Sr. Digital Media Planner & Buyer
IW Group Inc., Los Angeles, CA, United States
The Role
We are seeking a strategic, client-facing Senior Media Planner & Buyer to lead integrated paid media efforts for high-profile clients, including Covered California. This role requires a seasoned media professional with deep cross‑channel expertise across digital and traditional platforms, a strong analytical foundation, and the ability to lead both client relationships and internal media team development.
The ideal candidate is a proactive strategic and innovative thinker, and hands‑on executor who can translate business objectives into high‑performing, culturally relevant media strategies. The individual will serve as the senior media lead on assigned accounts – driving planning excellence, overseeing execution, mentoring junior team members, and presenting strategic recommendations to senior‑level clients.
Expertise in multicultural marketing, particularly AAPI audiences, is highly valued. Vertical experience in healthcare, pharma, automotive, casual dining, and CPG is a plus.
What You’ll Do Media Buying & Planning
Lead the development of integrated media strategies across digital and traditional channels including display, video, paid social, OOH, audio, CTV, YouTube, and programmatic platforms.
Translate campaign briefs into strategic media frameworks aligned with client business objectives and KPIs.
Recommend data‑driven media mixes based on audience insights, cultural intelligence, competitive analysis, and marketplace trends.
Oversee and execute media buys, ensuring strategic allocation of budgets and maximum efficiency across channels.
Manage vendor relationships, negotiations, added‑value opportunities, and rate stewardship.
Ensure proper tagging, tracking, and measurement strategies are in place prior to launch.
Campaign Management
Oversee end-to-end campaign execution and day-to-day performance management across channels.
Monitor pacing, budget allocation, and delivery to ensure campaigns meet or exceed KPIs including ROAS, CPA, CPM, and CTR.
Lead testing roadmaps including A/B testing for creative, targeting, bidding strategies, and messaging refinement.
Proactively troubleshoot campaign issues and implement optimizations to improve performance.
Deliver comprehensive post‑campaign analyses with clear insights, strategic implications, and forward‑looking recommendations.
Translate complex data into actionable narratives for internal and client stakeholders.
Client Media Lead & Cross‑Functional Collaboration
Serve as the senior media lead and primary point of contact for assigned accounts.
Confidently present media strategies, performance results, and recommendations to senior-level clients.
Orchestrate cross‑functional collaboration between account, strategy, creative, and analytics teams to ensure alignment.
Provide proactive thought leadership and identify growth opportunities for clients.
Maintain strong internal communication to ensure seamless execution and quality control.
Mentor, manage, and train junior media planners & buyers.
Foster a collaborative, accountable, and high‑performing team environment.
Research & Innovation
Utilize industry research tools to inform audience targeting and market positioning.
Stay current with emerging media technologies, platform updates, and industry best practices.
Identify innovative opportunities and test‑and‑learn initiatives to drive incremental performance and engagement.
Integrate cultural insights and multicultural audience understanding into media strategy development.
What You’ll Bring Education and Experience
Bachelor’s degree in marketing, advertising, or related field.
6+ years of experience in digital media planning and buying across multiple disciplines with a focus on integrated digital campaigns.
Experience targeting multicultural audiences, especially Asian American audiences strongly preferred.
Skills and Abilities
Strong analytical skills, with a focus on optimizing campaigns to drive performance and expertise in Google Analytics, Nielsen, Excel, Tableau, or other visualization tools.
Demonstrated success in managing budgets, pacing, actualization, and optimizing media performance.
Proactive problem‑solving skills and the ability to manage multiple projects simultaneously.
Excellent written and verbal communication skills for presenting to clients and internal teams.
Technical Proficiency
Advanced hands‑on experience with DSPs, paid social platforms, Google Ads, CTV platforms, and programmatic buying tools.
Proficiency with ad servers such as Google Campaign Manager (DCM) or Sizmek for trafficking, tracking, and reporting.
Experience leveraging DMPs/CDPs and first‑party data strategies.
Expertise in analytics and reporting tools including Google Analytics, Excel, Tableau, or similar visualization platforms.
Preferred Qualifications
Expertise in multicultural marketing, particularly AAPI audiences, is highly valued.
Vertical experience in healthcare, pharma, automotive, casual dining, and CPG is a plus.
Hybrid Work Model
Work Model: IW Group supports a hybrid work schedule. Teams are required to work in‑office at least three days per week, Tuesday through Thursday.
Work Environment: This role is based primarily in the IW Group office and may also involve working at client sites or other designated locations.
Work Hours: Project timelines may occasionally require extended hours, including evenings or weekends.
Travel and Events: This role may involve working outside the office for client events and may include occasional travel beyond the local area, including national or international locations.
Benefits & Perks
Salary: $105,000 - $115,000 annually, commensurate with experience.
Hybrid work model (three in‑office days per week).
20 PTO days annually.
20 paid holidays (including Thanksgiving & Christmas week).
Birthday off.
Year‑round Flex Fridays (half‑day Fridays).
Competitive health, dental, and vision coverage.
Employer‑sponsored Life Insurance, AD&D, and LTD coverage.
401(k) with company match.
Cell phone reimbursement.
Parking and commuter benefits.
Employee referral program.
Collaborative, growth‑oriented team environment.
Physical Requirements
Engage in a variety of activities, from sitting and using your hands to talking, hearing, standing, walking, and occasionally stooping or kneeling.
Vision abilities required include close vision.
