Awareness Media Strategy Leader

AutoNation; Fort Lauderdale (FL); On-site; USD 120,000 - 180,000; Full time

Benefits offered by this job

Health insurance

401k matching

Maternity benefits

Associate discounts

Job summary

AutoNation is seeking a Senior Manager, Awareness Media to lead upper- and mid-funnel media strategy across our nationwide brand portfolio. You will own enterprise plans, channel mix, and investment priorities, driving awareness, consideration, and long-term growth across dealership networks.

You will collaborate with Brand and Creative teams to align messaging and testing roadmaps, guiding MMM/MTA studies and learning agendas that translate into actionable optimizations and measurable impact.

Qualifications

• Bachelor's degree in Marketing, Advertising, Communications, Business or related field.
• 8+ years of experience in media strategy, integrated media planning, advertising, or marketing; agency experience strongly preferred.
• Experience developing and managing upper- and mid-funnel media strategies across 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.

Responsibilities

• 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.
• Develop strategies that increase brand awareness, consideration, and future purchase intent.
• Build media approaches that support national, regional, and local 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 to improve media effectiveness.
• Ensure upper-funnel strategies support downstream demand generation and business outcomes.
• 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.
• 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.

Skills

Media strategy

Budget management

Data analysis

Cross-functional collaboration

Presentation skills

Agency leadership

Education

Bachelor's degree in Marketing, Advertising, Communications, Business

Tools

MMM

Attribution software

CRM tools

Job description

AutoNation is seeking a Senior Manager, Awareness Media to lead upper- and mid-funnel media strategy across our nationwide brand portfolio. You will own enterprise plans, channel mix, and investment priorities, driving awareness, consideration, and long-term growth across dealership networks.

You will collaborate with Brand and Creative teams to align messaging and testing roadmaps, guiding MMM/MTA studies and learning agendas that translate into actionable optimizations and measurable impact.