Growth & Brand Media Lead - Contract

Key Objectives

• Bring your 8+ years of experience to lead the development of a comprehensive media plan for Favor’s Fall 2025 brand campaign.
• Help shape and document Favor’s long-term approach to balancing brand and performance across paid channels.
• Improve collaboration between Favor’s Media and Creative teams to increase output, relevance, and performance of paid assets.
• Serve as the primary liaison for key media agencies and strategic media partners during the engagement period.
• Guide short-term exploration and testing of emerging or underutilized media channels.

Goals and Deliverables

• Develop integrated, full-funnel media strategy across brand and performance channels (e.g., TV, streaming, social, display, OOH).
• Partner with in-house media managers and agency teams to finalize media mix, targeting, flighting, and spend allocation.
• Align campaign strategy with internal brand, lifecycle, and growth goals.
• Deliver a finalized Fall media plan, calendar, and brief for cross-functional alignment.
• Define the strategy for a persistent “always-on” paid media presence that supports both upper-funnel awareness and mid-lower funnel conversion.
• Recommend budget allocation principles for brand vs. performance across the funnel.
• Work with analytics to propose a measurement framework (e.g., multi-touch attribution, media mix modeling, incrementality testing) for full-funnel campaigns.
• Identify creative and messaging strategies appropriate for each funnel stage.
• Produce a short-term testing roadmap and long-term operating model for always-on brand media.
• Audit current creative development workflow and identify friction points between media and creative teams.
• Propose a streamlined process for brief intake, versioning, testing, and feedback loops.
• Help to develop creative guidelines or playbooks tailored to specific channels (e.g., YouTube, TikTok, Meta, Streaming TV).
• Lead regular working sessions between creative and media leads to align on campaign needs and insights.
• Deliver a documented creative/media collaboration process and recommendations for resourcing or tooling.
• Act as the point-of-contact for external media agencies, ensuring effective execution, insights sharing, and alignment with internal priorities.
• Coordinate QBRs, creative timelines, test plans, and performance reviews with agencies.
• Evaluate performance and recommend optimizations, including reallocation of spend or messaging adjustments.
• Build relationships with key ad platform reps (e.g., Meta, Google, TikTok) and stay plugged into beta opportunities or industry trends.
• Help identify and prioritize new channels to pilot, including but not limited to: affiliate/content partnerships, influencer-driven media, Pinterest ads, emerging platforms (e.g., CTV placements, Reddit, etc.), lead exploratory planning: use case, targeting approach, initial creative needs, KPIs, and budgets, coordinate small-scale test launches in collaboration with internal channel owners or agencies, document results and make go-forward recommendations on channel viability and scaling potential.