Responsibilities

• Agency Management & Media Planning
• Serve as a key contact for our media agency (PHD), reviewing and challenging recommendations across all channels including OTT, OLV, Social, Audio, Search, and OOH
• Evaluate media plans with a critical eye — identifying gaps in rationale, frequency saturation risks, or budget allocation inefficiencies before they become problems
• Manage budget pacing and allocation across multiple concurrent campaigns, including mid-flight reallocations and holdbacks
• Conduct year-over-year budget analysis with proper contextualization (campaign timing shifts, market changes, mid-flight pulls) to accurately assess spend trends
• Lead campaign briefings, flighting discussions, and plan reviews with agency partners, ensuring alignment on objectives and audience targeting
• Own campaign wrap analysis while working with agency across all paid channels — going beyond surface metrics (CPM, impressions) to evaluate reach efficiency, frequency curves, and cost-per-outcome against campaign KPIs
• Analyze media effectiveness across geographies and campaigns
• Support a test-and-learn agenda to measure media incrementality and optimize channel mix
• Work with broader Marketing Analytics team, Media team, and media agency to manage and act on results of a Media Mix Model (MMM)
• Deliver recurring reports, such as weekly sales slides and monthly preview decks, to inform leadership on key trends and opportunities
• Manage first-party audience strategy in collaboration with the agency, including activation of Core guest retention segments, 1P lookalike expansion for new audience acquisition, behavioral trigger-based targeting, and measurement feedback loops
• Lead Marketing Tech Stack oversight from the Tim Hortons US side, working closely with TH Canada and Agency
• Monitor measurement gap with key platforms such as Singular
• Lead channel mix recommendations using actual performance data
• Challenge recommendations that don’t align with the brand’s strategic direction (shifting from frequency-first/Core-retention to reach-oriented/CSC acquisition)
• Manage geographic media strategy across established and new markets, including DMA-level budget allocation and market-specific performance benchmarks

Requirements

• 5+ years of experience in total of media planning experience
• Demonstrated experience independently reviewing and challenging agency media plans, not just executing against them
• Hands-on experience with first-party audience strategy — understanding of lookalike modeling, audience segmentation, and how 1P data integrates into paid media activation
• Strong analytical skills: comfortable working from raw campaign data to identify performance trends, efficiency gaps, and budget optimization opportunities
• Experience managing multi-million dollar media budgets across concurrent campaigns with competing priorities
• Strong cross functional collaboration to manage numerous stakeholders including finance, analytics & agency

Benefits

• Benefits at all of our global offices are focused on physical, mental and financial wellness. We offer unique and progressive benefits, including a comprehensive global paid parental leave program that supports employees as they expand their families, free telemedicine and mental wellness support.