OOH / DOOH Planner & Buyer

Location: Denver, CO or Carbondale, CO (Hybrid)

About Backbone

At Backbone, we live by the mantra that passion drives results. We align our clients with our team members’ interests, bridging the gap between work and play while keeping an eye on the elusive work/life harmony. As the country’s leading active lifestyle marketing agency, Backbone has the unique opportunity to help brands like YETI, Smartwool, Big Green Egg, and many others balance brand goals with e-commerce objectives. For 29 years, Backbone has partnered with brands big and small to develop and execute effective, integrated media strategies — and has been consistently included on Outside Magazine’s “Best Places to Work” list.

The Job

The OOH / DOOH Planner & Buyer is a core member of Backbone’s brand media team, responsible for planning, buying, executing, and optimizing Out-of-Home (OOH) and Digital Out-of-Home (DOOH) campaigns across national, regional, and local markets. This role blends strategic thinking with hands-on execution, translating integrated media strategies into efficient, high-impact real-world media investments.

This person understands both traditional and programmatic OOH buying, negotiating directly with media owners while activating data-driven DOOH through platforms like The Trade Desk. The ideal candidate is detail-oriented, analytically curious, and energized by stewarding media investments that connect brands with consumers in the physical world.

The Work

·       Plan, buy, and execute OOH and DOOH campaigns across national, regional, and local markets.

·       Activate and manage programmatic DOOH campaigns through The Trade Desk.

·       Lead RFP processes and negotiate pricing, placement, and added value with OOH vendors.

·       Build detailed media plans including geography, format mix, budget allocation, and flighting.

·       Partner with Media Strategy and Programmatic teams to ensure integrated execution.

·       Manage in-flight pacing, optimization, and vendor coordination.

·       QA contracts, invoices, photos, affidavits, and proof-of-performance.

·       Analyze campaign performance and translate results into clear insights and recommendations.

·       Support test-and-learn initiatives across emerging DOOH formats and measurement methodologies.

Planning & Measurement Tools

Planning: Geopath, Telmar, SQAD, Kantar
Buying & Activation: The Trade Desk, direct IO buying with OOH vendors
Measurement: Geopath post-analysis, mobile location data, foot traffic and visit lift studies, brand lift studies, cross-channel measurement

The Essentials

·       Bachelor’s degree.

·       3–6+ years of experience in OOH and/or DOOH planning and buying.

·       Hands-on experience with programmatic DOOH via The Trade Desk.

·       Strong understanding of OOH formats and market dynamics.

·       Highly organized, detail-oriented, and financially precise.

·       Strong communication skills and collaborative mindset.

Salary & Benefits

Salary: $70,000 - $85,000 annually based on experience

Benefits include medical (including employer 100% paid option), dental & vision, 401(k) match, wellness benefit, home office stipend, professional development assistance, paid volunteer hours, parental leave, flexible schedule, company-wide offsites, and a remote/hybrid workplace.