About the Role

The Manager, Media will serve as a hands-on strategic partner and day-to-day owner of paid media planning, execution, and performance analysis across Tim Hortons' US media program. This role sits at the intersection of agency management, data-driven audience strategy, and campaign analytics. This requires someone who can independently probe agency recommendations, pressure-test channel allocations, and translate performance data into actionable business decisions.

The Media team drives the strategy, execution, and innovation across all paid media touchpoints, including TV, CTV, OLV, Display, Social, Audio & OOH. It is responsible for translating big picture business challenges into media solutions measured by a variety of KPIs including revenue, conversions, leads, and traffic. It also includes proactively working with the field marketing team to ensure alignment across regional and local media. The team consistently connects with vendors, performing research on new ways to expand, and improve media operations.

The Media Manager will oversee the media budget, manage channel allocation, audience strategy and drive consistent reporting and performance measurement.

RBI follows a 5 day, in-office work schedule to support collaboration. Successful candidates will be expected to work onsite 5 days per week

What You'll Own:
Agency Management & Media Planning

• Serve as a key contact for our media agency (PHD), reviewing and challenging recommendations across all channels including OTT, OLV, Social, Audio, Search, and OOH
• Evaluate media plans with a critical eye - identifying gaps in rationale, frequency saturation risks, or budget allocation inefficiencies before they become problems
• Manage budget pacing and allocation across multiple concurrent campaigns, including mid-flight reallocations and holdbacks
• Conduct year-over-year budget analysis with proper contextualization (campaign timing shifts, market changes, mid-flight pulls) to accurately assess spend trends
• Lead campaign briefings, flighting discussions, and plan reviews with agency partners, ensuring alignment on objectives and audience targeting

Performance Analytics & Reporting

• Own campaign wrap analysis while working with agency across all paid channels - going beyond surface metrics (CPM, impressions) to evaluate reach efficiency, frequency curves, and cost-per-outcome against campaign KPIs
• Analyze media effectiveness across geographies and campaigns
• Support a test-and-learn agenda to measure media incrementality and optimize channel mix
• Work with broader Marketing Analytics team, Media team, and media agency to manage and act on results of a Media Mix Model (MMM)
• Deliver recurring reports, such as weekly sales slides and monthly preview decks, to inform leadership on key trends and opportunities

Marketing Tech & First-Party Data Strategy

• Manage first-party audience strategy in collaboration with the agency, including activation of Core guest retention segments, 1P lookalike expansion for new audience acquisition, behavioral trigger-based targeting, and measurement feedback loops
• Lead Marketing Tech Stack oversight from the Tim Hortons US side, working closely with TH Canada and Agency
• Monitor measurement gap with key platforms such as Singular

Channel Strategy & Investment Rationale

• Lead channel mix recommendations using actual performance data
• Challenge recommendations that don't align with the brand's strategic direction (shifting from frequency-first/Core-retention to reach-oriented/CSC acquisition)
• Manage geographic media strategy across established and new markets, including DMA-level budget allocation and market-specific performance benchmarks

What We're Looking For:
Experience

• 5+ years of experience in total of media planning experience
• Demonstrated experience independently reviewing and challenging agency media plans, not just executing against them
• Hands-on experience with first-party audience strategy - understanding of lookalike modeling, audience segmentation, and how 1P data integrates into paid media activation
• Strong analytical skills: comfortable working from raw campaign data to identify performance trends, efficiency gaps, and budget optimization opportunities
• Experience managing multi-million dollar media budgets across concurrent campaigns with competing priorities
• Strong cross functional collaboration to manage numerous stakeholders including finance, analytics & agency

#TimHortons

Benefits at all of our global offices are focused on physical, mental and financial wellness. We offer unique and progressive benefits, including a comprehensive global paid parental leave program that supports employees as they expand their families, free telemedicine and mental wellness support.