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The Coca-Cola Company · 1 day ago

Senior Manager, Local Media

Atlanta, GA

Full-time

Hybrid

Senior Level, Lead/Staff

$140K/yr - $158K/yr

8+ years exp

The Coca-Cola Company is seeking a Senior Manager, Local Media to implement high-impact media strategies across North America. This role focuses on utilizing data to tailor local market plans that enhance brand relevance and drive effective media execution across various channels.

Consumer GoodsFast-Moving Consumer GoodsFood and BeverageManufacturing

Comp. & Benefits

No H1B

U.S. Citizen Only

Responsibilities

Translate national media strategy into market‑specific connection plans across priority DMAs/store clusters, de‑averaging national assumptions to reflect local consumer, competitive, and retail realities

Build integrated omni‑channel local plans across paid (TV/CTV, audio, OOH, programmatic, social, search), earned (PR, influencers, organic social), owned (web/app, CRM/loyalty), and shared (retail partnerships, shopper touchpoints)

Balance upper‑funnel brand equity goals with lower‑funnel commerce and conversion tactics, ensuring platform‑specific creative and flighting

Develop local budget allocations and channel mix recommendations based on opportunity sizing, historical performance, and local market signals

Lead day‑to‑day activation with agency partners: trafficking, pacing, quality control, brand safety, and compliance

Monitor in‑flight performance and reallocate spend to maximize ROI and impact; surface optimization recommendations and implications for future cycles

Leverage 1st/2nd/3rd‑party data and unified data platforms to refine local audience strategies (e.g., geo‑segmentation, propensity scoring, look‑alike modeling)

Identify high‑value local cohorts, media consumption patterns, and retailer/shopper contexts to personalize messaging and placements

Craft clear, data‑grounded briefs for agencies, challenging legacy assumptions and piloting new channels/formats for hard‑to‑reach audiences

Set market‑level KPIs and success metrics (e.g., ROAS, incremental sales lift, brand lift, foot traffic), ensuring tracking and tagging are in place

Partner with Marketing Analytics/Insights on MMM, MTA, lift studies, and competitive spend analyses tailored to local activation

Lead post‑mortems: diagnose strategy/creative/execution drivers, codify learnings, and feed a continuous test‑and‑learn loop

Serve as the bridge between media and Brand, IMX, Creative, FLM/Commercial, to embed local media into broader plans

Translate business priorities (e.g., driving trial among a new cohort or supporting a key customer initiative) into actionable audience‑first local media briefs

Maintain tight feedback loops during execution, sharing performance updates and rapidly reflecting business context changes (budgets, promos, inventory) in market plans

Provide clear strategic direction to agency teams; uphold high standards in planning rigor, creativity, and operational excellence at the local level

Evaluate agency performance against benchmarks and recommend resource adjustments where needed

Scout and pilot hyperlocal platforms and partnerships (e.g., CTV geo‑addressable, dynamic DOOH, local creators/influencers, shoppable/social commerce integrations)

Champion AI‑powered tools for local budget allocation, audience expansion, and creative personalization; set hypotheses and measurement plans for each pilot

Scale successful innovations across markets; document learnings from unsuccessful tests to sharpen future efforts

Ensure adherence to brand safety, privacy, and data governance policies; uphold platform guidelines and local creative standards

Contribute to enterprise capability building by sharing best practices, playbooks, and case studies for local media excellence

Identify capability gaps (e.g., retail media, analytics fluency) and drive training plans in partnership with IMX leadership

Promote a culture of curiosity, accountability, and continuous improvement

Qualification

Media StrategyData-Driven InsightsLocal Market ExpertiseOmni-Channel PlanningAgency ManagementAudience TargetingAnalytics IntegrationLeadershipCommunicationProject ManagementCreativityTeamwork

Required

Bachelor's degree in Marketing, Communications, Business, or related field required

8–10+ years of progressive experience in media strategy/planning/buying with significant local or regional market ownership

Proven track record delivering measurable outcomes across omni‑channel local campaigns and partnering with agencies/platforms

Deep knowledge of local media ecosystems: DMA planning, geo‑targeting, addressable TV/CTV, audio, OOH, social, search, programmatic, multicultural media

Skilled in audience strategy and targeting techniques (look‑alike, contextual, 1P data onboarding); understands how channels integrate in a modern local mix

Comfortable interpreting MMM, MTA, brand lift, test‑and‑control, and competitive analyses; adept at turning insights into optimizations

Hands‑on experience with MarTech/AdTech stacks (e.g., CDP/DMP/DSP, clean rooms, identity solutions) to inform local planning and personalization

Strong people leadership and agency management experience; inspires cross‑functional teams and secures alignment

Exceptional collaborator with Brand, Creative, IMX, FLM/Commercial, and Field Marketing; navigates complex dynamics to keep initiatives moving

Clear, compelling communicator who simplifies technical concepts without losing meaning; strong storytelling tying media to business outcomes

Outstanding project management and organization; manages multiple market plans and timelines in a fast‑paced environment

Test‑and‑learn orientation with a bias for action; curiosity about evolving consumer behavior and media tech; discernment to focus on innovations that drive business value