Specialist Ii Media Planning

Hannaford Supermarkets started out as a fresh produce vendor in Portland, Maine way back in 1883, and is still connected to those early roots as a local market. Hannaford actively seeks out farmers and producers to join our Local program which celebrates not only local foods, but the preservation of farmland, local traditions and local jobs. The connection we have to the source of our fresh foods is core to the way we do business, becoming the first major supermarket in the United States to document that all its seafood products were sustainably harvested.

Hannaford offers a flexible work environment, with a hybrid work expectation for Home Office based positions of being physically present in the Scarborough Home Office 3 days a week. This expectation serves to nourish our culture, showcase care through flexibility, and strengthen our partnerships.

This position supports the Manager of Brand Planning for traditional and digital media planning including strategic planning and channel mix decisions across traditional and digital media in partnership with agencies and ADUS to achieve brand objectives and optimize return on investment.

Primary Duties and Responsibilities:

Work with media agencies and internal partners to identify media platforms that fit our content strategy and deliver on both brick and mortar and Ecommerce business goals

• Leverage various media platforms (traditional and digital including social) to ensure relevant content reaches target audience at various points along the buyer’s journey.

• Support the development of strategic media, content, and process implementation plans

• Work closely with the media agency and ADUS support organization on the development of optimized media plans and target audience strategies aligned with brand business goals.

• Identify potential national or local partnership opportunities.

• In partnership with the agency and Manager of Brand planning, develop, and implement opportunities to improve and enhance campaigns and/or processes.

• Work with media agency to identify tests to understand optimal practices with respect to creative rotation, media mix, etc.

• Work with media agency in development of localized media plans by leveraging value ads, live radio, etc.

• Manage overall media budget and content calendar

Lead performance assessments of media investments via Media Mix Modeling, to understand the impact of prior campaigns. Leverage this research, combined with business and marketing objectives, to recommend future content and spend optimizations across media channels and regions.

Maintain solid understanding of media best practices, channels and innovations and make recommendations to the Manager of Brand Planning on tests or changes to the plan.

Coordinate and direct informative reports for stakeholders utilizing various customer data sources that provide insights relating to key program KPIs.

Qualifications and Experience:

• Experience in marketing and/or media planning (minimum 4 years)

• Experience in budget management (minimum 2 years)

• Bachelor’s degree in marketing or related field or equivalent work experience

• Strong project management, organization, and attention to details, with the ability to work well with corporate and cross functional teams as well as outside agency partners.

• Understanding of social media, paid search, display media, streaming video, and other evolving digital media tactics

Skills and Abilities:

• Strong communication skills, both written and verbal

• Strong interpersonal and collaboration skills

• Ability to translate data into meaningful insight(s)

• Strong analytical skills and ROI driven; including extensive experience reviewing campaign performance results and making recommendations for future action

The Salary Range for this position is $72,880 - $109,320

Hannaford provides equal opportunity in employment to all associates and applicants for employment without regard to race, religion, color, sex (including pregnancy, childbirth and related conditions), age, veteran status, national origin, sexual orientation, gender identity and gender expression, disability, or any other characteristic protected by law.