Retail Media Manager is responsible for designing and implementing strategic media plans that maximize the effectiveness and return on investment of advertising campaigns. This role partners closely with internal stakeholders, brands, agencies, and business leaders to understand business objectives, identify target audiences, and develop media strategies that drive awareness, engagement, and business growth.

The position analyzes consumer behavior, media consumption trends, audience insights, and channel performance to recommend optimal media mixes, placements, timing, and geographic focus. Additionally, the role evaluates campaign effectiveness and leverages performance insights to continuously improve future media investments and communication strategies.

RESPONSABILIDADES: (actividades a desarrollar, alcances, etc.)

• Develop comprehensive media plans aligned with brand objectives, marketing priorities, and business goals.
• Translate campaign objectives into effective media strategies across online and offline channels.
• Recommend the optimal media mix, investment allocation, timing, and audience targeting strategies.
• Ensure media plans maximize reach, frequency, engagement, and return on advertising investment.

Consumer & Audience Insights

• Analyze target audience profiles, consumer behaviors, purchasing journeys, and media consumption habits.
• Utilize market research, audience data, and performance analytics to identify communication opportunities.
• Monitor shifts in consumer behavior and media trends to adapt planning approaches accordingly.
• Provide actionable recommendations based on audience insights and competitive intelligence.

Media Performance & Optimization

• Track, measure, and evaluate campaign effectiveness against predefined KPIs.
• Analyze media performance metrics and generate insights to optimize future campaigns.
• Identify opportunities to improve media efficiency, effectiveness, and investment allocation.
• Develop post-campaign analyses and recommendations for continuous improvement.

Agency & Stakeholder Management

• Collaborate with media agencies, creative agencies, and internal stakeholders to ensure alignment and execution excellence.
• Serve as a key point of contact for media planning requirements and recommendations.
• Challenge agency proposals and recommendations through data-driven analysis and business understanding.
• Foster strong relationships with cross-functional teams to support integrated marketing initiatives.

Market Intelligence & Media Innovation

• Stay informed on emerging media channels, digital platforms, audience trends, and industry best practices.
• Evaluate new technologies, tools, and media opportunities that enhance customer engagement.
• Identify innovative approaches to improve campaign effectiveness and media efficiency.
• Benchmark media strategies and performance against competitors and industry standards.

PERFIL DEL CANDIDATO: (experiencia, aplicaciones, idiomas (mencionar nivel) deseables, etc.)

Education

• Bachelor’s Degree in Marketing, Advertising, Communications, Business Administration, Media, or related field.
• Advanced studies or certifications in Media Planning, Digital Marketing, Marketing Analytics, or Consumer Insights are desirable.

Experience

• 5-8 years of experience in Media Planning, Advertising, Marketing Communications, or related areas.
• Strong experience managing integrated media campaigns across traditional and digital channels.
• Experience working with media agencies and external partners.
• Proven ability to analyze campaign performance and translate insights into business recommendations.

COMPENTENCIAS GENERALES: (hard/soft skills)

Technical Competencies

• Media Planning & Buying
• Audience Segmentation
• Marketing Analytics
• Consumer Insights
• Digital Media Strategy
• Campaign Performance Measurement
• Budget Management
• Market Research
• Data Analysis & Reporting
• Cross-Functional Project Management

Soft Competencies

• Strategic Thinking
• Analytical Capability
• Business Acumen
• Stakeholder Management
• Influencing Skills
• Decision Making
• Communication Skills
• Results Orientation
• Innovation & Continuous Improvement
• Collaboration

Success Measures (KPIs)

• Achievement of campaign objectives and media KPIs.
• Media investment efficiency (ROI/ROAS).
• Audience reach and engagement performance.
• Campaign effectiveness and optimization outcomes.
• Accuracy and quality of media recommendations.
• Stakeholder satisfaction and partnership effectiveness.