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Manager, Offline Media Strategy


Our client, a consumer healthcare company, is looking for a Manager, Offline Media Strategy. 


The Manager, Offline Media Strategy will be accountable for the management of offline media channels, including local and national television, print, and radio. This role is also responsible for managing the relationship with the media planning agency and will lead the planning and development of budgets (mid eight-figure) and implementation of national campaigns and local campaigns in 40+ DMAs. He/she will keep a pulse on market response, offline marketing campaigns, market-by-market lead demands, and be able to synthesize the performance into a compelling strategy to serve as an anchor of the overall marketing plan. Additionally, the role will be part of an integrated media team that encompasses acquisition and nurture marketing across both offline and digital channels, so expertise or desire to work across broader channel strategy will be critical to success in the role.


Duties & Responsibilities:

  • Lead customer acquisition and media planning for offline media channels (National and Local TV, OTT, DRTV, Radio, etc.).

  • Collaborate closely with digital channel managers to develop integrated media plans against the business objectives.

  • Develop marketing plans and forecasts including KPI metrics such as reach, spend, CPL using data and analytics to inform investment and optimization.

  • Design media test plans, track performance, and evaluate results.

  • Analyze and report campaign performance to drive continuous improvement.

  • Manage budgeting process for performance marketing, including forecasting, ROI & incremental assessments.

  • Knowledgeable in both digital and offline direct to consumer channels and how they work together (Halo) for a broad cross channel strategy and approach).

  • Provide diligent stewardship of all buys executed, including ongoing schedule revisions to optimize performance.

  • Manage external agency relationships.

  • Work with digital marketing team to develop a cross-channel approach to media, including media mix modeling, and data-driven approach to understanding the relationship between brand metrics and performance marketing metrics.



  • A bachelor’s degree in Marketing or related field.

  • 5+ years in media buying, planning, and optimization.

  • Excellent oral and written communication skills.

  • Self-starter who can work independently and collaborate in a team environment; proven experience collaborating with agency partners and working cross-functionally with internal partners.

  • Ability to manage a diverse set of tasks, prioritize workload, and deliver results against deadlines in a fast-paced setting.

  • Comfortable with advanced Excel and capable of manipulating data in order to perform both high level and more granular analysis.

  • Experience in the healthcare industry or medical services field is a plus

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