Senior Manager, Local Media

Coca-Cola • Atlanta, GA

10h

About The Position

The Senior Manager, Local Media turns the VP’s unified media vision into high‑impact geographic market‑level strategies and activation plans across NAOU. The core objective of this role is to utilize data to de‑average markets locally, identifying unique local dynamics and tailoring plans that heighten brand relevancy and resonance . This leader drives localized media planning, investment, and execution across paid, earned, owned, and shared channels, balancing upper‑funnel brand building with lower‑funnel commerce outcomes. The role partners closely with Brand, IMX, FLM/Commercial, and agency teams to ensure our local media ecosystem is audience‑led, data‑driven, and tied to business objectives. The Sr. Manager embeds robust measurement and governance across all local plans and champions innovation in areas such as retail media networks, geo‑targeted digital, shoppable formats, and AI‑powered optimization.

Requirements

• Bachelor’s degree in Marketing, Communications, Business, or related field required; MBA or advanced degree is a plus (marketing/analytics focus preferred).
• 8–10+ years of progressive experience in media strategy/planning/buying with significant local or regional market ownership.
• Proven track record delivering measurable outcomes across omni‑channel local campaigns and partnering with agencies/platforms.
• Deep knowledge of local media ecosystems: DMA planning, geo‑targeting, addressable TV/CTV, audio, OOH, social, search, programmatic, multicultural media.
• Skilled in audience strategy and targeting techniques (look‑alike, contextual, 1P data onboarding); understands how channels integrate in a modern local mix.
• Up‑to‑date on platform changes and consumer media trends; able to assess relevance by market and retailer context.
• Comfortable interpreting MMM, MTA, brand lift, test‑and‑control, and competitive analyses; adept at turning insights into optimizations.
• Hands‑on experience with MarTech/AdTech stacks (e.g., CDP/DMP/DSP , clean rooms, identity solutions) to inform local planning and personalization.
• Strong people leadership and agency management experience; inspires cross‑functional teams and secures alignment.
• Exceptional collaborator with Brand, Creative, IMX, FLM/Commercial, and Field Marketing; navigates complex dynamics to keep initiatives moving.
• Clear, compelling communicator who simplifies technical concepts without losing meaning; strong storytelling tying media to business outcomes.
• Outstanding project management and organization; manages multiple market plans and timelines in a fast‑paced environment.
• Test‑and‑learn orientation with a bias for action; curiosity about evolving consumer behavior and media tech; discernment to focus on innovations that drive business value

Nice To Haves

• Experience with retail media networks , shoppable formats, and connecting media to e‑commerce/in‑store outcomes strongly preferred.
• Enthusiasm for technology and AI applications in media; able to conceptualize automation to improve efficiency and targeting.

Responsibilities

• Local Media Strategy & Planning Translate national media strategy into market‑specific connection plans across priority DMAs/store clusters, de‑averaging national assumptions to reflect local consumer, competitive, and retail realities. Build integrated omni‑channel local plans across paid (TV/CTV, audio, OOH, programmatic, social, search), earned (PR, influencers, organic social), owned (web/app, CRM/loyalty), and shared (retail partnerships, shopper touchpoints). Balance upper‑funnel brand equity goals with lower‑funnel commerce and conversion tactics, ensuring platform‑specific creative and flighting.
• Investment & Activation Oversight (Local) Develop local budget allocations and channel mix recommendations based on opportunity sizing, historical performance, and local market signals. Lead day‑to‑day activation with agency partners: trafficking, pacing, quality control, brand safety, and compliance. Monitor in‑flight performance and reallocate spend to maximize ROI and impact ; surface optimization recommendations and implications for future cycles.
• Data‑Driven Audience Planning & Insights (Geo‑Level) Leverage 1st/2nd/3rd‑party data and unified data platforms to refine local audience strategies (e.g., geo‑segmentation, propensity scoring, look‑alike modeling). Identify high‑value local cohorts, media consumption patterns, and retailer/shopper contexts to personalize messaging and placements. Craft clear, data‑grounded briefs for agencies, challenging legacy assumptions and piloting new channels/formats for hard‑to-reach audiences.
• Measurement & Analytics Integration Set market‑level KPIs and success metrics (e.g., ROAS, incremental sales lift, brand lift, foot traffic), ensuring tracking and tagging are in place. Partner with Marketing Analytics/Insights on MMM, MTA, lift studies, and competitive spend analyses tailored to local activation. Lead post‑mortems: diagnose strategy/creative/execution drivers, codify learnings, and feed a continuous test‑and‑learn loop.
• Cross‑Functional Alignment & Integration Serve as the bridge between media and Brand, IMX, Creative, FLM/Commercial, to embed local media into broader plans. Translate business priorities (e.g., driving trial among a new cohort or supporting a key customer initiative) into actionable audience‑first local media briefs. Maintain tight feedback loops during execution, sharing performance updates and rapidly reflecting business context changes (budgets, promos, inventory) in market plans.
• Agency & Partner Management Provide clear strategic direction to agency teams; uphold high standards in planning rigor, creativity, and operational excellence at the local level. Evaluate agency performance against benchmarks and recommend resource adjustments where needed.
• Innovation in Local Activation Scout and pilot hyperlocal platforms and partnerships (e.g., CTV geo‑addressable, dynamic DOOH, local creators/influencers, shoppable/social commerce integrations). Champion AI‑powered tools for local budget allocation, audience expansion, and creative personalization; set hypotheses and measurement plans for each pilot. Scale successful innovations across markets; document learnings from unsuccessful tests to sharpen future efforts.
• Governance, Brand Safety & Enablement Ensure adherence to brand safety, privacy, and data governance policies; uphold platform guidelines and local creative standards. Contribute to enterprise capability building by sharing best practices, playbooks, and case studies for local media excellence.
• Leadership & Development Identify capability gaps (e.g., retail media, analytics fluency) and drive training plans in partnership with IMX leadership. Promote a culture of curiosity, accountability, and continuous improvement.

What This Job Offers

• Job Type: Full-time
• Career Level: Manager