Coca-Cola HBC
The Senior Manager, Local Media turns the VP’s unified media vision into high‑impact geographic market‑level strategies and activation plans across NAOU. The core objective of this role is to
utilize data to de‑average markets
locally, identifying unique local dynamics and tailoring plans that heighten brand
relevancy
and
resonance . This leader drives localized media planning, investment, and execution across paid, earned, owned, and shared channels, balancing upper‑funnel brand building with lower‑funnel commerce outcomes.
The role partners closely with Brand, IMX, FLM/Commercial, and agency teams to ensure our local media ecosystem is audience‑led, data‑driven, and tied to business objectives. The Sr. Manager embeds robust measurement and governance across all local plans and champions innovation in areas such as retail media networks, geo‑targeted digital, shoppable formats, and AI‑powered optimization.
What You’ll Do for Us Local Media Strategy & Planning
Translate national media strategy into
market‑specific
connection plans across priority DMAs/store clusters, de‑averaging national assumptions to reflect local consumer, competitive, and retail realities.
Build integrated omni‑channel local plans across
paid
(TV/CTV, audio, OOH, programmatic, social, search),
earned
(PR, influencers, organic social),
owned
(web/app, CRM/loyalty), and
shared
(retail partnerships, shopper touchpoints).
Balance upper‑funnel
brand equity
goals with lower‑funnel
commerce
and conversion tactics, ensuring platform‑specific creative and flighting.
Investment & Activation Oversight (Local)
Develop local budget allocations and channel mix recommendations based on opportunity sizing, historical performance, and local market signals.
Lead day‑to‑day activation with agency partners: trafficking, pacing, quality control, brand safety, and compliance.
Monitor in‑flight performance and
reallocate
spend to maximize
ROI
and
impact ; surface optimization recommendations and implications for future cycles.
Data‑Driven Audience Planning & Insights (Geo‑Level)
Leverage
1st/2nd/3rd‑party data
and unified data platforms to refine local audience strategies (e.g., geo‑segmentation, propensity scoring, look‑alike modeling).
Identify high‑value local cohorts, media consumption patterns, and retailer/shopper contexts to personalize messaging and placements.
Craft clear, data‑grounded briefs for agencies, challenging legacy assumptions and piloting new channels/formats for hard‑to‑reach audiences.
Measurement & Analytics Integration
Set
market‑level KPIs
and success metrics (e.g., ROAS, incremental sales lift, brand lift, foot traffic), ensuring tracking and tagging are in place.
Partner with Marketing Analytics/Insights on MMM, MTA, lift studies, and competitive spend analyses tailored to local activation.
Lead post‑mortems: diagnose strategy/creative/execution drivers, codify learnings, and feed a continuous
test‑and‑learn
loop.
Cross‑Functional Alignment & Integration
Serve as the bridge between media and
Brand, IMX, Creative, FLM/Commercial,
to embed local media into broader plans.
Translate business priorities (e.g., driving trial among a new cohort or supporting a key customer initiative) into actionable
audience‑first
local media briefs.
Maintain tight feedback loops during execution, sharing performance updates and rapidly reflecting business context changes (budgets, promos, inventory) in market plans.
Agency & Partner Management
Provide clear strategic direction to agency teams; uphold high standards in planning rigor, creativity, and operational excellence at the local level.
Evaluate agency performance against benchmarks and recommend resource adjustments where needed.
Innovation in Local Activation
Scout and pilot
hyperlocal
platforms and partnerships (e.g., CTV geo‑addressable, dynamic DOOH, local creators/influencers, shoppable/social commerce integrations).
Champion
AI‑powered
tools for local budget allocation, audience expansion, and creative personalization; set hypotheses and measurement plans for each pilot.
Scale successful innovations across markets; document learnings from unsuccessful tests to sharpen future efforts.
Governance, Brand Safety & Enablement
Ensure adherence to brand safety, privacy, and data governance policies; uphold platform guidelines and local creative standards.
Contribute to enterprise capability building by sharing best practices, playbooks, and case studies for local media excellence.
Leadership & Development
Identify capability gaps (e.g., retail media, analytics fluency) and drive training plans in partnership with IMX leadership.
Promote a culture of curiosity, accountability, and continuous improvement.
Qualifications & Requirements Education Bachelor’s degree in Marketing, Communications, Business, or related field required; MBA or advanced degree is a plus (marketing/analytics focus preferred).
