Responsibilities

• Brand Media Strategy & Oversee Implementation: Build and supervise multi-channel upper-funnel campaigns across key brand channels.
• Top-of-Funnel Development: Develop and execute strategies that drive brand heat with younger consumers.
• Cross-Functional Campaign Planning: Collaborate with teams to plan and execute integrated campaigns.
• Agency Partnership & Planning: Work with media agency partners to build strategic and tactical plans tied to objectives.
• Campaign Execution & Testing: Ensure timely implementation of media plans and testing with agency collaboration on deliverables and timelines.
• Content & Linking Strategy: Partner with ecommerce, marketing, creative, buying, and PR to optimize content and linking.
• Upper-Funnel Channel Management: Manage Video & Display (YouTube), Paid Social (Meta, TikTok), Paid Influencer (Affiliate), Publisher/Partner marketing (Direct & via Affiliate).
• Platform & Format Testing: Test new platforms and formats to expand reach and engagement.
• Creative Briefs & Asset Alignment: Lead development of briefs for full-funnel campaigns ensuring alignment with brand voice and objectives.
• Creative Production & Review: Coordinate with teams to produce assets for each funnel stage and oversee reviews for optimization.
• Content & Paid Boosting Opportunities: Partner with organic social and agency to identify content opportunities and paid boosts.
• Messaging & Visual Identity Consistency: Ensure consistent messaging and visuals across channels and touchpoints.
• Creative Reviews & Feedback: Facilitate reviews to optimize asset performance and storytelling.
• Custom Content Workstreams: Manage influencer/creator and affiliate/publisher content programs aligned with campaign goals.
• KPIs & Measurement: Define and track KPIs for upper-funnel success (Brand Lift, etc.).
• Reporting & Insights: Collaborate with analytics and marketing operations for accurate reporting and actionable insights.
• Sentiment Monitoring: Track sentiment of paid social ads and derive trends.
• Data-Driven Creative Iterations: Use data to inform creative iterations and media mix decisions.
• Cross-Functional Alignment: Work with marketing and sales to align on messaging and audience targeting.
• Lifecycle Collaboration: Partner with lifecycle and performance teams to ensure transitions from awareness to conversion.