Sr. Digital Media Buyer

Sr. Digital Media Buyer

Reports to: CPO

Description
The Sr. Digital Media Buyer is responsible for designing, executing, and scaling paid media strategies to recruit and grow high-quality B2C and B2B research panels. This role requires proven experience in digital media buying, acquiring both consumer and professional audiences and a track record of successful campaign management.

Roles & Responsibilities

• Panel Acquisition Strategy (B2C & B2B)
  • Develop, execute and continuously optimize paid media strategies specifically focused on panel recruitment for both consumer and business audiences.to ensure alignment with goals, audience and KPIs.
  • Plan, launch and manage campaigns across social, programmatic, paid search, email, and direct media buys to drive qualified panel sign-ups.

• Budget Management
  • Own and manage the media-buying budget, with clear allocation of resources between B2C and B2B.
  • Optimize spend based on cost-per-acquisition (CPA), lifetime value (LTV), and panel quality metrics.
  • Monitor campaign-level budgets and deliver accurate monthly reconciliation and forecasting.

• Campaign Optimization
  • Analyze acquisition funnels end-to-end (impression → click → registration → validation → engagement).
  • Optimize creative, targeting, bidding strategies, and landing environments to improve both conversion and respondent quality.
  • Implement and monitor tracking systems to ensure accurate attribution and data integrity.
  • Apply brand safety and fraud prevention measures aligned with panel quality standards.

• Collaboration
  • Partner with Product, Panel, Operations, Data Quality and Marketing teams to align acquisition strategies with panel health and usage needs.
  • Collaborate with external partners (i.e., ad networks, media platforms) to unlock new acquisition channels and high-quality supply sources.

• Reporting & Analysis
  • Track and report performance across B2C and B2B acquisition pipelines on a daily, weekly, and monthly basis.
  • Provide channel-level reporting with clear insights into volume, cost efficiency, and respondent quality.
  • Translate performance data into actionable recommendations to improve acquisition strategy and panel outcomes.

• Industry Trends
  • Stay current on digital acquisition trends, especially as they relate to identity, targeting, privacy, and fraud in panel recruitment.
  • Continuously test new platforms, formats, and data sources to improve reach into hard-to-access B2B audiences and high-value consumer segments.

Qualifications

• Experience
  • Bachelor’s degree in marketing, business or related field
  • Minimum 5-7 years of B2B/B2C digital media buying experience with direct responsibility for audience acquisition.
  • Demonstrated success building and scaling both B2C and B2B audiences/panels
  • Experience in market research, panel recruitment, lead generation, or data-driven acquisition environments strongly preferred

• Expertise
  • Deep understanding of performance marketing, audience targeting, and acquisition funnel optimization
  • Proven ability to manage high-budget campaigns with measurable ROI.
  • Strong analytical capabilities with the ability to translate complex data into clear actions
  • Experience optimizing for both volume and quality (e.g., validated users, engagement, retention)
  • Strong focus on data integrity, accuracy, and fraud mitigation in acquisition strategies

• Proficiencies
  • Media buying platforms (e.g., Google Ads, Meta Ads Manager, LinkedIn Campaign Manager)
  • Programmatic platforms and DSPs
  • Analytics and tracking tools (e.g., GA4, pixel/tag management)
  • MS Office / data analysis tools

• Core Competencies
  • Strong project management skills with the ability to manage multiple acquisition pipelines simultaneously
  • Proactive, test-and-learn mindset with a focus on continuous optimization
  • Excellent communication and cross-functional collaboration skills
  • Ability to operate independently while aligning with broader organizational goals
  • Detail-oriented with strong organizational and time-management discipline
  • High level of professional integrity and commitment to data confidentiality

Applicants must be currently located in the United States and authorized to work in the U.S. or be open to engagement as independent contractors.