Experience
8–10+ years
of progressive experience in media strategy/planning/buying with significant
local or regional
market ownership.
Proven track record delivering measurable outcomes across omni‑channel local campaigns and partnering with agencies/platforms.
Experience with
retail media networks , shoppable formats, and connecting media to e‑commerce/in‑store outcomes strongly preferred.
Media & Channel Expertise
Deep knowledge of local media ecosystems: DMA planning, geo‑targeting, addressable TV/CTV, audio, OOH, social, search, programmatic, multicultural media.
Skilled in audience strategy and targeting techniques (look‑alike, contextual, 1P data onboarding); understands how channels integrate in a modern local mix.
Up‑to‑date on platform changes and consumer media trends; able to assess relevance by
market
and retailer context.
Data & Analytics Savvy
Comfortable interpreting MMM, MTA, brand lift, test‑and‑control, and competitive analyses; adept at turning insights into optimizations.
Hands‑on experience with MarTech/AdTech stacks (e.g.,
CDP/DMP/DSP , clean rooms, identity solutions) to inform local planning and personalization.
Enthusiasm for technology and
AI
applications in media; able to conceptualize automation to improve efficiency and targeting.
Leadership & Collaboration
Strong people leadership and agency management experience; inspires cross‑functional teams and secures alignment.
Exceptional collaborator with Brand, Creative, IMX, FLM/Commercial, and Field Marketing; navigates complex dynamics to keep initiatives moving.
Communication & Project Management
Clear, compelling communicator who simplifies technical concepts without losing meaning; strong storytelling tying media to business outcomes.
Outstanding project management and organization; manages multiple market plans and timelines in a fast‑paced environment.
Innovative Mindset Test‑and‑learn orientation with a bias for action; curiosity about evolving consumer behavior and media tech; discernment to focus on innovations that drive business value
Skills:
Videography; Social Media; Creativity; Paid Search Marketing; Marketing Campaigns; Programmatic (Inactive); Marketing Strategies; Waterfall Model; Digital Media; Search Engine Optimization (SEO); Group Problem Solving; Microsoft Office; Communication; Google Analytics; Digital Signage; Teamwork; Search Engine Marketing (SEM); Negotiation; Agency Management; Connections Planning
#J-18808-Ljbffr
utilize data to de‑average markets
locally, identifying unique local dynamics and tailoring plans that heighten brand
relevancy
and
resonance . This leader drives localized media planning, investment, and execution across paid, earned, owned, and shared channels, balancing upper‑funnel brand building with lower‑funnel commerce outcomes.
The role partners closely with Brand, IMX, FLM/Commercial, and agency teams to ensure our local media ecosystem is audience‑led, data‑driven, and tied to business objectives. The Sr. Manager embeds robust measurement and governance across all local plans and champions innovation in areas such as retail media networks, geo‑targeted digital, shoppable formats, and AI‑powered optimization.
What You’ll Do for Us Local Media Strategy & Planning
Translate national media strategy into
market‑specific
connection plans across priority DMAs/store clusters, de‑averaging national assumptions to reflect local consumer, competitive, and retail realities.
Build integrated omni‑channel local plans across
paid
(TV/CTV, audio, OOH, programmatic, social, search),
earned
(PR, influencers, organic social),
owned
(web/app, CRM/loyalty), and
shared
(retail partnerships, shopper touchpoints).
Balance upper‑funnel
brand equity
goals with lower‑funnel
commerce
and conversion tactics, ensuring platform‑specific creative and flighting.
Investment & Activation Oversight (Local)
Develop local budget allocations and channel mix recommendations based on opportunity sizing, historical performance, and local market signals.
Lead day‑to‑day activation with agency partners: trafficking, pacing, quality control, brand safety, and compliance.
Monitor in‑flight performance and
reallocate
spend to maximize
ROI
and
impact ; surface optimization recommendations and implications for future cycles.
Data‑Driven Audience Planning & Insights (Geo‑Level)
Leverage
1st/2nd/3rd‑party data
and unified data platforms to refine local audience strategies (e.g., geo‑segmentation, propensity scoring, look‑alike modeling).
Identify high‑value local cohorts, media consumption patterns, and retailer/shopper contexts to personalize messaging and placements.
Craft clear, data‑grounded briefs for agencies, challenging legacy assumptions and piloting new channels/formats for hard‑to‑reach audiences.
