The Media Director manages the media planning, buying, strategy, and agency partnerships with a mix of experience dealing with franchise models and evolving media landscape and measurement opportunities. This role will address 1st Party data and developing Acquisition, Retention and Winback targeting segments. The Media Director will understand and build incremental lift measurement across all media assets to maximize mix to drive business results nationally and locally by store. Opportunity to advance and further build internal tools to streamline communications, measurement and billing.
Scope:
The Director of Marketing – Associate Media Director reports to the Senior Director of Marketing & Sponsorships. This person must be able to work and communicate with media agencies, media partners and internal analytics teams. The role oversees day-to-day execution and budgeting of all paid national, regional and local media investments. The Director works locally with franchisees (Team Leaders) and develops local marketing plans to drive store visits, and with the Grand Opening Team. Manages sports and event marketing partnerships nationally, regional and local.
This role works closely with the media agency to develop goals, strategies and media KPIs. Develops ongoing optimization across all media channels and audience segments using strong analytical skills to measure performance data (e.g., store visits, online check-in). Collaborates internally to build consistent monitoring tools to measure medias impact on incremental sales and traffic.
Key Criteria/Requirements:
- Bachelor’s degree with relevant experience
- 6-8+ years of media planning/strategy experience from the client side and/or agency side
- Budget management
- Proven record in delivering incremental business growth based on media mix
- Manage and direct communications internally, media agency and media partners
- Oversee ongoing optimization across each media channel and audience segments to analyze campaign performance data
- Understanding of media attribution models (e.g., media mix models, incremental lift and multichannel left) to measure asset performance
- Knowledge and ability to address evolving media landscape across all channels:
Traditional Local TV/Radio, National TV/Programmatic/Addressable and National Radio, OOH, Print and Direct Mail, Digital (Programmatic, CTV, OTT, OLV Display, Retail, Search, Paid Social, Display, Native, Gaming)
- Understanding of franchise model and retail
- Building and applying 1st & 3rd Party data internally and with outside partners
- Experience targeting, measurement and mix specifically for Acquisition, Retention and Winback segments
- Educates and shares industry trends (e.g., audience targeting, data privacy regulation), new media technologies, benchmarks and measurement currencies
- Developing ongoing test opportunities to explore new growth opportunities and measure success
- Managing all media budgets, billing and communicating internally with management and finance teams
- Working with creative team and clearly communicating specific needs by vendor and agency partners
- Ability to adapt to change, manage challenges and develop strong recommendations
- Minimum of 3 days at the Support Center and 2 days working remotely
- Prolonged periods of sitting at a desk and working on a computer
- Must be able to lift up to 15 pounds at times