Director is a start, not a ceiling. Each step below asks for new skills and hands back more autonomy.

  1. Media Director / VP, Media (L6)

    3-5 years in the Associate Media Director role

    This is a significant step up, moving from managing a group to shaping the entire media department. Your P&L responsibility will increase dramatically, and your focus shifts to overall departmental strategy, innovation, and senior client relationships.

    • Defining the overall media technology roadmap for the department.
    • Driving cross-functional integration with other business units (e.g., Product, Sales).
    • Leading M&A due diligence and integration for media capabilities.
    • Representing the organisation at major industry events and media forums.
Working with AI on the job

Working with AI

Where AI is starting to help

As an Associate Media Director, your time is precious. It should be spent on high-level strategy, client relationships, and team development, not buried in manual tasks. Here's the thing: AI isn't just for junior analysts anymore; it's a powerful tool that can help you reclaim your schedule and amplify your strategic output.

Imagine cutting down the hours your team spends on routine reporting, accelerating competitive analysis, and even getting a head start on complex strategic proposals. AI can handle the grunt work, allowing you and your Supervisors to focus on what truly matters: driving client growth and innovation. It's about working smarter, not just harder.

Automated Performance Synthesis

Oversee the deployment of AI-powered tools that automatically pull, blend, and summarise campaign performance data from across all platforms. Instead of waiting days for reports, your Supervisors can get instant, high-level insights, freeing them up for deeper analysis and strategic recommendations. You'll get the 'so what' faster.

Strategic Insight Generation

Use AI to quickly synthesise vast amounts of market intelligence, audience research (GWI, MRI-Simmons), and competitive spending data (Kantar). Ask an LLM to 'summarise key media trends for Gen Z in the beauty sector' or 'identify white space opportunities based on competitor ad spend.' This gives you a massive head start on strategic planning, letting you focus on validation and nuance.

First-Draft Proposal & Communication

Generate initial drafts of complex strategic proposals, client quarterly business reviews, or even challenging internal communications. AI can structure the document, pull in relevant data points, and craft compelling narratives, allowing you to refine and add your unique strategic flavour, rather than starting from a blank page. Think of it as your super-efficient ghostwriter.

Advanced Scenario Modelling

Leverage AI to quickly build and test various media budget allocation scenarios. Input different investment levels, channel mixes, and audience targeting, and get instant projections on potential reach, frequency, and estimated ROI. This helps you present and defend your investment strategies with robust, data-backed scenarios to clients and senior leadership.

Common questions

Common questions

How do you become an Associate Media Director?

Common routes in include From Media Supervisor / Lead Media Planner (3-5 years as an L4) and From Senior Strategist (within broader Marketing) (4-6 years as a Senior Strategist). Times vary with prior experience.

Where can an Associate Media Director progress to?

This role can lead on to Media Director / VP, Media (3-5 years in the Associate Media Director role), depending on the skills you build.

What new skills matter most for an Associate Media Director?

Increasingly, AI Governance & Ethical AI in Media and Privacy-Centric Measurement & Identity Solutions. These are the skills our record of this role lists as growing.

Free tools

Want a read on where you stand?

Three free tools, no account needed. Each one ends with a role, a level and a way in.

Read the Zavmo manifesto to understand how you will be taught Meet your tutors

Or try another one

17Where to go from here

Other roles at Level 6

Same depth of qualification, different job. Useful if the work appeals but this particular role does not.

 More jobs in marketing

Stay in the field you know and move sideways rather than up.
If you leave this industry

Skills in strategic planning, data analysis, team leadership and client management transfer well beyond media agencies. This can lead to broader marketing leadership roles, strategic consulting, or roles within ad tech companies building products for media planners.

This role profile is © 2026 Growth Engineering Technologies Ltd. Built from UK occupational standards and regulated qualification data, and written for Zavmo.

You're not behind. You're right on time. The shift is only just beginning. Your role won't look the same in two years. Be the one who leads the change, not the one it happens to. Start my Associate Media Director plan, free What happens next: a free account, then we build your plan as you set up. No card. Build your plan, see your roadmap and meet the twelve tutors matched to you. All free. When you're ready to start learning, it's £70 a month, billed monthly. Cancel any time and billing stops.