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BISSELL, Inc.

Sr. Retail Media Manager

BISSELL, Inc., Chicago

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Overview

The Sr. Retail Media Manager is a key member of BISSELL’s Media Team, driving the strategic vision for digital retail media initiatives and crafting best-in-class retail media plans with our key strategic customers. As a pivotal role within our Go-To-Market practice, this role bridges sales goals with retail media expertise, contributing to a cohesive and effective omnichannel media strategy. This position offers significant visibility and interaction with the executive team.

Responsibilities

Key Responsibilities:

  • Lead Retail Media Strategy: Develop and execute customer-specific media strategies that drive business growth and incrementality.
  • Collaborate Across Teams: Act as the retail media lead within the media team, aligning with agency partners, sales, and analytics teams to deliver cohesive media strategies that both deliver sell-in and sell-through.
  • Drive Innovation and Best Practices: Serve as a digital thought leader, promoting digital innovation and sharing insights to enhance our holistic media approach.
  • Measure and Communicate Results: Work closely with marketing analytics to ensure clear and consistent reporting of media performance, test plans, and outcomes, utilizing advanced marketing measurement models.
  • Maximize Media Investment: Partner with major advertising platforms, research partners, and retail media networks to optimize the impact of marketing dollars.

Ideal Candidate Profile:

  • Experience: Proven hands-on experience in a media role, either at an agency or working closely with agency teams.
  • Analytical Skills: Familiarity with advanced marketing measurement models and the ability to translate media metrics into sales performance insights.
  • Collaborative & Strategic: Strong track record of working cross-functionally, with a self-starter mentality and a process-driven approach.
  • Media & Sales Integration: Deep understanding of the relationship between media strategy and sales goals, with experience in digital thought leadership and driving results.

Reporting Structure:

This role reports directly to the Director of Media, Integrated Marketing , and works closely with agency partners, retail media networks, and the sales department.

Position Profile

1. Develop and Execute Retail Media Strategy:

  1. Strategic Leadership: Collaborate with the Director of Media and sales leads to define and implement retail media strategies across BISSELL categories and key North American customers.
  2. Drive Incremental Growth:
    • Media Acquisition: Build and scale digital acquisition levers, manage technical tools, and execute testing programs with agency partners.
    • Stay Agile: Monitor and adapt to emerging trends and platforms in the rapidly evolving media landscape.
    • Performance Management: Track and achieve revenue goals across business units, developing annual objectives, budgets, and strategies.
  3. Media Optimization:
    • Data-Driven Decisions: Lead media optimizations using available data sources, such as media mix model (MMM) outputs and multi-touch attribution
    • Innovation Opportunities: Identify and implement new media strategies, including audience targeting, platform utilization, and bid strategies, leveraging national media insights.
    • Cross-Functional Coordination: Effectively communicate media plans and optimizations to Marketing, Sales, and leadership teams.
  4. Compassionate Leadership: Oversee external agencies, ensuring they have the information and collaboration needed to achieve market success.
  5. Consistent Process Management: Implement consistent media planning processes across markets, covering media plan development, execution, approvals, billing, and reporting.

2. US Market Focus:

  • Walmart & Target: Oversee media strategy and activation, ensuring effective campaign execution.
  • Criteo Activation: Maximize the digital shelf presence with key customers.
  • Amazon Collaboration: Partner with the US and Global Amazon teams on activation, share insights, drive content development parity, and leverage BISSELL’s global capabilities.
  • Thought Leadership: Provide strategic guidance on media activities for other US customers as needed.

3. Canadian Market Focus:

  • Strategic Oversight: Lead media strategy and activation for Amazon, Canadian Tire, and Walmart.
  • Cross-Market Excellence: Apply learnings from US Walmart activation to elevate performance in the Canadian market.
  • Center of Excellence: Collaborate on building a North American Retail Media Center of Excellence to foster collaboration and share insights between US and Canadian markets.

4. Flexibility: Perform other duties as assigned to support overall business objectives.

Qualifications

REQUIRED EXPERIENCE/EDUCATION:

  • Degree minimum: Bachelor/s
  • Specific concentration: Business, Marketing, Advertising
  • Experience level: 8-10 years
    • Agency experience is a must
    • Direct experience working with retail media network: Amazon Advertising, Walmart Connect, Roundel, etc as a primary function of ones’ job

PREFERRED EXPERIENCE/EDUCATION:

  • Hands-on-keyboard experience in a digital performance channel function (retail performance channel, such as Amazon DSP, preferred)
  • Well-rounded background: general understanding of the broader media landscape outside of retail media, how retail media fits in a total media strategy
  • Customer mentality: understands the nuanced relationship between suppliers and customers, helps navigate complexities.
  • A proven track record of driving revenue growth
    • through digital/retail media, and/or
    • for a brand/company
  • Experience building and scaling acquisition channels, managing technical tools and implementing testing programs
  • People management experience
  • Agency and/or agency management experience
  • Deep understanding of relevant performance marketing KPI’s

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