Overview

The Principal Program Leader serves a critical function on the Marketing Investment Team, leading the development of National and Market level paid media strategy. Throughout the year, the Leader is also responsible for ongoing optimization of overall annual investment to ensure maximum efficiency and effectiveness which helps drive a significant portion of our inside sales. Working cross functionally, the Program Leader ensures our efforts are aligned with and complement other enterprise work.  The Program Leader works closely with our ad agency to ensure our strategies are implemented and our investments optimized on a continuous basis.

 

The Program Leader supports both the National and Market media operations required to facilitate the stewardship of Chick-fil-A’s domestic and Puerto Rico marketing investment.  Deep functional media knowledge, strong strategic thinking, accuracy, timeliness, and high capacity are critically important in the role.  

Responsibilities

Media Investment Strategy, Planning, Execution & Optimization

Responsible for paid investment strategy, focusing primarily on digital channels.

• Paid audience strategy development, implementation, and reporting across internal stakeholders and Agency
• Annual Market and National media strategy planning, execution, and optimization for general Market, multicultural, and other audiences that are relevant to our long-term growth plans
• Omni channel strategy development and implementation with internal customer relationship management team
• Brand extension strategy consultation and implementation 
• Tent pole strategy development, implementation, and reporting
• Cross-functional work with internal teams such as creative production, customer market insights, digital transformation, and others to coordinate efforts, maximize investment, and avoid duplication of effort.
• Consult with International Marketing teams to align across all regions.
• Consult with Sales & Brand Growth team to ensure alignment of strategies and business priorities.

 

National Partnership Strategy and Management

Lead the development and management of our National partnership strategy and implementation.

• Responsible for developing our National partnership strategy and execution.
• Manage the relationship with our sports and entertainment agency.
• Responsible for the planning and execution of the annual Peach Bowl advertising elements with our sports and entertainment agency.

 

Media budget maintenance and stewardship

Ensure media investments are managed in line with CFA stewardship principles and rigor

• Manage National media budget expenses and invoicing
• Serve as point person for National and Market billing and invoicing needs, working in partnership with Centralized Coding and Accounting to resolve billing-related issues
• Manage beverage fund projections and invoice coding monthly

 

Media Measurement

Lead cross-functional work with customer market insights (CMI) team to ensure all research needs are met

• Manage CMI relationship to ensure that our Marketing Mix Model (MMM), audience first paid media strategy, and other research projects are focused on key learnings for current and future optimization.

 

Data & Ad Tech

Manage ad tech stack and data strategy that help inform overall investment strategy, execution, optimization and reporting

• Ad tech strategy and evaluation in conjunction with CMI to ensure our media investments are maximizing opportunities
• Lead MMM discussions with CMI to ensure data cuts are designed to answer investment team’s needs
• Lead Learning Agenda with Agency to ensure investments reflect latest customer and industry trends

Required Qualifications (Knowledge, Skills, & Abilities)

• Strategic 
• Manages deadlines and quickly adapts and re-prioritizes to deliver results
• Ability to work independently with minimal direction
• High attention to detail to enable accuracy (e.g. data, numbers, grammar)
• Maintains highest level of confidentiality
• Self-motivated
• High capacity
• Strong communication skills
• High level of proficiency in Microsoft Office Suite with focus on Excel 
• Local – not remote

Preferred Qualifications (Knowledge, Skills, & Abilities)

• 12+ years of experience in a media strategy leadership role
• Agency and Brand experience strongly preferred

Required Years of Experience6 Preferred Years of Experience12 Travel Requirements10% Required Level of EducationBachelor's degree or equivalent experience Relocation Assistance ProvidedNo