Senior Media Planner

Lucid Group•Philadelphia, PA

About The Position

The Senior Media Planner is a key contributor in developing and executing strategic, data-driven media plans across both pharmaceutical (Rx) and/or over-the-counter (OTC) brands. This role bridges the worlds of regulated and consumer marketing—crafting omnichannel strategies that effectively engage healthcare professionals, patients, and consumers alike. The ideal candidate combines strong analytical thinking with a deep understanding of audience behavior, media performance, and compliance requirements to deliver measurable impact and brand growth.

Requirements

Bachelor’s degree in Marketing, Advertising, Communications, or related field.
3–5 years of media planning experience within healthcare, pharmaceutical, or consumer health industries.
Strong understanding of both HCP and consumer (DTC/OTC) media strategies, including digital, search, social, and endemic platforms.
Familiarity with healthcare media regulations, MLR processes, and privacy-compliant data targeting (e.g., NPI-based or condition-based).
Analytical mindset with proficiency in campaign management and reporting tools (Google Ads, Meta Ads Manager, DSPs, etc.).
Excellent project management, presentation, and client communication skills.
Ability to thrive in a fast-paced, collaborative agency environment managing multiple priorities simultaneously.

Responsibilities

Strategic Planning & Development
Develop integrated media strategies that align to brand objectives across HCP and DTC audiences.
Translate marketing goals into comprehensive media plans spanning digital, social, search, programmatic, endemic, print, and point-of-care channels.
Partner with internal strategy, analytics, and creative teams to ensure media recommendations are audience-first and insight-driven.
Conduct audience segmentation, competitive analyses, and channel performance reviews to guide planning decisions.
Present media plans and collaborate on performance reports for clients, clearly articulating strategic rationale, learnings, and next steps.
Campaign Execution & Optimization
Oversee implementation across multiple media channels, ensuring accuracy, compliance, and operational excellence.
Manage budgets, pacing, and performance tracking to achieve or exceed campaign KPIs.
Collaborate with analytics teams to evaluate media effectiveness and deliver actionable optimization recommendations.
Stay current on emerging media trends, audience data capabilities, and innovations across both regulated and consumer health landscapes.
Client & Cross-Functional Collaboration
Serve as a day-to-day client contact for assigned brands, providing proactive communication and strategic thought leadership.
Collaborate with account, regulatory, and creative teams to ensure alignment and adherence to MLR guidelines where applicable.
Foster relationships with media partners, publishers, and platforms to stay ahead of opportunities and best practices.
Mentor junior team members, providing guidance and quality assurance on deliverables.