Marketing Manager, Programmatic Media and Affiliates

Lowe's Companies, Inc.•Mooresville, NC

3d•Onsite

About The Position

The Marketing Manager, Paid Media: Programmatic & Affiliate Partnerships is responsible for translating enterprise marketing strategy into scalable, data driven media programs that drive measurable business outcomes across both eCommerce and in store channels. This role owns strategy, planning, execution, and optimization across programmatic display, online video, and affiliate marketing, with a strong focus on audience strategy, media buying, measurement, and performance optimization. The manager serves as the organization’s subject matter expert in programmatic display and online video strategy and media buying, bringing deep experience with demand side platforms (DSPs) such as Google Display & Video 360 (DV360), The Trade Desk, Epsilon, or comparable platforms. This leader understands the full programmatic ecosystem and can translate business objectives into sophisticated audience, inventory, bidding, creative, and measurement strategies that maximize media effectiveness. Through structured experimentation, advanced audience strategies, robust analytics, and operational rigor, the manager leads across internal resources and external agency/technology partners to ensure programs are efficient, innovative, and aligned to enterprise priorities. The role also leads the strategy and activation of affiliate partnerships, identifying opportunities to expand reach, acquire customers, and drive profitable incremental growth through publishers and strategic partnerships. As a key cross-functional leader, this role partners with Analytics, eCommerce, Merchandining, Marketing, Creative, Technology, and Agency and Media partners to deliver integrated paid media strategies, scale best practices, and optimize toward total business impact. The ideal candidate combines deep programmatic and digital media expertise with strong commercial acumen and the ability to lead teams, influence senior stakeholders, and navigate a complex, fast paced environment.

Requirements

Bachelor’s degree Business, Marketing, Communications or Related Field or equivalent years of experience in lieu of education requirement, if applicable
8 years experience in marketing or business related work experience
5 years of experience in Display, Online Video leveraging programmatic media buying platforms
Working understanding of Affiliate Partnership, and ability to lead a high performing team responsible for strategy and activation
Prior experience coordinating and managing teams
Experience presenting in large forums and to C- executive management

Nice To Haves

Master’s degree Business, Marketing, Communications or Related Field
2 years Retail Experience
2 Years of Agency Experience

Responsibilities

Own and drive enterprise programmatic display, online video, and affiliate strategy aligned to revenue, profitability, customer acquisition, brand, and customer growth goals.
Lead planning, execution, and optimization of large scale programmatic display and online video programs, including hands on expertise with DSPs such as DV360, The Trade Desk, Epsilon, or comparable platforms.
Serve as the subject matter expert for programmatic media buying, with deep knowledge of audience strategy, inventory and supply paths, bidding, frequency management, contextual targeting, private marketplace deals, measurement, brand safety, and campaign optimization.
Develop sophisticated audience and activation strategies across prospecting, retargeting, customer acquisition, and lifecycle use cases, leveraging first party data, platform audiences, contextual signals, and other relevant data sources.
Continuously optimize media investment through bidding, audience segmentation, inventory selection, creative testing, frequency management, and budget allocation to maximize incremental business performance and media efficiency.
Advance online video strategy across the customer journey, determining the optimal role of video across awareness, consideration, acquisition, and remarketing while establishing clear measurement frameworks tied to business outcomes.
Own and evolve affiliate partnership strategy, managing publisher relationships, identifying new partnership opportunities, optimizing commission and incentive structures, and ensuring the channel delivers profitable and incremental growth.
Leverage data, analytics, and structured testing frameworks to generate actionable insights, quantify incrementality, improve media effectiveness, and drive ongoing performance gains across channels.
Partner cross functionally with Analytics, eCommerce, Merchandising, Marketing, Creative, Technology, and other paid media teams to deliver coordinated audience, media, creative, and measurement strategies.
Lead, develop, and inspire a high performing paid media team, building deep channel expertise while creating clear expectations for strategic thinking, executional excellence, experimentation, and business impact.
Manage agencies, technology providers, publishers, and media partners, establishing strong operating models, performance expectations, and accountability for results.
Evaluate emerging technologies, platforms, data partnerships, automation, and AI capabilities that can improve targeting, optimization, measurement, operational efficiency, and overall media effectiveness.