Manager Paid Media Inhalables

Philip Morris International•Stamford, CT

16d•Hybrid

About The Position

The Manager, Paid Media Inhalables is a key member of the Paid Media team, responsible for full-funnel media planning and activation across inhalable brands, with a focus on IQOS. This role owns the development and execution of upper- and lower-funnel media strategies, driving both brand and category awareness as well as leads and sales. The ideal candidate brings a strong balance of strategic media planning and performance expertise, with the ability to connect awareness-driving investments to measurable business outcomes through data, testing, and optimization.

Requirements

8+ years of experience in paid media or performance marketing, with exposure to full-funnel strategy and execution
Strong expertise in paid search (required), with proven ability to drive measurable outcomes (leads, sales, ROAS)
Experience across paid social, programmatic, and digital media channels; familiarity with partnerships or high-impact placements is a plus
Demonstrated experience developing upper- and full-funnel media strategies, including audience planning, channel selection, and investment allocation
Strong understanding of media planning principles (reach, frequency, audience scaling) and how they connect to performance outcomes
Experience with measurement and analytics, including attribution, incrementality, or brand lift approaches
Ability to translate data into clear insights and strategic recommendations that influence investment decisions
Experience managing budgets, forecasts, and performance reporting against business KPIs
Understanding of how upper-, mid-, and lower-funnel media interact to drive pipeline quality and revenue
Strong communication and stakeholder management skills, with experience working across cross-functional teams and multiple brands
Experience in regulated categories or complex marketing environments is a plus
Able to work in the US now and in the future without sponsorship

Responsibilities

Own full-funnel paid media strategy and performance, with accountability for awareness, lead generation, and conversion outcomes
Lead upper-funnel media planning for IQOS, including channel mix, audience strategy, and media partnerships to drive awareness and consideration
Manage lower-funnel performance marketing, optimizing campaigns to maximize qualified leads, conversions, and ROAS. Must show impact to the business.
Oversee execution across key channels including paid search, paid social, programmatic, and digital partnerships, ensuring alignment with funnel objectives
Define and evolve audience targeting and segmentation strategies using first- and third-party data to improve reach and efficiency across the funnel
Establish and track KPIs across the funnel (e.g., reach, engagement, CPA, ROAS), and connect upper-funnel performance to downstream conversion impact
Analyze campaign performance and translate insights into clear, actionable optimization strategies and business impact narratives
Develop and execute testing roadmaps (creative, targeting, channel mix, bidding) to drive continuous improvement and incremental growth
Partner with analytics teams to ensure robust measurement frameworks, including attribution and incrementality approaches
Collaborate cross-functionally with brand, CX, and agency partners to align media strategy, messaging, and conversion experience
Manage budgets, forecasts, and pacing to maximize return on media investment and business impact
Drive integrated full-funnel planning, ensuring upper-funnel investments improve lower-funnel efficiency and overall performance
Optimizing channel mix, bidding, and audiences to increase conversion value and incremental revenue
Refine targeting and creative to increase high-intent traffic and downstream conversion rates, not just volume
Mentor junior team members and reinforce best practices in data-driven media strategy and execution