Manager, Paid Media Channel Strategy

Do you want to be at the forefront of helping shape how innovative brands connect with audiences across multiple channels, driving modernization in targeting, creative, and measurement? If you have a track record of building and scaling paid media programs from the ground up and delivering measurable business results, we want to speak with you! We are currently looking for a Manager, Digital and Paid Media Channel Strategy to join our Consumer Experience Organization (CXO) in Richmond, VA but are open to a remote work arrangement.The role will be responsible for end-to-end ownership of audience planning, segmentation, creative testing roadmaps, operational excellence, and vendor partnerships.

What you will be doing: Paid Media Strategy & Ownership


* Lead the development and execution of paid media plans across display, OLV, CTV, Digital OOH, PPC, audio, and other channels-ensuring campaigns are data-driven, audience-first, and performance-optimized.

Audience Strategy Leadership


* Drive digital reach planning and audience segmentation strategies in partnership with analytics and agency teams to optimize targeting, personalization, and measurement.

Cross-Channel Creative & Testing


* Oversee creative asset development aligned with brand and audience insights; build a testing roadmap to continuously improve creative, targeting, and bidding strategies.

Execution & Optimization


* Collaborate with media partners to lead campaign setup, trafficking, QA, and in-flight optimizations-this role is hands-on and execution-focused.

Vendor & Partner Management


* Be a great partner with agencies, platforms, and vendors; negotiate contracts and ensure strategic and operational deliverables are met.

Team & Process Leadership


* Lead and mentor a high-performing digital marketing team; handle operational tools like BOMs and calendars, and drive quarterly planning and asset delivery.

Performance Measurement & Benchmarking


* Establish KPIs and benchmarking frameworks to evaluate success across all paid media channels and ensure continuous improvement.

We want you to have:


* Bachelor's degree in Marketing, Communications, Business, or related field; Master's degree a plus.


* 6+ years of hands-on experience in paid media strategy, planning, buying, and optimization across multiple channels (display, OLV, CTV, DOOH, PPC).


* Consistent track record of building and launching campaigns from scratch - not just optimizing existing programs.


* Strong understanding of audience segmentation, targeting, bidding strategies, and campaign measurement.


* Experience with ad serving platforms, DSPs, paid search platforms, and analytics tools.


* Demonstrated success leading, coaching, and developing direct reports.


* Excellent communication, organizational, and analytical skills.


* Ability to thrive in a fast-paced, ambiguous environment and build structure where none exists.

In this role, you are respo...