Description
Company Overview:
**Not Remote / This is an onsite role at our Dollar General Headquarters in Goodlettsville, TN**
The Digital Media Strategy, Senior Manager (Digital Growth & Media Innovation) is responsible for accelerating customer acquisition, engagement, and revenue through paid media, emerging discovery platforms, and data-driven marketing innovation. This leader serves as Dollar General's subject matter expert on the evolving digital ecosystem, including AI-powered search and discovery, influence of creators and social influence, audience targeting, and performance measurement. The role partners across Marketing, DGMN, Digital commerce, Analytics, and Agency partners to align media results with business initiatives, identify growth opportunities and translate emerging trends into scalable business results.
Qualifications:Enterprise Paid Media Strategy
- Lead enterprise paid media strategy across platforms in partnership with media agency.
- Responsible for recommending budget shifts and optimization priorities.
- Serve as primary enterprise point of contact for the paid media agency.
- Direct and challenge agency partners and provide strategic direction to ensure media strategies, recommendations, and deliverables align with business objectives and performance goals.
Digital Innovation, Consumer Discovery & Emerging Platforms
- Serve as the enterprise subject matter expert on emerging digital marketing trends, consumer discovery behaviors, and evolving platforms.
- Monitor and evaluate advancements in AI-powered search, agentic commerce, GEO -Generative Engine Optimization), AEO (Answer Engine Optimization), retail media, creator ecosystems, and evolving social platforms.
- Identify, test, and scale new acquisition channels, media opportunities, and platform partnerships. Develop structured learning agendas and experimentation roadmap focused on future consumer behavior.
- Translate emerging technologies and industry shifts into actionable recommendations for leadership.
Cross-Channel Integration & Journey Alignment
- Ensure paid media integrates with CRM, Owned, Social, Influencer, Retail Media Network, and Site/App channels.
- Partner with Social, DGMN, Media and Content teams to incorporate creator and influencer strategies into broader marketing plans and performance initiatives evaluate, the role of creators, influencers, and community-driven content in driving awareness, consideration, and conversion.
- Partner with Campaign Managers to define media channel roles and support the broader campaign narrative.
Reporting, Insights & Optimizations
- Define and track KPIs aligned with business objectives
- Monitor media performance, identify optimization opportunities, and deliver actionable recommendations to improve business results
- Understand measurement implications driven by evolving attribution models and consumer discovery behaviors
- Own all paid media reporting (weekly dashboards, monthly recaps, quarterly reviews, post-campaign summaries)
- Partner with DS&A and agency to ensure accurate, consistent dashboards and data definitions
Martech Enablement & Data Quality
- Ensure paid platforms are properly tagged, measured, and aligned to attribution and first-party data standards.
- Partner with MarTech and Analytics teams to validate data flows and resolve discrepancies.
- Ensure paid media tactics comply with privacy laws and required contracting workflows.
- Oversee product feed quality and optimization to ensure accurate product data and maximize media performance and visibility
What skills we are looking for:
- Knowledgeable of emerging consumer discovery behaviors, including AI-powered search, agentic assistants, social search, creator ecosystems, and retail media.
- Strong strategic planning skills with the ability to translate business objectives into integrated media strategies and drive cross-functional alignment.
- Strong analytical and financial acumen, including attribution, incrementality, media mix modeling, ROAS, CAC, and customer lifetime value while keeping pulse on evolving attribution methodologies.
- Natural curiosity and passion for staying ahead of industry changes and emerging technologies.
- Energized by change, continuous learning, and collaborative problem-solving in rapidly evolving environments.
- Working knowledge of privacy regulations impacting digital marketing.
- Demonstrated track record of challenging conventional approaches and driving innovation through experimentation.
- Ability to serve as a trusted advisor and thought partner, educating stakeholders on media performance and implications, emerging trends, technologies, and opportunities in digital marketing
Requirements:
- Bachelor's degree in Marketing, Business, Communications, Analytics, or related field required; MBA preferred.
- 7–10 years of experience in digital marketing, paid media, or integrated media strategy.
- Deep expertise in paid media platforms (search, social, programmatic, display, video, emerging channels).
- Experience leading or managing a paid media agency partner required.
- Experience with enterprise-scale budgets, measurement frameworks, and multi-channel campaigns.
- Experience collaborating with analytics, MarTech, CRM, and social/owned channel teams
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