Retail Paid Media Strategist

Carhartt•Dearborn, MI

12d•Remote

About The Position

The Retail Paid Media Manager will lead media strategy focused on driving retail store traffic, sales, and brand awareness across a growing store footprint. This role will be responsible for building and executing performance-driven media plans that connect digital and traditional channels to the in-store experience, helping create a stronger omnichannel journey for the customer. This person will play a key role in developing retail-focused media strategies across channels like paid social, paid search, and other store-driving tactics, while identifying opportunities to test and scale additional channels that support local market growth. They will work closely with internal teams, agency partners, vendors, and creative stakeholders to ensure campaigns are aligned to business priorities, grounded in performance, and tailored to support both national and local retail initiatives. The ideal candidate brings a strong understanding of performance media, retail marketing, measurement, and cross-functional collaboration. They should be comfortable balancing strategy and execution, managing budgets, evaluating results, and translating performance into clear updates and recommendations for leadership. This individual should also possess strong executive presence, with the ability to confidently present strategic recommendations, influence decision-making, and build trusted partnerships with senior leaders across the organization. Inspired by Hard Work At Carhartt, the values of hard work—dependability, honesty, and trust—are rooted in the legacy of our founder, Hamilton Carhartt. His commitment to serving hardworking people continues to inspire everything we do. Guided by his legacy and our mission—We serve and protect all hardworking people by building durable products—we remain dedicated to upholding these principles in every decision we make and every product we create.

Requirements

5+ years of experience in paid media, performance marketing, or omnichannel media strategy, with a strong focus on driving measurable business outcomes
Experience building media strategies that support retail stores, physical locations, or omnichannel customer journeys
Strong working knowledge of paid social and paid search, with experience managing or influencing broader media mixes
Experience with drive-to-retail tactics including local market planning, store traffic campaigns, awareness campaigns, and conversion-focused media
Familiarity with retail media tools and tactics such as Local Inventory Ads (LIAs), store traffic campaigns, location extensions, and social commerce or local shopping experiences
Strong understanding of budget management, forecasting, pacing, and performance optimization
Experience working with agencies, external vendors, and cross-functional internal stakeholders
Ability to analyze performance data and turn findings into clear, strategic recommendations
Strong communication skills with the ability to present results, opportunities, and recommendations to leadership
Experience partnering with creative teams to improve performance and align messaging to channel and audience needs
Strong organizational skills and comfort managing multiple campaigns, priorities, and timelines at once

Nice To Haves

Experience in retail, omnichannel, or consumer brand marketing
Familiarity with traditional media channels that support local store performance, such as audio, video, direct mail, out-of-home, or local partnerships
Experience with store traffic measurement, lift analysis, matched market testing, or other retail attribution approaches

Responsibilities

Lead paid media strategy focused on driving retail store visits, sales, and product awareness across a growing store footprint
Develop and manage omnichannel media plans that connect digital and traditional media efforts to the in-store customer experience
Own retail media activation across key channels including paid social, paid search, and other store-driving tactics such as local awareness, map-based, video, audio, and traditional media where applicable
Build strategies that support both national brand objectives and local store-level business needs
Partner with agency teams and media vendors to plan, execute, optimize, and report on campaigns that support retail goals
Manage media budgets, forecasts, pacing, and investment strategies across campaigns, markets, and store priorities
Identify opportunities to improve efficiency and effectiveness through testing, audience strategy, creative learnings, and channel mix
Help shape localized and store-specific media approaches that reflect market needs, product priorities, and key business moments
Support retail-focused commerce tactics such as Local Inventory Ads (LIAs), location-based shopping experiences, and Facebook/Instagram local commerce opportunities that help connect nearby customers to store inventory and product availability
Monitor performance and translate media results into actionable insights and recommendations for both working teams and leadership
Build clear reporting frameworks around store traffic, sales impact, awareness, and media performance, while helping evolve measurement over time
Develop and present retail media strategies and recommendations to senior leadership.
Stay current on retail media trends, local media opportunities, digital innovation, and evolving best practices that can improve store performance