Paid Media Strategist

Position Details:

Title: Paid Media Strategist

Department: Digital Marketing

Reports to: Digital Marketing Manager

Location: Dearborn

Job Classification: Remote

FLSA Status: Exempt

Job Band: Professional

Job Summary

The Paid Media Strategist will lead Carhartt’s digital media strategy across direct-to-consumer businesses, including Carhartt.com and other owned ecommerce properties. This role is responsible for developing and optimizing paid media plans across key channels (paid social, affiliate, display, video, audio, and content partnerships) to drive consideration, traffic, customer acquisition, and revenue in alignment with business goals.
 
Key responsibilities include driving performance through media strategy, audience development, measurement, and optimization while collaborating with creative teams, agencies, and cross-functional partners to deliver impactful, results-driven campaigns. A strategic mindset, analytical rigor, hands-on leadership, and the ability to innovate in a fast-paced environment are essential.

Inspired by Hard Work

At Carhartt, the values of hard work—dependability, honesty, and trust—are rooted in the legacy of our founder, Hamilton Carhartt. His commitment to serving hardworking people continues to inspire everything we do. Guided by his legacy and our mission—We serve and protect all hardworking people by building durable products—we remain dedicated to upholding these principles in every decision we make and every product we create.

Associate Responsibilities

• Lead media strategy development and execution of seasonal and evergreen paid media campaigns, ensuring alignment with business objectives, KPIs, and budget guidance to deliver strong performance and actionable consumer insights.
• Collaborate with internal marketing and creative teams to develop best-in-class content and messaging that resonates with target audiences across paid media channels.
• Manage day-to-day relationships with media agency and platform partners, ensuring campaigns are executed efficiently and effectively.
• Drive performance by leading projections, managing media investments against revenue targets, and optimizing channel mix, audiences, bidding strategies, and placements to improve traffic, ROI, and customer acquisition.
• Analyze and report channel performance and campaign results, providing actionable insights and recommendations to stakeholders through regular business reviews and performance updates.
• Partner closely with D2C merchandising, analytics, and marketing teams to align media strategies with product priorities, business objectives, and customer needs.
• Assess the full consumer journey for effectiveness, ensuring strong alignment between media, messaging, audience targeting, and landing page experiences.
• Proactively identify new media opportunities, technologies, audience strategies, and industry trends to elevate Carhartt’s digital media performance and maintain a competitive edge.
• Manage paid media budgets, forecasting, invoicing, and reconciliation processes to ensure investments align with performance goals and maximize returns.

Required Education

• Bachelor's Degree Required in Marketing, Advertising or Related Field; or equivalent years of related experience

Required Skills & Experience

• 5+ years of digital marketing experience, including:
• 3+ years of experience driving performance through paid media channels; agency experience is a plus.
• 3+ years of budget management, forecasting, and ROI evaluation experience.
• Hands-on experience with analytics and measurement platforms (Adobe Analytics, GA4, Measured, Meta, etc.).
• Strong analytical skills with the ability to optimize and report on digital marketing performance.
• Advanced Microsoft Excel proficiency.
• Experience managing media agencies and cross-functional stakeholders.
• Ability to execute under tight deadlines and within budget parameters.
• Strong written and verbal communication skills.
• Exceptional organization and attention to detail.
• Ecommerce, apparel, consumer products, or performance marketing experience preferred.
• Experience supporting omnichannel marketing strategies, including retail or store-related initiatives.
• Experience with emerging media channels, retail media networks, or local media activation.
• Familiarity with brand marketing and upper-funnel media measurement methodologies.
• Experience leveraging AI tools and generative AI platforms to improve marketing workflows, content development, campaign planning, creative testing, and performance optimization.

Physical Requirements and Working Conditions

• This position has a Remote location: Associate will have no regular requirement to be on-site. Travel on-site is limited to special events.
• Carhartt is a tobacco free workplace.

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