Drive Sleep Number’s performance brand marketing strategy and off-line media budget, ensuring every dollar is allocated cost-effectively to maximize ROI and exceed ambitious performance goals
Architect the performance 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.
Contribute to a test & learn roadmap helping to ideate and prioritize backlog on testing into new channels & platforms and the incrementality of channels & tactics
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
Ensure linear + CTV + OLV planning is unified and partner with digital team to measure halo effects on digital channels
Deliver clear, concise updates to senior leadership, confidently representing the strategy and performance in high-stakes presentations
Own media budget of approximately $150 million
Allocate spend across channels based on incrementality, ROI, and MMM results.
Maintain budget pacing reports and report out on efficiency
Partner with Finance to forecast CAC, ROAS, and revenue contribution
Ensure efficient spend and maximize return on investment through data-driven decision-making
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 direct-to-consumer 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
Hands on experience leveraging business intelligence and visualization tools (PowerBI, Tableau) to generate insights and apply to performance optimization
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.
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