The Director, Media is responsible for all aspects of the outbound media strategy for GNC. Specifically, he or
she is accountable for developing and implementing the Company's multi-channel advertising strategy focused
on media planning, buying, management & analysis for all campaigns relative to the GNC brand, product and promotional marketing objectives for the GNC businesses in the U.S. and Canada.
Reporting to the VP Customer Experience, the ideal candidate will be a demonstrated leader in media strategy,
with a clear understanding of both the client and agency side of the business. He or she will also be a
demonstrated self-starter with the ability to seamlessly manage external agencies and partners.
Essential Duties and Responsibilities
Define all media objectives, strategies, targets, buying rationale, budgets and metrics in conjunction with corporate marketing objectives. Complete oversight of the outbound media budget ($40-$45 million in 2018)
Direct and manage both online and offline agency partners
Ensure full integration and collaboration between traditional & digital media plan development thru implementation. Includes (but not limited to): TV, Digital Display, Non-Branded Search, Radio, OOH, Print, Paid Social (in partnership w/Social team), Mobile, etc.
Lead status calls with outside agency partners on a weekly basis
Maintain budgets across both agencies
Inform and guide agencies based on MMM results and redirect campaigns as needed
Manage Marketing Mix Modeling partner to ensure media plans are effectively optimized for defined business objectives/ ROI goals
Review HRG and Dumont historical work, and determine what additional analysis is necessary.
Develop and recommend sales attribution models to assist in budget allocation recommendation.
Ensure alignment between agency partners and between agency and GNC corporate objectives; effectively communicate any re-direction in a timely manner, and present deliverable to key stakeholders.
Effectively assess agency media buys against established buy specifications, objectives and ensure they meet budget, targets and defined KPIs.
Collaborate and partner with Events/Sponsorship team
Assess value and assist negotiations in regards to media placements surrounding event/sponsorship
Ensure any/all media executions are measurable and meeting corp objectives
Define and implement incremental outbound opportunities and data captures to maximize event partnerships (ie. Bonnaroo w/contest, etc)
Work with cross functional teams (CRM, Social, Analytics, Campaign Planning, Marketing Operations, EComm, Accounting/Billing)
Communicate all media buys, objectives and metrics
Assist in defining test markets, approaches and media's role in these tests
Align on social content strategy spend as it fits into the overall media budget
Partner with Campaign Planning to ensure all tactical information is relayed internally to the teams (includes all documentation like specs, close date calendars, flowcharts, decks, etc)
Act as main point of contact for any creative assets being developed by outside media partners through integrated partnerships (ie, ESPN, Time, Inc., etc)
Develop and maintain all media budgets, relevant billing and budget reports work closely with Marketing Budget Specialist on monthly forecast, close
Manage all marketing and merchandising Press Releases via external agency to ensure vetted thru proper channels within GNC and scheduled w/o conflict
Assist in Talent Management/Usage Rights as needed pending resources
Collaborate on key corporate initiatives teams (Omnichannel, Marketing Communications)
Communicate advertising plans and process to external teams as needed (Franchise, Military, etc)
Responsible for media/advertising/filming strategy assistance with outside departments or programs and direct to agencies as needed
Local Store Marketing
Third Party requests
Report on media trends, consumer media consumption and usage and apply data to assist campaign and media planning
Provide competitive ad spending reports for key brands within merchant categories, retailers and key competitors on a quarterly basis
Provide tracking reports of key third party vendor media buys per request
Proactively seek opportunities to benefit GNC's marketing efforts and testing initiatives
15+ years of Marketing experience with a focus on Media
Bachelor's Degree in Business, Marketing, Communications, PR, or related field
Thrive in a fast-changing, collaborative environment where people are driven, enthusiastic, and not afraid to take risks.
Strong strategic thinker and ability to formulate business strategy.
Demonstrated passion for developing and executing Media strategies.
Strong consumer insight and commitment to exceptional customer service.
Ability to emotionally connect with customers verbally and in writing.
Outstanding attention to detail.
Extremely savvy and knowledgeable of media trends, innovations, and technology.
Excellent interpersonal skills and the ability to build effective internal and external relationships and influence change
Very strong ability to take initiative and drive projects/strategies as a self-starter