Senior Media Buyer & Planner

Greenberg-Larraby, Inc. (GLI)•Bethesda, MD

6d•Remote

About The Position

GLI is seeking an experienced Senior Media Buyer / Media Planner to support a national federal healthcare communications program focused on Veteran outreach, public health awareness, and suicide prevention initiatives. The selected candidate will lead the planning, placement, optimization, and performance reporting of integrated paid media campaigns across digital and traditional advertising channels. This role requires expertise in audience targeting, media strategy, campaign analytics, and performance optimization to effectively reach Veteran and military populations nationwide.

Requirements

Bachelor's degree in Marketing, Communications, Advertising, Public Relations, Business, or a related field.
Minimum eight (8) years of experience in media buying, media planning, digital advertising, integrated marketing, or strategic communications.
Demonstrated experience managing multi-channel paid media campaigns.
Strong analytical, reporting, budgeting, and campaign optimization skills.
Experience with audience targeting, geo-targeting, media analytics, and performance measurement.

Nice To Haves

Experience supporting Veteran, military, healthcare, behavioral health, public health, or suicide prevention communications initiatives.
Experience managing large-scale federal communications campaigns and media buys exceeding $1 million.
Experience with audience segmentation, impression verification, media compliance, brand safety, and fraud prevention controls.
Experience developing campaigns targeting Veteran and active-duty military populations.

Responsibilities

Develop and execute integrated paid media strategies across digital, social media, Connected TV (CTV), programmatic, video, and broadcast channels.
Plan, negotiate, purchase, place, and optimize advertising campaigns to maximize audience reach, engagement, and return on investment.
Develop audience segmentation and targeting strategies utilizing demographic, behavioral, geographic, and market data.
Monitor campaign performance and continuously optimize media placements based on performance metrics and analytics.
Analyze and report campaign results, including impressions, reach, engagement, click-through rates, video views, conversion metrics, and overall campaign effectiveness.
Prepare executive-level reports and presentations for federal stakeholders.
Collaborate with communications, creative, analytics, and program management teams to ensure successful campaign delivery.