Sr Specialist, Awareness Media
AutoNation · Fort Lauderdale
Position SummaryThe 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.
This role will partner closely with the Sr. Manager, Awareness Media to support enterprise media planning, channel investment recommendations, performance analysis, testing initiatives, and agency management across awareness-focused media channels including but not limited to: Linear TV, CTV/OTT, Terrestrial Radio, Streaming Audio, OOH, YouTube, and emerging channels and tactics.
The ideal candidate combines strong media planning experience, analytical thinking, and a passion for consumer behavior and brand-building. This individual will help translate business objectives into actionable media strategies while identifying opportunities to improve media effectiveness and business outcomes.
Key Responsibilities
Media Planning & Investment Support
- 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.
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
- 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.
- Assist in developing testing plans and documenting key learnings across channels, audiences, and markets.
- Translate performance insights into actionable recommendations and optimization opportunities.
Agency & Partner Management
- 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.
- Assist 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.
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.