Manager, Media Strategy, Outdoor
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Job Description
Manager overseeing local dealer advertising strategies for renowned brands like Cub Cadet and DEWALT at Stanley Black & Decker. Focus on project management, collaboration, and optimizing advertising impact.
Responsibilities:
- Leading and managing the strategies and tactics associated with local dealer advertising primarily for Cub Cadet®, DEWALT®, and Hustler dealers in the US.
- Local advertising is designed to create awareness and drive demand for outdoor power equipment year-round at dealerships and online in markets of varying sizes.
- Project management includes the management of Local Dealer Advertising account supporting Independent Retail (dealer) business focused on program strategy, management, and communications.
- Lead all Local Dealer Advertising programs(s) primarily for Cub Cadet, Cub PRO, DEWALT (commercial gas mowers and electric tools/outdoor power equipment) and Hustler including integration of local digital advertising, local broadcast/Cable/OTT.
- Identify areas of opportunity to achieve efficiencies in local dealer advertising program planning and execution.
- Collaborate with brand agencies and internal team to ensure media plans (traditional and digital) align with brand strategy and national media plans.
- Develop a deep understanding of specific dealer needs in the digital space and work with brand agencies to optimize digital strategies across all channels.
- Monitor advertising campaigns and develop meaningful analytics for program.
- Effectively communicate results and provide strategic direction during and post campaigns.
- Analysis of return on advertising investment (ROAS).
- Assist in managing premade ad creative for dealer use with agency partner(s) for spring, snow, promotional, new product launch advertising.
- Execute detailed billing of advertising funds to individual dealer accounts, tracking all advertising monthly billing, and fiscal year budget tracking.
- Monitor and verify advertising fund and media billing from agency/agencies, review billing of advertising managed by Cub Cadet, DEWALT and Hustler to each dealer, monitor all media billing changes from agency/agencies, facilitate annual agency/agencies audit; extend to other brands as needed.
- Lead agency relationship including managing contractual documents, primary day to day contact for agency inquiries on dealer ad inquiries, and monitor and manage metrics (reporting measures).
- Collaborate with sales team(s) on program planning, participate in variety of sales meetings (regional and business planning meetings, sales webinars, annual National Sales Meeting, annual Dealer Convention).
- Share programs and learnings with other global dealer business channels within the organization.
Requirements:
- Bachelor’s degree in marketing or communications
- 3-5 years minimum experience in marketing, advertising, paid media planning (including digital and traditional tactics)
- Well-organized, detail-oriented thinker that possesses the ability to manage multiple projects simultaneously
- Customer focused and service minded, with a desire to work in cross-functional teams.
- Self-starter capable of working independently
- Excellent verbal and written communication skills
- Extremely proficient in excel and PowerPoint
- General understanding of media purchasing, billing, verification a plus
- Marketing experience in dealer retail business, franchise business experience a plus
- Experience managing co-op media is also a plus
Benefits:
- Medical, dental, life, vision, disability, 401(k), Employee Stock Purchase Plan, paid time off, and tuition reimbursement in addition to programs & benefits in support of your well-being.
- Discounts on Stanley Black & Decker tools and other partner programs.
- Career paths aren’t linear here. Being part of our global company with 60+ brands gives you the chance to grow and develop your skills along multiple career paths.
- Have access to a wealth of learning resources, including our digital learning portal.
- Experience an awesome place to work, where we have mutual respect and a great appreciation for a wide range of perspectives and experiences.
- Help us continue to make positive changes locally and globally through volunteerism, giving back, and sustainable business practices.
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