Measurement & Analytics Integration
Set
market‑level KPIs
and success metrics (e.g., ROAS, incremental sales lift, brand lift, foot traffic), ensuring tracking and tagging are in place.
Partner with Marketing Analytics/Insights on MMM, MTA, lift studies, and competitive spend analyses tailored to local activation.
Lead post‑mortems: diagnose strategy/creative/execution drivers, codify learnings, and feed a continuous
test‑and‑learn
loop.
Cross‑Functional Alignment & Integration
Serve as the bridge between media and
Brand, IMX, Creative, FLM/Commercial,
to embed local media into broader plans.
Translate business priorities (e.g., driving trial among a new cohort or supporting a key customer initiative) into actionable
audience‑first
local media briefs.
Maintain tight feedback loops during execution, sharing performance updates and rapidly reflecting business context changes (budgets, promos, inventory) in market plans.
Agency & Partner Management
Provide clear strategic direction to agency teams; uphold high standards in planning rigor, creativity, and operational excellence at the local level.
Evaluate agency performance against benchmarks and recommend resource adjustments where needed.
Innovation in Local Activation
Scout and pilot
hyperlocal
platforms and partnerships (e.g., CTV geo‑addressable, dynamic DOOH, local creators/influencers, shoppable/social commerce integrations).
Champion
AI‑powered
tools for local budget allocation, audience expansion, and creative personalization; set hypotheses and measurement plans for each pilot.
Scale successful innovations across markets; document learnings from unsuccessful tests to sharpen future efforts.
Governance, Brand Safety & Enablement
Ensure adherence to brand safety, privacy, and data governance policies; uphold platform guidelines and local creative standards.
Contribute to enterprise capability building by sharing best practices, playbooks, and case studies for local media excellence.
Leadership & Development
Identify capability gaps (e.g., retail media, analytics fluency) and drive training plans in partnership with IMX leadership.
Promote a culture of curiosity, accountability, and continuous improvement.
Qualifications & Requirements Education Bachelor’s degree in Marketing, Communications, Business, or related field required; MBA or advanced degree is a plus (marketing/analytics focus preferred).
Experience
8–10+ years
of progressive experience in media strategy/planning/buying with significant
local or regional
market ownership.
Proven track record delivering measurable outcomes across omni‑channel local campaigns and partnering with agencies/platforms.
Experience with
retail media networks , shoppable formats, and connecting media to e‑commerce/in‑store outcomes strongly preferred.
Media & Channel Expertise
Deep knowledge of local media ecosystems: DMA planning, geo‑targeting, addressable TV/CTV, audio, OOH, social, search, programmatic, multicultural media.
Skilled in audience strategy and targeting techniques (look‑alike, contextual, 1P data onboarding); understands how channels integrate in a modern local mix.
Up‑to‑date on platform changes and consumer media trends; able to assess relevance by
market
and retailer context.
Data & Analytics Savvy
Comfortable interpreting MMM, MTA, brand lift, test‑and‑control, and competitive analyses; adept at turning insights into optimizations.
Hands‑on experience with MarTech/AdTech stacks (e.g.,
CDP/DMP/DSP , clean rooms, identity solutions) to inform local planning and personalization.
Enthusiasm for technology and
AI
applications in media; able to conceptualize automation to improve efficiency and targeting.
Leadership & Collaboration
Strong people leadership and agency management experience; inspires cross‑functional teams and secures alignment.
Exceptional collaborator with Brand, Creative, IMX, FLM/Commercial, and Field Marketing; navigates complex dynamics to keep initiatives moving.
Communication & Project Management
Clear, compelling communicator who simplifies technical concepts without losing meaning; strong storytelling tying media to business outcomes.
Outstanding project management and organization; manages multiple market plans and timelines in a fast‑paced environment.
Innovative Mindset Test‑and‑learn orientation with a bias for action; curiosity about evolving consumer behavior and media tech; discernment to focus on innovations that drive business value
Skills:
Videography; Social Media; Creativity; Paid Search Marketing; Marketing Campaigns; Programmatic (Inactive); Marketing Strategies; Waterfall Model; Digital Media; Search Engine Optimization (SEO); Group Problem Solving; Microsoft Office; Communication; Google Analytics; Digital Signage; Teamwork; Search Engine Marketing (SEM); Negotiation; Agency Management; Connections Planning
#J-18808-Ljbffr