Sr Specialist, Awareness Media

Position Summary

The Sr. Specialist, Awareness Media will support the development, execution, and optimization of upper- and mid-funnel media strategies designed to drive brand awareness, consideration, demand generation, and long-term business growth across AutoNation's portfolio of brands and dealership locations.

Key Responsibilities

• Support the development of upper- and mid-funnel media strategies across AutoNation brands and business lines.
• Assist in the creation of annual, quarterly, and campaign-level media plans aligned to business objectives.
• Analyze media plans, budget allocations, and investment recommendations to ensure strategic alignment and efficiency.
• Support forecasting, budget tracking, and investment reporting across awareness channels.
• Identify opportunities to improve reach, efficiency, and overall media effectiveness.
• 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.
• Monitor campaign performance and analyze results against established KPIs and success metrics.
• Partner with Analytics teams to support MMM, MTA, lift studies, brand studies, and incrementality testing initiatives.
• Aid in developing testing plans and documenting key learnings across channels, audiences, and markets.
• Translate performance insights into actionable recommendations and optimization opportunities.
• Partner with agencies and media vendors to support planning, execution, and optimization efforts.
• Review agency recommendations and performance reporting to ensure alignment with business objectives.
• Support evaluation of new media opportunities, vendor partnerships, sponsorships, and emerging platforms.
• Aid in maintaining strong relationships with internal and external stakeholders.

Qualifications

• Bachelor's degree in Marketing, Advertising, Communications, Business, or a related field.
• 4+ years of experience in media strategy, integrated media planning, advertising, or marketing; agency experience strongly preferred.
• Experience supporting upper- and mid-funnel media strategies across channels such as Linear TV, CTV, Streaming Audio, OOH, Terrestrial Radio, and YouTube.
• Strong understanding of media planning principles, consumer behavior, audience targeting, and full-funnel marketing concepts.
• Experience analyzing campaign performance and developing data-driven recommendations.
• Familiarity with measurement frameworks, testing methodologies, brand lift studies, attribution, MMM, and/or incrementality testing.
• Strong analytical, organizational, and project management skills.
• Excellent communication and presentation skills with the ability to clearly communicate insights and recommendations.
• Experience working cross-functionally with Brand, Creative, Analytics, Agency, and Media teams.
• Automotive, retail, franchise, or multi-location marketing experience preferred.

Benefits and Perks

• Competitive compensation and 401k matching.
• Enjoy a healthy work-life balance with insurance plans (health, dental, vision) and maternity benefits.
• Associate purchase and discount programs for new and pre-owned vehicles, services, parts, collision, accessories, and AutoGear.
• Access amazing deals and discounts through YouDecide, a website with offers from top providers and retailers.
• Join our DRVPNK mission to raise and donate millions of dollars to cancer research and treatment, partnering with cancer charities nationwide.
• AutoNation is committed to creating a diverse, equitable, and inclusive environment in our workplace and the services we provide.