Senior Manager, Media

Responsibilities

• Lead Media Strategy & Connections Planning
• Develop annual and campaign-specific media strategies across all brands and categories.
• Partner with Marketing and IMX to translate brand strategies into effective and connected media plans.
• Lead connections planning across paid, owned, earned, and shared touchpoints.
• Ensure media plans reflect consumer journey insights, brand priorities, and market realities.
• Ensure strategic alignment with OU (Operating Unit) Media & Connections guidelines.
• Digital & Precision Marketing Leadership
• Drive digital acceleration across platforms (social, programmatic, video, search, e-commerce, creator ecosystems).
• Lead adoption of precision marketing, data-driven targeting, and AI-enabled optimization tools.
• Partner with Insights & Data teams to build strong audience strategies and signal-based media planning.
• Ensure strong measurement frameworks are in place (pre/post testing, digital analytics).
• Media Investment & Performance Optimization
• Oversee media investment governance and ensure efficient allocation across brands, categories, and channels.
• Partner with agency teams to track, optimize, and report on media performance.
• Drive a culture of test-and-learn across touchpoints (creative variations, audience segments, formats).
• Ensure excellence in brand safety, viewability, reach quality, and fraud mitigation.
• Support Franchise in building the case for investment, optimization, and ROI improvement.
• Agency Leadership & Ecosystem Management
• Serve as the day-to-day leader for media agencies, ensuring high-quality strategy, planning, and execution.
• Lead agency briefing, evaluation, performance reviews, and capability development.
• Ensure tight integration between creative, media, digital, and content partners.
• Leverage global and OU media partnerships (platforms, publishers, data partners).
• Integration with IMX, EPICS & Campaign Planning
• Work with IMX Leads, EPICS, Design, Shopper, and Brand teams to build end-to-end connected experiences.
• Ensure media amplifies creative ideas and brings brand platforms to life meaningfully.
• Align media activation with IMX flywheel, ABP, and campaign operating rhythms.
• Ensure consistency and coherence across touchpoints-digital, TV, audio, social, influencers, and commerce.
• Capability Building & Modern Marketing Enablement
• Build media capability within the Franchise Marketing and bottler teams.
• Deploy OU and global media tools, training, and frameworks.
• Champion modern marketing practices such as:
• First-party data adoption
• Precision marketing
• Dynamic creative optimization
• AI-enabled media planning
• Rigorous measurement and attribution
• Foster a culture of curiosity, innovation, and performance-driven media thinking.
• Success Measures
• Media plans that deliver strong brand growth, penetration, and consumer connection.
• Increased effectiveness and ROI of media investment across the Franchise.
• Strong adoption of precision, digital-first, and data-driven media practices.
• High-quality integration of media within IMX campaigns and brand strategies.
• Improved audience reach quality, brand safety, and media performance KPIs.
• Strong alignment and capability uplift across Franchise and bottler teams.
• Effective partnership management with agencies and media platforms.
• Experience & Qualifications
• TTL Media (TV, OOH, Digital & Social), Connections, Digital Marketing, or Integrated Communications.
• Strong expertise in media planning, digital platforms, programmatic ecosystems, and measurement.
• Proven experience working with media agencies, publishers, and technology partners.
• Strong understanding of consumer journeys, brand strategy, and IMX principles.
• Analytical mindset with ability to interpret data and drive optimizations.
• Experience managing multi-market media execution is a plus.
• Leadership & Behavioral Expectations
• D

Additional Information

Job Description Summary: The Senior Manager - Media is the strategic lead for all media planning, media investment, digital ecosystems, and connections strategy within the Franchise. As a senior member of the Franchise IMX (Integrated Marketing Experience) team, this role ensures that brand strategies translate into highly effective, data-driven, and consumer-centric media plans that drive both brand love and business impact. This role operates at the intersection of strategy, creativity, and analytics-partnering closely with Marketing, Connections, Digital, EPICS, Insights, Agency partners, and bottlers. The Senior Manager - Media ensures flawless integration across paid, owned, earned, and shared channels, while deploying modern media capabilities such as digital acceleration, precision marketing, data-driven audience targeting, and performance optimization. Media is a critical growth lever for the Franchise given evolving consumer behaviors, fragmented attention spans, and complex media landscapes. This role ensures that the Franchise stays ahead of trends and leverages the full power of media investment.

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