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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.

What You'll Do for Us

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.

Qualifications & Requirements

Education

Bachelor's degree in Marketing, Communications, Business, or related field required; MBA or advanced degree is a plus (marketing/analytics focus preferred).

Experience

+ **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.

+ Experience with **retail media networks** , shoppable formats, and connecting media to e‑commerce/in‑store outcomes strongly preferred.

Media & Channel Expertise

+ 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.

Data & Analytics Savvy

+ 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.

+ Enthusiasm for technology and **AI** applications in media; able to conceptualize automation to improve efficiency and targeting.

Leadership & Collaboration

+ 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.

Communication & Project Management

+ 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.

Innovative Mindset

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

Skills:

Videography; Social Media; Creativity; Paid Search Marketing; Marketing Campaigns; Programmatic (Inactive); Marketing Strategies; Waterfall Model; Digital Media; Search Engine Optimization (SEO); Group Problem Solving; Microsoft Office; Communication; Google Analytics; Digital Signage; Teamwork; Search Engine Marketing (SEM); Negotiation; Agency Management; Connections Planning

The Coca-Cola Company will not offer sponsorship for employment status (including, but not limited to, H1-B visa status and other employment-based nonimmigrant visas) for this position. Accordingly, all applicants must be currently authorized to work in the United States on a full-time basis and must not require The Coca-Cola Company's sponsorship to continue to work legally in the United States.

Pay Range:$139,600 - $157,900

Base pay offered may vary depending on geography, job-related knowledge, skills, and experience. A full range of medical, financial, and/or other benefits, dependent on the position, is offered.

Annual Incentive Reference Value Percentage:15

Annual Incentive reference value is a market-based competitive value for your role. It falls in the middle of the range for your role, indicating performance at target.

We are an Equal Opportunity Employer and do not discriminate against any employee or applicant for employment because of race, color, sex, age, national origin, religion, sexual orientation, gender identity and/or expression, status as a veteran, and basis of disability or any other federal, state or local protected class.