Retail Paid Media Strategist

Department: Digital Marketing, D2C • Reports to: Manager, Digital Marketing • Location: Remote • FLSA Status: Exempt

About the role

The Retail Paid Media Strategist will lead media strategy focused on driving retail store traffic, sales, and brand awareness across a growing store footprint. This role is responsible for building and executing performance-driven media plans that connect digital and traditional channels to the in-store experience, creating a stronger omnichannel journey for the customer. The ideal candidate brings a strong understanding of performance media, retail marketing, measurement, and cross-functional collaboration. They should be comfortable balancing strategy and execution, managing budgets, evaluating results, and translating performance into clear updates and recommendations for leadership.

Responsibilities

• Lead paid media strategy focused on driving retail store visits, sales, and product awareness across a growing store footprint
• Develop and manage omnichannel media plans that connect digital and traditional media efforts to the in-store customer experience
• Own retail media activation across key channels including paid social, paid search, and other store-driving tactics such as local awareness, map-based, video, audio, and traditional media where applicable
• Build strategies that support both national brand objectives and local store-level business needs
• Partner with agency teams and media vendors to plan, execute, optimize, and report on campaigns that support retail goals
• Manage media budgets, forecasts, pacing, and investment strategies across campaigns, markets, and store priorities
• Identify opportunities to improve efficiency and effectiveness through testing, audience strategy, creative learnings, and channel mix
• Help shape localized and store-specific media approaches that reflect market needs, product priorities, and key business moments
• Support retail-focused commerce tactics such as Local Inventory Ads (LIAs), location-based shopping experiences, and Facebook/Instagram local commerce opportunities that help connect nearby customers to store inventory and product availability
• Monitor performance and translate media results into actionable insights and recommendations for both working teams and leadership
• Build clear reporting frameworks around store traffic, sales impact, awareness, and media performance, while helping evolve measurement over time
• Develop and present retail media strategies and recommendations to senior leadership
• Stay current on retail media trends, local media opportunities, digital innovation, and evolving best practices that can improve store performance

Requirements

• Bachelor’s degree in Marketing, Advertising, Business, or related field; equivalent experience may be considered in lieu of degree
• 5+ years of experience in paid media, performance marketing, or omnichannel media strategy, with a strong focus on driving measurable business outcomes
• Experience building media strategies that support retail stores, physical locations, or omnichannel customer journeys
• Strong working knowledge of paid social and paid search, with experience managing or influencing broader media mixes
• Experience with drive-to-retail tactics including local market planning, store traffic campaigns, awareness campaigns, and conversion-focused media
• Familiarity with retail media tools and tactics such as Local Inventory Ads (LIAs), store traffic campaigns, location extensions, and social commerce or local shopping experiences
• Strong understanding of budget management, forecasting, pacing, and performance optimization
• Experience working with agencies, external vendors, and cross-functional internal stakeholders
• Ability to analyze performance data and turn findings into clear, strategic recommendations
• Strong communication skills with the ability to present results, opportunities, and recommendations to leadership
• Experience partnering with creative teams to improve performance and align messaging to channel and audience needs
• Strong organizational skills and comfort managing multiple campaigns, priorities, and timelines at once

Preferred Qualifications

• Experience in retail, omnichannel, or consumer brand marketing
• Familiarity with traditional media channels that support local store performance, such as audio, video, direct mail, out-of-home, or local partnerships
• Experience with store traffic measurement, lift analysis, matched market testing, or other retail attribution approaches

Working Conditions

Remote position with no regular requirement to be on-site. Travel on-site is limited to special events. Hybrid office environment with extended periods of computer use and collaboration across teams and partners.