Senior Media & Analytics Manager

At Avocados From Mexico®, we nurture hearts to live life deliciously. The Senior Media & Analytics Manager is an exciting and critical role on the Marketing team. This role will be responsible for growing the AFM brand and increasing the demand of Mexican avocados through the planning and implementation of effective media strategies and plans. The Senior Media & Analytics Manager is responsible for using their knowledge of media platforms, media trends and marketing strategies to provide media measurement, recommendations and effective programs to the marketing team. Their duties include the strategic planning, development, implementation, management, tracking, optimization and reporting of AFM’s Media programs across offline and online channels.
The Senior Media & Analytics Manager will manage two direct reports, a Media Manager and an Associate Data & Analytics Manager, and will be responsible for coaching and growing talent while exhibiting an ‘All For One’ mentality to support the Marketing team’s success.
Main Responsibilities

• Lead media data analytics strategy, including developing hypotheses and providing strategic thinking along with actionable insights/recommendations for multiple cross-functional teams, agencies, and senior leadership.
• Responsible for planning traditional and digital media channels to develop holistic communication strategies that fulfill marketing goals and KPIs.
• Provide strategic guidance on company’s growth opportunities.
• Utilizes syndicated research and media tools in development of plans, analyzing data and deriving actionable insights.
• Collaborates across the team with Senior Brand and Senior Digital Managers, along with AFM Shopper and Food Service departments, to optimize campaigns and media dollars allocation, while formulating best in class reporting.
• Lead the media agencies through the media strategy and planning processes, while managing the day to day ways of working, including successful trafficking, optimization and delivery of consumer audiences for all media campaigns.
• Manage Media audience segments, third-party data providers, and DMP capabilities as they relate to campaign goals.
• Orchestrates the execution of omnichannel media programs/campaigns across all online & offline channels and platforms, including but not limited to TV/CTV, radio/streaming audio, websites, social media platforms, CRM, paid media, SEO, mobile, etc.
• Project manages all media schedules, budgets, assets, and marketing project details to ensure teams are working towards successful execution.
• Develop comprehensive performance analysis benchmarks, case studies and presentations with regards to marketing campaigns and data audiences.
• Manages several projects simultaneously and collaborates between departments to successfully launch and maintain media campaigns and programs.
• Interprets and presents results/analysis/POV obtained from media campaigns and works with internal teams and agency partners to continuously optimize our efforts.
• Assess and challenge performance limits across various channels, internally and externally managed.
• Guides partnerships strategically, enhancing media plan integration across channels, incorporating insights, and targeting broader business goals.
• Establishes credibility, deepens relationships, and builds media reputation for outstanding work.
• Strives to become an expert of the business, owning business results as if they were their own.
• Manages the Media budget including development of POs, managing estimates, tracking of ongoing expenses, budget versus actual updates, and reconciliation with multiple agency partners.
• Stays up to date on current and emerging media trends, best practices, and technologies, seeking ways to improve media processes and deliverables, providing recommendations for adoption.
• Constructs presentations, with a clear and concise narrative. Organizes materials/decks for meetings with top management and prepares and distributes minutes and reports.
• Additional responsibilities as needed.

Skills/Qualifications

• Proven project management experience; adept at handling complex, large-scale, and time-sensitive projects in a fast-paced, agile work environment.
• Experience with syndicated research tools, e.g., Nielsen, MRI and able to analyze data with a strong financial acumen.
• Comprehensive understanding of core digital marketing channels (Paid Search, Paid Social, Programmatic, Branded Media, Streaming) and experience in executing multi-channel marketing campaigns through collaboration with cross-functional teams and external agencies.
• Deep understanding of marketing challenges and category nuances.
• Digital-forward, consumer-focused, driven to innovate, highly organized, detail-oriented, and capable of managing multiple projects with a sense of urgency while adhering to strict deadlines.
• Resourceful, quick, and continuous learner; exhibits curiosity and an interest in self-improvement.
• Proven track record of media thought leadership, bringing strategic thinking forward with a clear POV that reflects media trends and an understanding of current and emerging media technologies.
• A positive partnering and team-building mindset with goal setting, accountability, and delivery.
• Strong verbal and written communication skills. Bilingual (Spanish) preferred but not required.
• A creative thinker who inspires the team to bring new ideas and consider new approaches to the media process. Must be a champion of creative/forward thinking.
• Must be able to travel up to 20%.

Education/ Experience Requirements

• Bachelor’s degree required.
• 7-10 years of Media planning/buying experience required, preferably in Marketing environments.
• Expert knowledge of digital and traditional media channels, tactics, performance, and rates.
• Knowledge of Audience targeting (behavioral, retargeting), data management platforms (Ex. Liveramp/Converge).
• Prior experience managing teams and developing/coaching direct reports.