Interactive digital media specialist job description

The ideal candidate will be an experienced digital media professional who excels in a fast paced, collaborative environment. The Digital Media Specialist will drive the strategy, planning, execution, and reporting of Macy's campaigns, including but not limited to, programmatic display, Facebook, Twitter, Snapchat, TikTok, Pinterest. The candidate will need to have a strong understanding of the digital media publisher and technology landscape and the ability to identify emerging trends to help make strategic marketing decisions.

The Specialist will be a pioneer in Macy's agile testing pods. Acting as a Test Lead, the role will require the candidate to drive test activation end-to-end within digital media channels. They will leverage customer insights to ideate high-impact tests and collaborate with colleagues as well as external vendors to determine feasibility and execute within two-week sprint cycles. They will navigate all the requirements to launch a test, including but not limited to, test setup, first-party audience planning, technical dependencies, budget, and ability to scale.

The Digital Media Specialist is responsible for collaborating with internal and external partners (Agency Partners / Media Publishers) to develop strategic media recommendations that meet Macy's marketing goals. In addition to a robust media background, it is imperative that this person be a strong communicator. They will need to effectively articulate the strategy and details of tactical media recommendations - including partner, tactic, and performance insights - with a variety of internal stakeholders at Macy's in order to facilitate seamless execution. The ideal candidate will have a vast knowledge of digital marketing, be highly organized, detail oriented, a strong communicator, and must be able to juggle multiple projects and collaborate across a large organization.
Essential Functions:
• Responsible for being a business expert in digital media - this person is a resource for other business and marketing groups.
• Use and analyze industry trends, performance data, and other resources to inform media strategies and optimizations.
• Aggressively pursue and implement new media ideas and applications that build Macy's business.
• Lead digital media testing within Macy's Agile Testing Pods - this cross functional group acts with a start-up mentality within Macy's, operating in two-week sprints to ideate and execute testing to drive incremental revenue for the business
• Leverage customer insights and media industry knowledge to inform test ideation and design, maintain healthy pipeline of agile tests, work with Strategy Lead to assess impact and prioritize
• Maintains connection to and knowledge of Macy's media campaigns - acts as liaison between agile testing pod and BAU media owners to properly assess testing implications
• Manage collisions within the channel (both inside and outside the pod) and inform the control tower of upcoming tests for each sprint
• Manage external relationships with non-Pod colleagues and vendors to plan and execute tests, remove barriers as necessary
• Collaborate with Measurement Lead to develop testing plans and ensure adequate testing populations and treatments
• Responsible for end-to-end activation of each test from hypothesis to measurement - owns interaction points with pod members (e.g. strategy, creative, measurement) and other relevant stakeholders to get tests executed (e.g. agency, systems)
• At the beginning of a sprint, take point on identifying the “tasks” needed to design and launch a test (Test Lead is not necessarily responsible for executing all tasks)
• Write the test brief to lay out the customer hypothesis, desired customer experience, creative needs, test design, core KPIs, etc. Draw on other Pod members to inform parts of the test brief (e.g., test design)
• Design and launch test: work with Pod members (and relevant extended stakeholders) to bring test to life and launch it- this includes working with creative (e.g., through a creative brief), setting up tests in managed tools (e.g., build audiences), identifying any tech needs, working with any third party vendors to support development and QA
• Own all channel testing and results; work with Measurement Lead to understand the results of a test; identify learnings and next steps in conjunction with Strategy Lead
• Lead Digital Media strategy and planning of key Macy's media campaigns that are personalized to shoppers
• Partner with Communications Planning and Account Executive teams to plan seasonal campaign framework.
• Collaborate with the media agency and media vendors to create and execute tactical media recommendations.
• Communicate campaign media plans to internal stakeholders - strategy, tactical plan, creative examples, performance insights, etc. - in order to facilitate seamless execution.
• Drive Macy's total media goals by ensuring campaign media spend is efficient and effective in driving KPI performance goals - e.g. ROI, ROAS, CPC, CPM, etc.
• Partner with media agency partners to provide actionable analysis of digital buys in order to optimize future campaigns based on those learnings.
• Maintain a schedule of digital campaigns and ensure that the media agency is on time and on budget.
• Work with the media agency on post-event analysis/insights and present to internal stakeholders.
• Manage job entry into Macy's Advertising System (MAS) to maintain critical budget and production tracking.

Qualifications:
Education/Experience:
• BA Required
• 5+ years of digital media marketing experience working with significant media budgets is required.
• Must have media planning experience (agency preferred) - programmatic display experience preferred
• Must demonstrate competency across awareness, traffic and performance media and how the three complement each other.
• Proven track record of conceptualizing programs, selling-in internally, and executing.
• Experience working with the retail industry or a multi-unit company with a field organization is helpful (e.g. retail, automotive, fast food, entertainment, etc.).
• Experience interacting with vendors/contractors, including effective project scoping, managing for results, and financial and operational accountability.
Skills:
• Excellent verbal/written communication skills, including strong presentation experience.
• Strong perspective on the best ways to leverage the channel for impact, but open to new ideas and ways of doing things
• Innovative and influential style to push the team to try new approaches
• Proactive and passionate to make progress
• Ability to work with a wide variety of stakeholders and juggle multiple projects in a fast paced environment.
• Analytical and creative with a quick, passionate and assertive approach.
• Demonstrated ability to understand business goals and develop unique media opportunities that deliver on the business goal.
• Ability to collaborate with cross functional internal teams and external media agencies.
Behaviors:
• Ownership mindset - fully immersed in all things related to the channel; owns results and scaling decisions.
• Willing to learn with a “why not” approach to testing and removing barriers; challenges the status quo.

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