Sr. Manager, Awareness Media
AutoNation · Fort Lauderdale
The Sr. Manager, Awareness Media will lead the development and execution 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.This role is responsible for enterprise media planning, audience strategy, channel investment recommendations, measurement frameworks, testing roadmaps, and agency leadership across awareness-focused media channels including but not limited too: Linear TV, CTV/OTT, Terrestrial Radio, Streaming Audio, OOH, YouTube, and emerging channels/tactics.
The ideal candidate combines deep media expertise with strong strategic thinking and a data-driven mindset, leveraging consumer insights, market intelligence, and performance data to optimize media effectiveness and business impact.
Key Responsibilities
Strategic Planning & Investment Management
- 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.
Qualifications
- Bachelor's degree in Marketing, Advertising, Communications, Business, or a related field.
- 8+ years of experience in media strategy, integrated media planning, advertising, or marketing; agency experience strongly preferred. Client-side experience a plus.
- Experience developing and managing 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, audience strategy, consumer behavior, brand-building principles, and full-funnel marketing frameworks.
- Proven ability to manage large media investments and develop data-driven investment recommendations across multiple brands, markets, or business units.
- Experience evaluating media effectiveness through measurement frameworks, testing strategies, brand lift studies, incrementality testing, MMM, and/or attribution methodologies.
- Strong analytical and strategic thinking skills with the ability to translate data and insights into actionable business recommendations.
- Excellent communication and presentation skills, including experience presenting recommendations and performance insights to senior leadership.
- Strong cross-functional collaboration skills with experience partnering across Creative, Brand, Analytics, CRM, Product, and Agency teams.
- Automotive, retail, franchise, or multi-location marketing experience preferred.
Exciting Benefits and Perks Await You:
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 one of the largest automotive retailers in the United States, offering innovative products, exceptional services, and comprehensive solutions, empowering our customers to make the best decisions for their needs. With a network of dealerships nationwide strengthened by a recognized brand, we offer a wide variety of new and used vehicles, customer financing, parts, and provide expert maintenance and repair services. Through DRV PNK, we have raised over $40 million for cancer-related causes, demonstrating our commitment to making a positive difference in the lives of our Associates, Customers, and the communities we serve.
AutoNation is committed to creating a diverse, equitable, and inclusive environment in our workplace and the services we provide. We welcome candidates from all backgrounds who are passionate about making a positive impact. Even if you do not meet every requirement, we encourage you to apply. Join our team and help us foster a culture of belonging while contributing to our revolutionary work in the automotive industry. We value innovation, teamwork, and a commitment to making a positive impact in the world.