Your Impact
The primary purpose of the Sr Manager, Media Planning role is to lead strategic planning across DIY and PRO segments. This role will lead a team of direct reports building supporting media plans for go-to-market. This role is responsible for leading the interpretation of the marketing strategy across customer segments, merchandising categories, initiatives, or vendor brands to build optimized media plan across relevant channels. In addition, they will work closely with media agency partners to allocate media support and develop plans based on strategies and partner back with Brand Marketing and creative leaders to coordinate aligned execution. Through this work, the Sr. Manager, Media Planning will play a key role in the development of the overarching Lowe's annual marketing plan to support the enterprise strategy and business needs to help deliver total company metrics, drive traffic, and optimize ROI.
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The Sr Manager in this role will possess analytical skills, problem solving agilities, and will demonstrate how to utilize, interpret and action off data on a regular basis for both annual plans and real-time pivots. This individual will also possess strong leadership skills, working cross-functionally across the organization to deliver results. This role drives sales and profitability by developing and implementing marketing plans that drive in-store and online traffic with a focused lens on optimization and productivity. This requires a deep understanding of the business, the competitive landscape, marketing channels, and media planning to ultimately deliver on total company KPIs.
What you will do
- Develop Marketing Plans and Media Management
- Interprets the marketing strategy across customer segments, merch categories, initiatives, or vendor brands to build supporting go-to-market plans across all relevant channels
- Works closely with media agency partners to allocate media support and develop plans based on strategies.
- Plays role of the channel subject matter expert with evolving knowledge base of current and emerging channels. Deep understanding of how to align initiative strategies with the right collection of marketing channels/tactics to drive the desired KPIs.
- Leverages test & learn data as well as Media Mix Modeling and Multi-Touch Attribution learnings.
- Continuously monitors media spend & pressure and performance across all channels with an investment portfolio mindset
- Optimizes media investment accordingly to drive efficiency and deliver on annual traffic target.
- Demonstrates the ability to pivot quickly in response to changing business needs. This includes delivering on both proactive and reactive opportunities with plan adjustments/optimizations.
- Manages strategic bodies of work and leads highly visible strategic conversations across the organization and with executive leadership teams.
- Leads team of direct reports as well as works cross-functionally daily across a highly complex matrix organization to deliver results, fostering a culture of collaboration and teamwork within immediate and extending Marketing team
- Accountable for delivering and executing upon the marketing strategy
- Manages a multimillion-dollar operating budget across all segments and ensures that Marketing funds are allocated in the most cost-effective and impactful manner. Responsible for maintaining accurate invoicing and monthly input of budget allocation to ensure forecast accuracy.
- Collaborate cross-functionally in the development of marketing plans across customer segments to ensure alignment and make efficient use of the organization capabilities. Must demonstrate exceptional presentation skills. Must ‘market the marketing' and present marketing plans to various stakeholders across the organization.
- This position manages/supervises people
Required Qualifications:
- Bachelor's Degree Business, Marketing, or Communications and 8 years Marketing experience
- 5-7 years retail experience
- 5-7 years media experience
- 1-2 years leadership experience
Preferred Qualifications:
- 5-7 years direct budget management experience
- 5-7 years leading a team
About Lowe's
Lowe's Companies, Inc. (NYSE: LOW) is a FORTUNE® 50 home improvement company serving approximately 16 million customer transactions a week in the United States. With total fiscal year 2023 sales of more than $86 billion, Lowe's operates over 1,700 home improvement stores and employs approximately 300,000 associates. Based in Mooresville, N.C., Lowe's supports the communities it serves through programs focused on creating safe, affordable housing and helping to develop the next generation of skilled trade experts. For more information, visit Lowes.com.
Lowe's is an equal opportunity employer and administers all personnel practices without regard to race, color, religious creed, sex, gender, age, ancestry, national origin, mental or physical disability or medical condition, sexual orientation, gender identity or expression, marital status, military or veteran status, genetic information, or any other category protected under federal, state, or local law.
Starting rate of pay may vary based on factors including, but not limited to, position offered, location, education, training, and/or experience. For information regarding our benefit programs and eligibility, please visit https://talent.lowes.com/us/en/benefits.