Equal Employment Opportunity IW Group is committed to providing a safe, inclusive, and respectful work environment. IW Group provides equal employment opportunities for all employees and applicants without regard to race, color, religion, gender, gender identity and expression, national origin, marital status, age, disability, genetic information, military status, sexual orientation, or any other protected characteristic established by local, state, or federal law.
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The ideal candidate is a proactive strategic and innovative thinker, and hands‑on executor who can translate business objectives into high‑performing, culturally relevant media strategies. The individual will serve as the senior media lead on assigned accounts – driving planning excellence, overseeing execution, mentoring junior team members, and presenting strategic recommendations to senior‑level clients.
Expertise in multicultural marketing, particularly AAPI audiences, is highly valued. Vertical experience in healthcare, pharma, automotive, casual dining, and CPG is a plus.
What You’ll Do Media Buying & Planning
Lead the development of integrated media strategies across digital and traditional channels including display, video, paid social, OOH, audio, CTV, YouTube, and programmatic platforms.
Translate campaign briefs into strategic media frameworks aligned with client business objectives and KPIs.
Recommend data‑driven media mixes based on audience insights, cultural intelligence, competitive analysis, and marketplace trends.
Oversee and execute media buys, ensuring strategic allocation of budgets and maximum efficiency across channels.
Manage vendor relationships, negotiations, added‑value opportunities, and rate stewardship.
Ensure proper tagging, tracking, and measurement strategies are in place prior to launch.
Campaign Management
Oversee end-to-end campaign execution and day-to-day performance management across channels.
Monitor pacing, budget allocation, and delivery to ensure campaigns meet or exceed KPIs including ROAS, CPA, CPM, and CTR.
Lead testing roadmaps including A/B testing for creative, targeting, bidding strategies, and messaging refinement.
Proactively troubleshoot campaign issues and implement optimizations to improve performance.
Deliver comprehensive post‑campaign analyses with clear insights, strategic implications, and forward‑looking recommendations.
Translate complex data into actionable narratives for internal and client stakeholders.
Client Media Lead & Cross‑Functional Collaboration
Serve as the senior media lead and primary point of contact for assigned accounts.
Confidently present media strategies, performance results, and recommendations to senior-level clients.
Orchestrate cross‑functional collaboration between account, strategy, creative, and analytics teams to ensure alignment.
Provide proactive thought leadership and identify growth opportunities for clients.
Maintain strong internal communication to ensure seamless execution and quality control.
Mentor, manage, and train junior media planners & buyers.
Foster a collaborative, accountable, and high‑performing team environment.
Research & Innovation
Utilize industry research tools to inform audience targeting and market positioning.
Stay current with emerging media technologies, platform updates, and industry best practices.
Identify innovative opportunities and test‑and‑learn initiatives to drive incremental performance and engagement.
Integrate cultural insights and multicultural audience understanding into media strategy development.
What You’ll Bring Education and Experience
Bachelor’s degree in marketing, advertising, or related field.
6+ years of experience in digital media planning and buying across multiple disciplines with a focus on integrated digital campaigns.
Experience targeting multicultural audiences, especially Asian American audiences strongly preferred.
Skills and Abilities
Strong analytical skills, with a focus on optimizing campaigns to drive performance and expertise in Google Analytics, Nielsen, Excel, Tableau, or other visualization tools.
Demonstrated success in managing budgets, pacing, actualization, and optimizing media performance.
Proactive problem‑solving skills and the ability to manage multiple projects simultaneously.
Excellent written and verbal communication skills for presenting to clients and internal teams.
Technical Proficiency
Advanced hands‑on experience with DSPs, paid social platforms, Google Ads, CTV platforms, and programmatic buying tools.
Proficiency with ad servers such as Google Campaign Manager (DCM) or Sizmek for trafficking, tracking, and reporting.
Experience leveraging DMPs/CDPs and first‑party data strategies.
Expertise in analytics and reporting tools including Google Analytics, Excel, Tableau, or similar visualization platforms.
Preferred Qualifications
Expertise in multicultural marketing, particularly AAPI audiences, is highly valued.
Vertical experience in healthcare, pharma, automotive, casual dining, and CPG is a plus.
Hybrid Work Model
Work Model: IW Group supports a hybrid work schedule. Teams are required to work in‑office at least three days per week, Tuesday through Thursday.
Work Environment: This role is based primarily in the IW Group office and may also involve working at client sites or other designated locations.
Work Hours: Project timelines may occasionally require extended hours, including evenings or weekends.
Travel and Events: This role may involve working outside the office for client events and may include occasional travel beyond the local area, including national or international locations.
Benefits & Perks
Salary: $105,000 - $115,000 annually, commensurate with experience.
Hybrid work model (three in‑office days per week).
20 PTO days annually.
20 paid holidays (including Thanksgiving & Christmas week).
Birthday off.
Year‑round Flex Fridays (half‑day Fridays).
Competitive health, dental, and vision coverage.
Employer‑sponsored Life Insurance, AD&D, and LTD coverage.
401(k) with company match.
Cell phone reimbursement.
Parking and commuter benefits.
Employee referral program.
Collaborative, growth‑oriented team environment.
Physical Requirements
Engage in a variety of activities, from sitting and using your hands to talking, hearing, standing, walking, and occasionally stooping or kneeling.
Vision abilities required include close vision.
Equal Employment Opportunity IW Group is committed to providing a safe, inclusive, and respectful work environment. IW Group provides equal employment opportunities for all employees and applicants without regard to race, color, religion, gender, gender identity and expression, national origin, marital status, age, disability, genetic information, military status, sexual orientation, or any other protected characteristic established by local, state, or federal law.
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