Media Manager

The Media Manager is responsible for leading the strategic planning, execution oversight, optimization, and performance evaluation of integrated media programs that drive business outcomes. This role serves as a key partner for cross-functional and agency teams, translating marketing objectives into full-funnel media strategies across traditional, digital, retail, and emerging channels.

This position requires a performance-driven, self-starting media professional who combines strategic thinking with deep channel fluency, measurement rigor, and strong leadership of external execution teams. The Media Manager owns media effectiveness, innovation initiatives, and vendor partnerships while championing a test-and-learn culture that improves efficiency and impact over time for AFM.

Main Responsibilities

Integrated Media Strategy & Planning

• Plans traditional and digital media channels to develop holistic communication strategies that fulfill marketing goals.
• Utilizes syndicated research and media tools to analyze data and derive actionable insights.
• Defines campaign KPI structures, targeting parameters, and execution standards to enable meaningful performance insights.
• Stays up to date on current and emerging media trends, best practices, and technologies, seeking ways to improve media processes and deliverables.
• Leads the adoption of AI-driven tools and automation to enhance overall media performance.

Omnichannel Execution, Optimization & Compliance

• Orchestrates the execution of omnichannel media programs across all online and offline channels, including TV/CTV, radio/streaming audio, social platforms, SEM, and SEO.
• Oversees trafficking readiness, audience deployment, and delivery quality for all media campaigns.
• Collaborates with the Data & Analytics team to optimize campaigns and formulate best-in-class reporting.
• Expands and elevates retail media strategies, integrating commerce-driven tactics into broader media plans to support shopper objectives.
• Drives a structured test-and-learn agenda, piloting new channels, formats, and technologies to fuel continuous improvement and innovation.
• Ensures all media programs adhere to evolving privacy regulations and brand-safety standards.

Measurement, Reporting & Performance Insights

• Develops comprehensive performance analysis benchmarks, case studies, and presentations for marketing campaigns and audience data.
• Interprets and presents results, analysis, and POVs from media campaigns, partnering with internal teams and agencies to continuously optimize efforts.
• Develops and maintains measurement frameworks that connect media and performance KPIs to company outcomes.

Cross-Functional Leadership & Operational Management

• Manages several projects simultaneously and collaborates across departments to successfully launch and maintain media campaigns and programs.
• Partners with Creative, Social, and Communications teams to align messaging, content formats, and media placements for cohesive storytelling.
• Educates internal teams on media trends, platform shifts, and best practices to elevate organizational media literacy and alignment.
• Manages the media budget, including PO development, estimates management, expense tracking, budget-versus-actual updates, and reconciliation with agency partners.
• Project manages all media schedules, budgets, assets, and marketing details to ensure teams are working toward successful execution.

Skills/Qualifications

• Proven project management skills; adept at handling complex, large-scale, and time-sensitive initiatives in a fast-paced environment.
• Comprehensive understanding of core digital marketing channels and experience executing multi-channel campaigns with cross-functional teams and agencies.
• Deep understanding of marketing challenges, category nuances, and consumer behavior.
• Digital-forward, customer-focused mindset; highly organized, detail-oriented, and able to manage multiple projects under strict deadlines.
• Resourceful, quick learner with strong curiosity and a drive for continuous improvement.
• Experience with dashboards for real-time reporting; able to troubleshoot data discrepancies.
• Demonstrated ability to manage multiple projects and timelines with urgency and follow-through.
• Proven media thought leadership with a strong POV on media trends and emerging technologies.
• Strong verbal, written, and listening communication skills.
• Deep analytical skills with strong financial acumen.
• Creative thinker who inspires new ideas and champions forward-thinking approaches.
• Positive partnering and team-building mindset.
• Goal-oriented with strong accountability and delivery focus.
• Bilingual preferred but not required.
• Ability to travel up to 20%.

Education/ Experience Requirements

• Bachelor’s degree required.
• Minimum 5–7 years of media planning/buying experience, preferably within marketing-driven environments.
• Expert knowledge of digital and traditional media channels, tactics, performance metrics, and rate structures.
• Experience with audience targeting strategies (behavioral, retargeting) and Retail Media Networks.