Responsible for the strategic planning, execution, and optimization of all paid media initiatives across a specific brand or portfolio. This role serves as the internal subject matter expert, bridging the gap between the brand vision and our media agency partners to drive both brand equity and total commerce.

Key Responsibilities

1. Strategic Leadership & Planning

• Lead media mix planning to support full-funnel consumer coverage, balancing brand-building and performance-driving investments across all channels inclusive of Audio, Digital, Out of Home, Retail, Social and Television, Video.

• Collaborate with Category Marketing, Online, PR/Influencer, and Account Teams during annual, seasonal, and monthly planning cycles to align paid media strategies with overarching brand and business objectives.
• Be the day-to-day agency lead on strategy and execution across multiple brands

2. Transformative Innovation

• Lead innovation within the paid media ecosystem to unlock new avenues of brand awareness and consumer engagement.
• Pilot emerging media formats (e.g., CTV, audio, premium video, and digital partnerships) to extend reach and frequency beyond traditional paid social/search environments.

• Leverage new ambassador partnerships to create breakthrough activations that reach new audiences and tap into cultural moments.

• Integrate advanced creative testing frameworks (UGC vs. branded, short- vs. long-form content) to optimize engagement and asset performance.
• Collaborate cross-functionally to measure incremental impact from innovation pilots and scale proven approaches across brand.com and retail partners.

3. Accelerate Best-in-Class Consumer Coverage

Rebalance media investment to drive long-term brand equity by prioritizing high-performing channels and nurturing high-value consumers.

• Shift media mix toward demand generation to drive scalable audience growth and future loyalty.

• Lead the launch of full-funnel key retailer media strategies, optimizing investment and partner mix for efficiency and incremental reach.

• Partner with media agency to reallocate spend strategically from underperforming to growth-driving platforms.

• Collaborate with global, retail, trade, and field teams to ensure consistency across paid touchpoints and the full consumer journey.

• Incorporate geo-targeted campaigns to drive in-store traffic for priority retailers.

• Deliver measurable brand lift (awareness, intent, message retention) across key demographics.
• Establish integrated measurement frameworks (brand lift studies, MMM, audience quality tracking) to assess long-term impact.

4. Data, Analytics & Performance Optimization

• Use analytics to assess media effectiveness and drive ongoing optimization across campaigns.

• Partner with media agency to manage projections and actualizations for paid media, ensuring financial accuracy and accountability.

• Partner with analytics and insights teams to connect paid media metrics with brand health and business KPIs.

Qualifications

Qualifications

• 7+ years of experience in media planning and execution within a media agency, retailer media network, or brand marketing environment.

• Proven experience managing multi-million-dollar budgets and complex cross-channel campaigns.

• Deep understanding of all forms of digital, social, programmatic, traditional and retail media channels.

• Expertise in full-funnel marketing strategies and advanced analytics.

• Proven ability to act as a strategic bridge across multiple matrixed teams, with a track record of aligning diverse stakeholder interests to execute cohesive, high-impact omni-channel campaigns.
• Strong creative judgment with the ability to evaluate and guide on-brand content.

• Excellent written, verbal, and presentation skills.

• Exceptional organizational and project management capabilities with acute attention to detail.
• Passion for beauty, brand storytelling, and driving measurable results.