Manager, Media, Tim Hortons, US

Restaurant Brands International•Miami, FL

1d•Onsite

About The Position

Restaurant Brands International Inc. (RBI) is seeking a Manager, Media for Tim Hortons US. This role is a hands-on strategic partner responsible for the day-to-day ownership of paid media planning, execution, and performance analysis for Tim Hortons' US media program. The position requires strong agency management, data-driven audience strategy, and campaign analytics skills. The Media team drives strategy, execution, and innovation across all paid media touchpoints, including TV, CTV, OLV, Display, Social, Audio, and OOH. The role translates business challenges into media solutions, measured by KPIs such as revenue, conversions, leads, and traffic. It also involves collaboration with the field marketing team for regional and local media alignment and vendor engagement for media operation improvements. The Manager will oversee the media budget, manage channel allocation, audience strategy, and drive consistent reporting and performance measurement. RBI operates on a 5-day in-office work schedule to foster collaboration, and successful candidates are expected to work onsite five days a week.

Requirements

5+ years of experience in total of media planning experience.
Demonstrated experience independently reviewing and challenging agency media plans, not just executing against them.
Hands-on experience with first-party audience strategy — understanding of lookalike modeling, audience segmentation, and how 1P data integrates into paid media activation.
Strong analytical skills: comfortable working from raw campaign data to identify performance trends, efficiency gaps, and budget optimization opportunities.
Experience managing multi-million dollar media budgets across concurrent campaigns with competing priorities.
Strong cross-functional collaboration to manage numerous stakeholders including finance, analytics & agency.

Responsibilities

Serve as a key contact for the media agency (PHD), reviewing and challenging recommendations across all channels including OTT, OLV, Social, Audio, Search, and OOH.
Evaluate media plans, identifying gaps in rationale, frequency saturation risks, or budget allocation inefficiencies.
Manage budget pacing and allocation across multiple concurrent campaigns, including mid-flight reallocations and holdbacks.
Conduct year-over-year budget analysis with proper contextualization to accurately assess spend trends.
Lead campaign briefings, flighting discussions, and plan reviews with agency partners, ensuring alignment on objectives and audience targeting.
Own campaign wrap analysis across all paid channels, evaluating reach efficiency, frequency curves, and cost-per-outcome against campaign KPIs.
Analyze media effectiveness across geographies and campaigns.
Support a test-and-learn agenda to measure media incrementality and optimize channel mix.
Manage and act on results of a Media Mix Model (MMM) in collaboration with the broader Marketing Analytics team, Media team, and media agency.
Deliver recurring reports, such as weekly sales slides and monthly preview decks, to inform leadership on key trends and opportunities.
Manage first-party audience strategy in collaboration with the agency, including activation of Core guest retention segments, 1P lookalike expansion for new audience acquisition, behavioral trigger-based targeting, and measurement feedback loops.
Lead Marketing Tech Stack oversight from the Tim Hortons US side, working closely with TH Canada and the Agency.
Monitor measurement gaps with key platforms such as Singular.
Lead channel mix recommendations using actual performance data.
Challenge recommendations that do not align with the brand’s strategic direction.
Manage geographic media strategy across established and new markets, including DMA-level budget allocation and market-specific performance benchmarks.