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About the role
- Director of Offline Media driving the marketing strategy and performance accountability for all offline channels at Sleep Number. Leading a team and collaborating with cross-functional partners to maximize ROI.
Responsibilities
- Drive Sleep Number’s performance brand marketing strategy and off-line media budget, ensuring every dollar is allocated effectively to maximize ROI and exceed ambitious performance goals.
- Architect the traditional brand marketing strategy and partner with external agency to execute across Linear TV, CTV, OLV, Terrestrial/Satellite Radio, Podcasts, Streaming, and OOH.
- Build a weekly, monthly, quarterly, and annual media investment plan aligned with sales events, product launches, promotions, etc.
- Clearly define KPIs and channel(s) role in the funnel.
- Partner with marketing, merchandising, e-commerce, and store operations teams to align media efforts with product launches, promotions, and in-store events.
- Partner closely with the internal creative team to ensure we are running the best creative possible to ensure our marketing dollars drive sales.
- Translate complex data into clear, actionable insights for both tactical optimization and high-level strategic pivots.
- Partner with analytics team to assess brand lift, search lift, sales impact, attribution models and MMM results.
- Establish a test-and-learn agenda for your channels.
- Oversee media performance reporting and analytics; use insights to optimize campaigns and inform future planning.
- Monitor the competitive landscape and emerging media trends to stay ahead of the curve.
- Build a best-in-class performance brand marketing team; foster a culture of innovation and accountability with a passion for exceeding goals.
- Champion the performance brand marketing vision across Sleep Number and external agencies, ensuring alignment with senior leadership, analytics, product, finance, sales, etc.
- Cultivate strong relationships with agencies and media partners, staying on the cutting edge of platform best practices.
- Manage relationships with media agencies, to ensure high-quality execution and ROI.
- Conduct Monthly and Quarterly Business Reviews with agencies, holding them accountable to efficiency and performance KPIs.
- Own media budget of approximately $150 million. Allocate spend across channels based on incrementality, ROI, and MMM results.
Requirements
- Bachelor's degree in Marketing, Communications, Business or equivalent work experience
- 8+ years of experience in media strategy and execution, preferably in retail or consumer goods with a focus on performance brand media metrics
- Proven success in managing large-scale, multi-channel performance brand marketing campaigns with a specialization and career progression in traditional, off-line media
- Must have experience in developing and managing a performance brand marketing budget of at least $100M annually
- Must have experience in building media mix strategies across Linear TV, CTV, OLV, Radio, Podcasts, OOH
- Must have experience with leading cross-channel integration between brand-driven and performance-driven media
- Must have experience using media mix models (MMM) and incrementality testing to guide budget allocation
- Experience with Netflix, Roku, Amazon
- Must be familiar with MNTN, Tatari, and other modern traditional media platforms
- Experience with reach and frequency management and understanding of halo effects on digital channels
- Strong understanding of retail marketing cycles, customer segmentation, and performance media
- Excellent leadership, communication, and cross-functional collaboration skills
- Passionate about delivering results and hitting goals.
Benefits
- medical and pharmacy benefits
- dental
- life and disability insurance
- a 401(k) Plan
- paid time off
- wellness programs
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