Job DescriptionJob OverviewThe Principal, Stores Media Strategy is responsible for developing media strategies that drive customer traffic, engagement, and sales across Macy's store portfolio. This role serves as the lead media partner to the Stores Marketing Strategy team, translating local store priorities, customer insights, and business opportunities into clear media plans and investment recommendations.
The Principal will determine how to leverage our media investment to enable or support activations, events, partnerships, experiences and other programs that connect with local communities to improve perception of Macy's, increase relevance and drive store traffic.
As a part of the broader audience approach, this role also help build our tourism media strategy to identify the right ways to reach locals, domestic and international travelers before and during their visits. This includes developing relationships with hotels, travel platforms, tourism organizations, concierge networks, transportation partners, and other businesses that can connect travelers to Macy's stores and offers.
This is a senior individual-contributor role that requires strong expertise in media strategy and planning, custom content, partnerships and leveraging media investment to create or amplify experiential events.
What You Will DoMedia Strategy and Planning- Lead the development of media strategies designed to increase traffic, engagement, and sales across Macy's stores.
- Serve as the primary media strategy partner to the Stores Marketing Strategy Director and local stores teams
- Translate store business priorities into clear media objectives, audience strategies, channel recommendations, and investment plans.
- Develop media plans for store activations, events, local partnerships, market-specific initiatives, and other priority store moments
- Collaborate with seasonal Comms Planning director to determine initiatives that require local, regional, or national media support and recommended budgets.
- Identify priority markets and stores based on business opportunity, customer behavior, competitive activity, and expected return.
- Ensure local store media plans connect to Macy's broader enterprise campaigns and communications strategy.
Tourism Media and Partnerships- Own the media strategy for reaching domestic and international tourists as an extension of our broader audience strategy to get customers to reconsider Macy's
- Identify priority traveler audiences, markets, points in the travel journey, and geographic opportunities.
- Develop strategies to reach travelers while they are researching, booking, arriving, and exploring a destination.
- Identify and assess potential media and promotional partnerships with hotels, booking platforms, airlines, tourism organizations, concierge networks, transportation providers, attractions, and other travel-related businesses.
- Partner with Marketing Strategy, Stores Team, and external organizations to build scalable tourism media programs that can be adapted across Macy's priority stores and markets
Audience Strategy and Customer Insights- Use customer, store, geographic, tourism, and media data to identify the audiences most likely to visit and shop Macy's stores.
- Partner with audience team to adapt audience strategy to local market differences, customer needs, cultural moments, and shopping behaviors.
Measurement and Optimization- Establish clear objectives and KPIs for store and tourism media investments, including traffic, engagement, offer redemption, sales, customer acquisition, and return on investment.
- Partner with Analytics and Measurement teams to develop reporting and measurement approaches for local store and tourism programs.
- Lead test-and-learn plans with Marketing Effectiveness Team to determine which markets, audiences, channels, offers, and partnerships drive the strongest results
- Present results, opportunities, and investment recommendations to senior Marketing and Stores leaders.
- Foster an environment of acceptance and respect that strengthens relationships, and ensures authentic connections with colleagues, customers, and communities.
Skills You will Need- Strong understanding of full-funnel media strategy, audience planning, channel selection, and investment allocation.
- Ability to translate business priorities to media decisions that impact store traffic, customer engagement, sales, and broader business outcomes.
- Ensure agencies and activation teams have clear objectives, target audiences, budgets, KPIs, and strategic direction before execution begins.
- Strong knowledge of local media planning, geographic targeting, and market-level investment strategies.
- Ability to evaluate partnership opportunities and develop media programs that create value for both Macy's and its partners.
- Ability to build business cases and make investment recommendations based on expected impact and return.
- Strong communication and presentation skills, with the ability to influence senior leaders and cross-functional partners.
- Ability to manage multiple priorities and make sound decisions in a fast-moving environment.
- Curious, collaborative, resourceful, and comfortable developing new approaches where an established model may not yet exist
Who You Are- Bachelor's degree in Marketing, Advertising, Communications, Business, or a related field preferred.
- 8-10 years of experience in media strategy, communications planning, performance marketing, local marketing, retail marketing, tourism marketing, or a related field.
- Experience developing media strategies, content and activations for complex brands with large media budgets
- Experience supporting a retail, hospitality, travel, entertainment, or other location-based business strongly preferred.
- Experience developing local or regional media strategies designed to drive visits to physical locations.
- Experience working with media agencies, publishers, platforms, and external partners.
- Experience with tourism, destination marketing, hotel, travel, or local business partnerships is a plus
- This role involves performing essential job functions such as communication, collaboration, and use of office and computer systems. Responsibilities include the ability to access and review written and electronic information, and to move within the work environment and interact with workplace materials as needed to carry out job responsibilities.
- Able to work a flexible schedule based on department and company needs.
What We Can Offer YouJoin a team where work is as rewarding as it is fun! We offer a dynamic, inclusive environment with competitive pay and benefits. Enjoy comprehensive health and wellness coverage and a 401(k) match to invest in your future. Prioritize your well-being with paid time off and eight paid holidays. Grow your career with continuous learning and leadership development. Plus, build community by joining one of our Colleague Resource Groups and make a difference through our volunteer opportunities.
Some additional benefits we offer include:
- Merchandise discounts
- Performance-based incentives
- Annual merit review
- Employee Assistance Program with mental health counseling and legal/financial advice
- Tuition reimbursement
Access the full menu of benefits offerings here.
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