Director, Digital Strategy and Media Planning

5 days ago

Austin, United States Bloom Nutrition Full time

Director, Digital Strategy and Media Planning

Bloom Nutrition

IG @bloomsupps @marillewellyn

TikTok @bloomnu

Bloomnu.com


Founded by fitness influencer and entrepreneur Mari Llewellyn, Bloom Nutrition is a quickly growing wellness brand that is committed to offering good-for-you supplements. Made with a premium blend of quality ingredients, all of our products are curated to be as delicious as they are healthy to fuel life daily.


The Bloom team is tight-knit, creative, high performing, and collaborative. Our work environment is an inspiring space where you can thrive as a result. As a young company, there is a huge opportunity for career growth as Bloom continues to expand at a fast pace.


Recognized for our innovation and growth, we're proud recipients of several awards:

🏆 Forbes 30 under 30 (2023)

🏆 Target Partner of the Year (2023)

🏆 LinkedIn's Top Start-Ups (2023 & 2024)

🏆 EY Entrepreneurs of the Year (2024)

🏆 Inc. 5000 Company (2024)

🏆 NewBeauty 100 Wellness Awards (2024)


Bloom Media Spend Background:

Bloom Nutrition has been highly successful in building strong brand traction and appeal amongst Gen-Z and Millennial female audiences through a Influencer led approach. The Influencer management team is an internal team highly successful in managing & activating an army of creators that drive brand awareness. In addition to Influencers, social media has been a big part of the media mix. As Bloom gains national distribution presence and expands the portfolio into promising new segments like Energy drinks the business needs a fresh & impactful approach to media planning to drive broader reach, awareness and appeal for Bloom. We will continue to leverage and learn from what has been Brand’s Moat (Influencer strategy) but also strategically expand into new media channels.


Position Overview:

The Director, Digital Strategy and Media Planning will lead the development, execution, and optimization of strategic media plans that drive full funnel impact including brand awareness, engagement, and conversions. This role will involve making key budget allocation decisions between Meta (Facebook, Instagram), influencer marketing, streaming platforms, shopper digital marketing, digital TV (CTV/OTT), and more. The role involves working closely with marketing leads for Bloom Nutrition, Bloom Beverage & E-Comm to translate their business plan objectives to a holistic media plan. It will also involve collaborating with brand creative, analytics, and sales teams to ensure the effective delivery of campaigns to meet set KPIs.


Key Responsibilities:

Digital Media Strategy Development:

  • Translate the Business Goals & Strategies to Media Strategy within the assigned total media budget.
  • Lead the development of integrated digital media plan across a variety of channels, including paid social (Meta, TikTok), influencer marketing, programmatic, display, video (YouTube, OTT/CTV), streaming services, and digital shopper marketing (e.g., Amazon, Walmart Connect).
  • Continuously refine the media mix based on historical performance data, changing market conditions, and shifting consumer behaviors
  • Use data and insights to make informed budget allocation decisions between digital platforms to maximize ROI and optimize performance across each stage of the customer journey

Test & Learn Approach

  • Develop and implement a "test and learn" framework to experiment with new platforms, creative formats, bidding strategies, and audience segments.
  • Lead A/B testing, multivariate testing, and incrementality studies to identify the most effective strategies across different stages of the customer journey.
  • Leverage findings from experiments to drive continuous improvement and inform future media strategies.

Full Funnel Impact & Optimization

  • Leverage data and analytics to measure full-funnel performance, ensuring the appropriate balance between upper-funnel (brand awareness) and lower-funnel (conversion and retention) efforts.
  • Launch the Media Mix Modeling (MMA) and performance analytics to optimize media across channels, focusing on maximizing reach, engagement, and conversion metrics.
  • Implement incrementality testing to validate the true impact of each media investment across the funnel.

Campaign Management:

  • Manage the end-to-end media buying process, including negotiations with vendors to secure optimal pricing and placements. Includes internal and external teams
  • Establish clear platform wise KPIs for each campaign
  • Ensure the timely launch, execution, and optimization of media campaigns to meet performance goals (e.g., reach, impressions, click-through rate, ROI).
  • Collaborate with internal teams (creative, marketing, analytics) to align messaging and media strategy.

Budgeting and Reporting:

  • Oversee the development of media budgets and manage allocations to maximize efficiency and effectiveness.
  • Monitor media spend and adjust as needed to ensure alignment with budgets.
  • Provide regular performance reports with key metrics (e.g., ROI, CPM, CPA) and actionable insights for future planning.


Qualifications:

Experience:

  • 7+ years of experience in media planning and buying, preferably at both client and agency side
  • Proven track record of managing multi touchpoint media budget of more than $25MM
  • Experience in both traditional and digital media buying, including programmatic, CTV, streaming, search, social, and video.
  • Strong negotiation skills and vendor management experience.

Personal Attributes:

  • Analytical thinker with a strong strategic vision.
  • Results-driven with a focus on performance metrics and ROI.
  • Leadership skills with the ability to mentor and inspire a team.
  • Collaborative mindset and able to work cross-functionally in a fast-paced environment.


Benefits:

  • Fun and inclusive work environment with a super collaborative team.
  • Access to Company Insurance (Health, Dental, Vision)
  • Company-wide events
  • 401(k) plan that the company matches because your future should bloom as well.
  • Generous PTO because work-life balance is important.
  • A brand new company laptop (yes, it’s Apple).
  • Access to all the Bloom supplements and swag so you can bloom into your best self

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