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Position: Manager, Digital Media

Reports to: Senior Director of Consumer Marketing

Location: Hybrid / Headquarters in Washington, D.C.

MilkPEP (www.gonnaneedmilk.com) is looking for a talented digital media expert to join our small yet dynamic consumer marketing team. This role is a perfect fit for someone with several years of digital media experience in an agency or brand role. As MilkPEP works to advance our organizational mission to grow milk consumption, the Manager, Digital Media will play an important role in the day-to-day management of our multi-million digital media investment. This person will work in lock step with our key agency partner and serve as the liaison for all things paid digital including programmatic and social addressable.

In addition to supporting a fast-paced department in an evolving company, this role provides opportunities for leading projects, setting strategy, and gaining exposure to a broad range of marketing activities.

As a Manager, Digital Media, you will do far more than simply manage online advertising. You will partner with the Agency team to ensure paid media projects are successfully planned, accurately executed and optimized against, and performance goals attained, thus contributing to the growth of the Milk Category. You will be proactive and accountable for representing MilkPEP’s best interests in the digital landscape while working closely with the MilkPEP Marketing team and the Agency team. You will work with our integrated agency partner to develop digital strategies and plans across multiple platforms (Programmatic, Paid Social, SEM,

Partnerships & more) reaching consumer audiences for Milk, its Processors and Brands. You will ensure paid media strategies are aligned with overarching marketing goals and deliver against key objectives across all audiences for the company.

Daily responsibilities include but are not limited to:

Media planning and analysis:

• Research, review and provide landscape assessment of current, new, and emerging industry trends, technologies, and platform advancements
• Work closely with agency to recommend, plan and manage a sizable digital media budget for Milk
• Help define and measure relevant paid media KPIs, provide actionable recommendations, and optimize media performance through test & learn and other tactics
• Create and deliver performance reports and recommendations for leadership and stakeholder meetings as needed
• Provide paid media competitive analysis and POV on benchmarking
• Provide recommendations to colleagues on types of ads and number of messages per audience that should be created to align with the recommended media plan, optimizing monthly as needed

Campaign activation, measurement and analysis:

• Connect with campaign owners and Agency to understand campaign goals and objectives, and recommend media tactics to achieve goals
• Work with agency to ensure ads are active in the market on time and plans are optimized to achieve goals.
• Provide recommendations to colleagues on goals, KPIs, CTAs, ads, etc.
• Provide ongoing actionable insights into campaign performance to relevant stakeholders

Cross functional:

• Working cross-departmentally to align digital campaign strategies and goals across the organization
• Partner with Commercial Team on communications and omnichannel plans to align on strategies and targeting
• Work closely with the web operations team at the Agency on Google Analytics tagging, tracking and automated reporting
• Coordinate with the SEO team on PPC strategies to maximize performance to conduct in-depth keyword and website research, ad grouping and audience re-targeting, etc.

Required skill set:

• Bachelor’s Degree in Marketing, Digital, or Communications
• 5-7 years of digital experience, specifically in paid media.
• At least 3 years of agency management or client-side media experience and managing multiple budgets and campaigns across various digital advertising channels including paid search, paid social, display, retargeting, video, etc.
• A deep understanding of digital marketing tactics across channels including Programmatic, Paid Social,

SEO, SEM, and Direct Partnerships

• Inquisitive mindset with the ability to synthesize complex data and determine root cause of ad performance
• Translate into clear and actionable recommendations to colleagues with the goal of improving performance
• Results-driven and accountable, able to dig into performance data and metrics to tell the story on performance trends, and to ensure continuous improvement
• Desire to further evolve paid media so we’re capitalizing on new opportunities, experimenting appropriately with new technologies and pushing the boundaries where possible.
• Deadline-driven with superior project management skills to deliver on-time and accurate deployment of campaigns
• Detail oriented, highly organized, with a keen eye for consistency
• Strong team player with solid interpersonal skills
• Advanced proficiency in Microsoft Office Suite, Adobe, Google Analytics and other key software platforms
• Ability to travel up to 30% of time

Ideal candidate is also…

• Quick learner
• Team player
• Capable of being highly effective in managing multiple priorities in a fast-paced environment
• Detail-oriented, positive mindset, adaptable to changes
• Strong work ethic
• Organized
• Self-motivated, proactive and takes initiative

About MilkPEP: The Milk Processor Education Program (“MilkPEP”), based in Washington, D.C. and funded by the nation’s Milk companies, is dedicated to identifying meaningful consumer and shopper insights regarding the benefits of fluid milk and amplifying them to consumers through creative marketing and educational

initiatives with the goal of increasing consumption of fluid Milk. MilkPEP activities are led by a 20-member board and monitored by the U.S. Department of Agriculture’s (USDA) Agricultural Marketing Service.
MilkPEP’s robust campaign efforts aim to increase awareness of Milk’s nutritional benefits and safeguard
Milk’s reputation against competitive claims and anti-Milk messages that impact Consumers’ purchasing decisions. You may know them for their iconic “Got Milk?” campaign or more recent groundbreaking programs:

• You’re Gonna Need Milk for That! a long-term, multi-million-dollar, omni-channel program that leverages milk’s well known nutritional benefits in new, modern ways to inspire modern families and their children to choose milk more often for hydration, muscle building, wellness and more.
• 26.2: A new and innovative platform that does not sponsor marathons but invests in every woman runner with an integrated sponsorship linked to getting ready, racing and recovery from the epic performance of running a race. For every woman that joins and is sponsored on TeamMilk, MilkPEP donates to Girls on the Run, to support the next generation of runners.
• Performance Drink of Gamers: leveraging the popularity of gaming among GenZ, MilkPEP has recently partnered with Amazon to sponsor and activate at TwitcCon2022 with an immersive, reaction time competition where the fastest gamer walked away with a one-of-a-kind trophy, gaming prizes, and much more.
• MilkPEP offers turnkey tools and resources that Milk Processors and brands can put into action to engage consumers across its programs and help drive sales. MilkPEP is in a transformational part of its journey, where the right team player can make an impact in shaping the future trajectory of the program and help grow the $25 billion fluid milk category.

Job Type: Full-time

Benefits:

• 401(k)
• Dental insurance
• Flexible schedule
• Health insurance
• Paid time off
• Professional development assistance
• Tuition reimbursement

Schedule:

• Monday to Friday

Experience:

• Marketing: 5 years (Required)

Work Location: Hybrid remote in Washington, DC 20005

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