Sr. Manager, Awareness Media

Key Responsibilities

• Lead enterprise upper- and mid-funnel media strategy across AutoNation brands and business lines.
• Develop annual, quarterly, and campaign-level media plans aligned to business objectives.
• Recommend channel mix, budget allocation, investment priorities, and media frameworks.
• Evaluate media performance and investment effectiveness to optimize business outcomes.
• Identify opportunities to improve reach, efficiency, incrementality, and return on media investment.
• Manage forecasting, budget stewardship, and investment recommendations across awareness channels.

Brand & Demand Generation Strategy

• Develop strategies that increase brand awareness, consideration, and future purchase intent.
• Build media approaches that support national, regional, and local business objectives while maintaining a cohesive consumer experience.
• Partner with Brand and Creative teams to align media strategy with messaging, creative development, and campaign objectives.
• Evaluate consumer insights, market dynamics, and competitive activity to identify growth opportunities.
• Lead creative testing, market testing, and learning agendas designed to improve media effectiveness.
• Ensure upper-funnel strategies support downstream demand generation and business outcomes.

Measurement & Optimization

• Establish KPIs and success metrics for awareness and consideration campaigns.
• Partner with Analytics teams on MMM, MTA, lift studies, brand studies, and incrementality testing.
• Develop testing roadmaps and learning agendas across channels and audiences.
• Translate insights into actionable optimization recommendations.

Agency & Partner Leadership

• Serve as strategic lead for agency and media partner relationships.
• Evaluate media opportunities, vendor partnerships, sponsorships, and emerging platforms.
• Ensure planning recommendations align with business goals and financial objectives.