Favor is seeking an experienced paid media leader to join our marketing team on a contract basis to help drive and operationalize key media strategy initiatives during H2, 2025. This role will report to the Sr. Director of Growth & Lifecycle Marketing and collaborate closely with internal brand and creative teams, media agencies, and channel managers.
Duration: Contract of 6 months, with potential to transition to full-time pending fit and needs
Key ObjectivesLead the development of a comprehensive media plan for Favor’s Fall 2025 brand campaign.Help shape and document Favor’s long-term approach to balancing brand and performance across paid channels.Improve collaboration between Favor’s Media and Creative teams to increase output, relevance, and performance of paid assets.Serve as the primary liaison for key media agencies and strategic media partners during the engagement period.Guide short-term exploration and testing of emerging or underutilized media channels.Goals and DeliverablesDevelop integrated, full-funnel media strategy across brand and performance channels (e.g., TV, streaming, social, display, OOH).Partner with in-house media managers and agency teams to finalize media mix, targeting, flighting, and spend allocation.Align campaign strategy with internal brand, lifecycle, and growth goals.Deliver a finalized Fall media plan, calendar, and brief for cross-functional alignment.Define the strategy for a persistent “always-on” paid media presence that supports both upper-funnel awareness and mid-lower funnel conversion.Recommend budget allocation principles for brand vs. performance across the funnel.Work with analytics to propose a measurement framework (e.g., multi-touch attribution, media mix modeling, incrementality testing) for full-funnel campaigns.Identify creative and messaging strategies appropriate for each funnel stage.Produce a short-term testing roadmap and long-term operating model for always-on brand media.Audit current creative development workflow and identify friction points between media and creative teams.Propose a streamlined process for brief intake, versioning, testing, and feedback loops.Help to develop creative guidelines or playbooks tailored to specific channels (e.g., YouTube, TikTok, Meta, Streaming TV).Lead regular working sessions between creative and media leads to align on campaign needs and insights.Deliver a documented creative/media collaboration process and recommendations for resourcing or tooling.Act as the point-of-contact for external media agencies, ensuring effective execution, insights sharing, and alignment with internal priorities.Coordinate QBRs, creative timelines, test plans, and performance reviews with agencies.Evaluate performance and recommend optimizations, including reallocation of spend or messaging adjustments.Build relationships with key ad platform reps (e.g., Meta, Google, TikTok) and stay plugged into beta opportunities or industry trends.Help identify and prioritize new channels to pilot, including but not limited to: affiliate/content partnerships, influencer-driven media, Pinterest ads, emerging platforms (e.g., CTV placements, Reddit, etc.), lead exploratory planning: use case, targeting approach, initial creative needs, KPIs, and budgets, coordinate small-scale test launches in collaboration with internal channel owners or agencies, document results and make go-forward recommendations on channel viability and scaling potential.