The Sr Manager, Integrated Media is responsible for developing, executing, and optimizing full-funnel media strategies that drive brand growth, customer acquisition, engagement, and revenue across all consumer touchpoints. This role serves as the day-to-day media expert and key operating partner to the Director, Integrated Media & Activation, translating brand strategy, campaign briefs, and business priorities into media plans across brand, performance, retail media, and emerging channels.
This leader balances performance rigor with omnichannel thinking, ensuring media investment connects the consumer journey across all brand and commercial touchpoints. The role partners closely with Brand, Digital Shelf & CRM, In-House Agency, Channel Leads, eCommerce, and external partners to deliver measurable business outcomes while continuously improving media effectiveness, attribution, and investment efficiency. This is a hybrid role; we work on site 4 days and remotely 1 day weekly.
Integrated Media Strategy & Planning
- Develop and execute integrated omnichannel media strategies aligned to brand, business, and commercial objectives.
- Translate campaign briefs and seasonal business priorities into actionable channel plans across awareness, consideration, and conversion objectives
- Support annual, quarterly, and campaign-level media planning by recommending channel mix, investment allocation, audience strategy, and performance expectations.
- Build audience-first strategies that leverage first-party, retailer, and platform data to reach the right consumer with the right message at the right point in the journey.
- Partner with Brand, Channel Leads and eCommerce team to ensure media plans support a connected omnichannel consumer experience.
- Identify emerging media opportunities, platforms, partners, and technologies that can improve reach, engagement, acquisition, and media productivity.
Performance Marketing & Acquisition
- Lead execution and optimization of acquisition and performance marketing programs across paid social, paid search, programmatic display, online video, CTV, and emerging channels.
- Deliver against key KPIs including ROAS, CAC, new customer growth, traffic quality, conversion rate, incremental revenue, and return on marketing investment.
- Manage media budget pacing, daily and weekly forecasting, bid strategy, audience optimization, channel prioritization, and testing roadmaps to maximize profitable growth.
- Lead campaign testing across audiences, creative, attribution windows, and media mix to improve efficiency and scale.
- Partner with Brand, Creative, Ecommerce, Digital Shelf, and CRM teams to align on creative, landing experiences, product priorities, and audience journeys.
- Provide clear performance readouts, insights, and recommendations that inform future investment decisions and marketing priorities.
Omnichannel Media Expertise
- Serve as an organizational hands-on expert for omnichannel media execution and optimization across DTC, retailer, marketplace, and store-connected touchpoints.
- Partner with Channel Leads and retailer teams to develop integrated media plans that support strategic accounts, key product priorities, launches, and seasonal moments.
- Support internal teams on best-in-class retail media, marketplace media, and omnichannel performance practices.
Measurement, Analytics & Optimization
- Own media performance reporting frameworks, dashboards, and recurring business readouts across full-funnel channels.
- Monitor and report key metrics including reach, impressions, engagement, brand lift, branded search, traffic, conversion, ROAS, CAC, LTV, incrementality, and ROI.
- Partner with Analytics, CRM, agencies, and platform partners to strengthen attribution, measurement, incrementality testing, and media mix evaluation.
- Build and refine models to assess test viability, investment scenarios, audience performance, channel contribution, and budget allocation tradeoffs.
- Analyze campaign results and translate data into actionable recommendations for Brand, RMEO, Channel Leads, eCommerce, and leadership stakeholders.
- Maintain a consistent test-and-learn discipline that improves media productivity and informs future planning.
Agency, Partner & Cross-Functional Leadership
- Manage day-to-day relationships with media agency, and platform partners
- Set clear goals, budgets, deliverables, reporting expectations, and performance feedback loops with external partners.
- Lead agency planning sessions, campaign kickoffs, optimization discussions, partner QBRs, and post-campaign reviews.
- Negotiate media opportunities, test programs, partner value, and innovation opportunities that improve marketing effectiveness.
- Act as Director of Media's key media operating partner, bringing recommendations, risks, opportunities, and decision-ready analysis to support the broader Integrated Media & Activation agenda.
- Communicate clearly with peers and leadership, translating complex media performance into simple business implications and next actions.
- Influence senior leaders and business partners through strategic recommendations, clear communication, and strong business acumen