Position: Department: Reports To: Job Description

Position: Media Manager
Department: Marketing
Reports To: Director of Marketing
Job Description:
• Direct the strategy and day-to-day execution of all working paid media (traditional
video, OOH, social, digital, local media, etc.) and non-working media fees for
brewery funded and local wholesaler (co-op, expansion) funded plans.
Key Cross Functional Partners/External Partners include but not limited to

o Director of Marketing
o Social Media Coordinator
o Communications Manager
o Director of Sales Strategy
o Regional Sales Directors/Zone Managers
o Field Sales/Field Marketing
o Business Development
o Yuengling Agencies: Media, Social, Creative
o Wholesaler Brand Managers and Principals
Essential Functions/Role Responsibilities:

• Direct ongoing media strategy and ensure its alignment with business strategy.
• Develop and execute annual brand media plans to generate exposure, build
brand affinity, drive purchase decisions and recruit new drinker groups.
• Create, manage and track the working and non-working media budget, tracking
financial performance of each spend subcategory and defining budgetary impact
including actuals to budget and savings/overages, while regularly measuring ROI
to evaluate media spends.
• Assess current and future business needs, remain up-to-date with the marketing
and media environments through relationships with agencies and market experts.
• Identify continuous improvements and maintain an understanding of latest buying
techniques, tools, best practices, trends, relevant media regulations (beer
industry, etc.), and market competitive information.
• Act as a liaison between Yuengling, our external agencies and key wholesaler
partners.
o Work with Director of Marketing/Marketing team to ensure delivery of
brand content and any added value content is aligned with brand
standards.
o Lead digital/social advertising planning and stewardship in close
collaboration with the Yuengling social media coordinator and social
media agency.
o Collaboratively plan with, interact and provide status to key stakeholder
groups (DGY sales, wholesaler partners, etc.).
o Present media plans to key internal and external stakeholders
o Provide budget reports to key stakeholder groups (DGY sales, wholesaler
partners, etc.).
o Ensure compliance and appropriate audit trails in media buying processes
for internal tracking and performance management purposes.
• Support field sales in the negotiation of local sponsorship opportunities. Assess
Yuengling current/future sponsorship value and develop sponsorship strategy
and best practices.
Performance Monitoring/Assessment/Adjustment
• Lead ongoing analysis of spend (ROI, SOV, etc.) and industry dynamics to
optimize media spend (working and non-working).
• Assess Yuengling media plan gaps/opportunities with category competitors and
provide recommendations on how to address.
• Analyze/monitor media campaign delivery and work to optimize media mix based
on performance and cost.
• Oversee existing brand health tracker, making plan recommendations based on
insights.
• Develop marketing mix modeling capabilities, and additional KPIs and tools to
measure effectiveness.
• Assess media cost relative to competitive benchmarks.
Key Skills/Competencies
Business Acumen
• A strong media foundation in either a consumer packaged goods or business to
consumer brands is required.
• Must have a thorough knowledge and understanding of both national/network
and spot/local media strategies and tactics, including television, interactive, OLV,
social, OOH, radio, and print planning & buying.
• Experience working with media vendors/agencies (e.g. advertising agencies, PR
agencies, bloggers, digital advertising agencies).
• Experience in developing and refining advertising performance dashboards.
• Functional marketing knowledge in brand building tactics including traditional,
social, PR, sponsorship, influencers, event activation, retail marketing
amplification, and digital across all media types (paid, non-working, owned &
shared media).
• Strong financial acumen to manage budgets and track expenses.
• Experience with Google Analytics, Facebook, Twitter, Instagram, Googleadwords
• Proficiency in MS Excel, MS PowerPoint, and ability to learn new systems (social
tools).
Leadership Behaviors
• Passion to win and compete as an under-dog against larger, global competitors.
• Strategic thinker with strong analytical skills.
• Excels in working effectively in a fast-paced, ever-changing environment.
• Sets goals, determines priorities, plan, organize, and follow through on assigned
responsibilities.
• Superior project management skills and ability to drive projects to completion
in a timely manner.
• Proven ability to multi-task with little direct supervision, ability to work
independently as well as collaboratively as a member of a team.
• Team player with a positive attitude; collegial – good at supporting teams.
• Builds relationships based on credibility & trust.
• Provides expertise, collaborating with internal and external stakeholders and
influence toward a common objective to drive business value.
• Ability to manage multiple stakeholders (internal/external) and develop strong
partnerships with agency partners that support various marketing needs.
• Strong oral and written communication skills and presentation capabilities.
Education and Work Experience Required:

• Bachelor’s degree, preferred in marketing, communications or business.
• 5-7 years’ experience in media planning or buying in an agency or brand
marketer environment, including significant experience working on social/digital
media strategies, OLV, social video, programmatic.
• Experience managing significant annual media budgets.
Travel as needed
• Up to 20% of time to meet with key wholesaler brand management teams,
agency partners, key events, and business opportunities.
Interest applicants should send their resume and salary requirements to

[email protected]

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Position: Media Manager

Key Cross Functional Partners/External Partners include but not limited to

Essential Functions/Role Responsibilities:

Education and Work Experience Required:

Interest applicants should send their resume and salary requirements to

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