Associate Media Director

Associate Media Director - CPG

Overview

The Associate Media Director (AMD) will lead integrated media strategy and planning for a portfolio of consumer packaged goods (CPG) brands, connecting brand storytelling with measurable retail and sales impact. This role bridges upper- and lower-funnel strategy — using data, commerce signals, and audience insights to drive awareness, engagement, and conversion across both brand and shopper ecosystems. The AMD will mentor team members, cultivate strong client partnerships, and bring forward innovative, performance-oriented thinking across all channels.

Key Responsibilities

Strategic Leadership & Client Partnership

• Lead day-to-day integrated media strategy and planning across multiple CPG brands — translating brand and retail goals into actionable, data-driven media solutions.
• Build senior-level relationships with brand, shopper, and eCommerce client teams, ensuring integration across national, retailer, and regional initiatives.
• Partner closely with Creative, Strategy, Analytics, and Commerce teams to align messaging and measurement across the full consumer journey.
• Present strategic recommendations and results with confidence, tying media effectiveness to brand health and in-market sales.

Planning & Performance Accountability

• Oversee omnichannel media plans spanning Linear/CTV, Programmatic, Social, Search and OOH — ensuring excellence in strategy, pacing, and optimization.
• Partner with the Retail agency – to understand Retail Media support for full-plan picture
• Balance brand-building investments with performance-driving tactics to maximize household penetration and repeat purchase.
• Collaborate with Analytics to define KPIs by funnel stage — from awareness lift to sales attribution — and ensure data integration across partners (IRI, Circana, Epsilon, Kantar, etc.).
• Evaluate and optimize plans based on performance data, learning agendas, and evolving market conditions.

Operational & Financial Management

• Partner with the EVP Media and Account team to deliver against financial objectives — managing scope, staffing, and profitability.
• Oversee budget allocations and quarterly reconciliations across channels to ensure transparency and accountability.
• Ensure efficient workflow and flawless execution between planning, buying and trafficking teams

Team Development & Collaboration

• Lead and mentor planner and coordinator, fostering curiosity, ownership, and cross-channel expertise.
• Champion collaboration with internal and external teams — ensuring media, creative and retail partners work in sync.
• Promote a culture of continuous learning, proactive communication, and results-driven storytelling.

Innovation & Thought Leadership

• Stay ahead of evolving media trends, technologies and category innovations – including CPG and commerce media trends — translating insights into actionable opportunities for clients.
• Develop POVs and test and learn initiatives that challenge convention and elevate client visibility.
• Contribute to new business efforts and agency thought leadership initiatives representing the agency's CPG expertise.

Qualifications

• 7+ years of integrated media planning experience, with significant CPG or retail/commerce category experience.
• Deep knowledge of omnichannel media including TV/CTV, Social, Search, Programmatic, and Retail Media Networks (e.g., Amazon, Walmart Connect, Kroger Precision Marketing, Roundel).
• Strong understanding of CPG sales drivers, consumer behavior, and category dynamics.
• Experience working with analytics partners such as Circana/IRI, Nielsen, and Kantar to connect media performance to business outcomes.
• Experience working with media data / tools such as Resonate/MRI/GWI, Mintel, eMarketer, etc
• Proven ability to translate data and insights into actionable strategies and compelling client narratives.
• Skilled communicator and collaborator with demonstrated leadership and mentorship experience.
• Results-oriented, resourceful, and passionate about media innovation and consumer connection.

Laughlin Constable is an equal opportunity employer and participates in E-Verify. All qualified applicants will receive consideration for employment without regard to race, color, religion, sex, sexual orientation, gender identity, national origin, veteran, or disability status.