Senior Manager, Media Planning

Brand USA Remote Washington, District of Columbia, United States

ABOUT BRAND USA

 

Brand USA, the destination marketing organization for the United States, was established by the Travel Promotion Act as the nation's first public-private partnership to promote the United States as a premier travel destination and to communicate U.S. travel policies and procedures to worldwide travelers. The organization’s mission is to increase international visitation to the USA in order to fuel the U.S. economy and enhance the image of the United States worldwide. Formed as the Corporation for Travel Promotion in 2010, the public-private entity began operations in May 2011 and does business as Brand USA. According to studies by Oxford Economics, over the past four years Brand USA's marketing initiatives have helped welcome 4.3 million incremental visitors to the USA, benefiting the U.S. economy with nearly $30 billion in total economic impact, and has supported, on average, 50,900 incremental jobs a year.

 

For industry or partner information about Brand USA, visit TheBrandUSA.com. For information about exceptional and unexpected travel experiences in the United States, please visit Brand USA's consumer website VisitTheUSA.com.

 

SUMMARY DESCRIPTION

The Sr. Manager, Media Planning will focus on strategic planning, campaign execution, analytics, and optimization across all global paid media campaigns for consumer and trade initiatives. This role requires close interaction with all internal departments, external agencies, as well as destination, corporate, and activation partners. This role will serve as the Brand USA’s primary liaison to our media planning and buying agencies and media vendors. The Sr. Manager, Media Planning will also serve as lead project manager for global media campaigns.

 

MAJOR RESPONSIBILITIES

o  Development of Organic & Paid Media Strategies Across Platforms & Channels

o  Identification of And Management of Key Media Agency Partner(s) For Planning & Buying

o  Development of Joint Business Partnerships with Key Media, Including Google, FB, Amazon & Roku

o  With Analytics Team, Determine Methodology for Assessing Media Performance, Including Establishing Benchmarks, Optimization Goals & Regular Updates on Key Insights

o  With Partnership Team, Ensure That Media Partnerships Contain Best-In-Class Media Assets and Measurement Standards

o  With Global Marketplace, Review and Approve All Market-Level Initiatives That Include Media, To Verify Quality of Assets and That Measurement Plans Are in Place

o  Work in tandem with Sr. Director, Integrated Marketing to coordinate trafficking of advertising assets to agency or media vendor

o  Create media briefs for agencies based on business objectives

o  Execute and optimize media plans to achieve KPIs

o  Work with Senior Manager, Digital Analytics to set on-ad and on-site pixeling/tracking standards and develop KPIs for digital media campaigns

o  Vet media plans and authorize buys for in-market consumer media

o  Help build programs with media publishers and travel partners (i.e. Vice, Buzzfeed, Best Day and Expedia)

o  Collaborate with the Partner Marketing department to manage in-kind assets and align to global media strategy

·      Manage budgets, billing, and invoicing for media campaigns per flight

·      Discuss and present media research and recommendations to team and partners

·      Knowledge of the latest developments and trends in the industry and informs peers/senior team of appropriate opportunities

o  Campaign and Agency Management

·      Support management of agency partners in development and fulfillment of scopes of work, budgeting, and billing

·      Organization and project management of multiple campaigns running at the same time in multiple countries

·      Support management of vendor and publisher relationships

o  Analysis and Optimization

·      Work closely with Senior Manager, Digital Analytics to analyze post campaign reports across all channels; digest and disseminate actionable information to appropriate teams

·      Provide actionable recommendations for optimizations based on weekly reporting

·      Manage and support ad tag implementation with media agency and internal Brand USA research team

·      Support attribution modeling in collaboration with Senior Manager, Digital Analytics and Vice President, Research and Analytics

·      Provide ROI data to research team as needed

 

EXPERIENCE & SKILLS REQUIRED

  • At least four to six years work experience; at least two of those years focused in a media planning/strategy function
  • Media agency experience, comparable to a Media Supervisor role preferred
  • Consumer brand experience preferred
  • Experience with multi-channel marketing; international marketing a plus
  • Proven experience with both offline media (OOH, broadcast TV) and digital media (rich media, social media, paid search, programmatic) and corresponding metrics
  • Experience with OTT/CTV and app advertising a plus
  • Working knowledge of Google suite of advertising solutions, particularly DCM and Google Analytics
  • Project management experience in developing and executing media plans
  • Experience A/B testing for media and creative insights
  • Ability to collaborate with creative teams and communicate media objectives to creative outputs
  • Experience working and negotiating with various vendors and publishers
  • Experience with applying media insights to content, creative, and copy executions
  • General research, copy editing, and proof-reading skills, including the ability to write detailed media briefs, marketing plans and communication project plans
  • Ability to balance multiple projects and workflows from start to finish to ensure timely implementation and delivery of marketing materials
  • Proficiency with Microsoft Office suite for producing internal and external reports and presentations
  • Strong proficiency with Microsoft Excel in development of budgets, flowcharts, and timelines
  • Experience with Adwords and Salesforce a plus
  • Strong written and verbal communication skills
  • Strong relationship management skills in a partner-facing and team oriented role
  • Enthusiastic and self-motivated, with the ability to lead projects proactively
  • Bi-lingual skills a plus

 

EDUCATION & CERTIFICATIONS REQUIRED

·      Bachelor’s Degree, preferably in Marketing or Communications; or equivalent work experience

 

WORK ENVIRONMENT

  • Fast paced, professional office environment with moderate noise levels
  • Must be able to use a computer at a work station for long periods of time and to accommodate potentially frequent interruptions
  • Moderate travel may be required

 

AMERICANS WITH DISABILITIES ACT (ADA)

Brand USA will make reasonable accommodations in compliance with the Americans with Disabilities Act of 1990.


Brand USA is an Equal Opportunity Employer. We are committed to providing equal employment opportunity to employees and those who apply for employment. Employment-related decisions will be made without regard to race, color, gender identity or expression, age, creed, religion, sex, pregnancy, political affiliation, marital status, sexual orientation, citizenship, political affiliation, national origin, disability, genetic information, U.S. military or veteran status, socio-economic status, personal appearance, family responsibilities, matriculation, or any other categories protected by federal, state, or local law (“Protected Categories”). This commitment applies to recruitment, hiring, training, promotion, termination, and all other personnel actions and conditions of employment, such as compensation, benefits, layoffs and reinstatements, training, tuition assistance, working conditions, and disciplinary measures. 

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