Manager, Paid Media Channel Strategy

Do you want to be at the forefront of helping shape how innovative brands connect with audiences across multiple channels, driving modernization in targeting, creative, and measurement? If you have a track record of building and scaling paid media programs from the ground up and delivering measurable business results, we want to speak with you! We are currently looking for a Manager, Digital and Paid Media Channel Strategy to join our Consumer Experience Organization (CXO) in Richmond, VA but are open to a remote work arrangement.

The role will be responsible for end-to-end ownership of audience planning, segmentation, creative testing roadmaps, operational excellence, and vendor partnerships.

What you will be doing:

Paid Media Strategy & Ownership

• Lead the development and execution of paid media plans across display, OLV, CTV, Digital OOH, PPC, audio, and other channels—ensuring campaigns are data-driven, audience-first, and performance-optimized.

Audience Strategy Leadership

• Drive digital reach planning and audience segmentation strategies in partnership with analytics and agency teams to optimize targeting, personalization, and measurement.

Cross-Channel Creative & Testing

• Oversee creative asset development aligned with brand and audience insights; build a testing roadmap to continuously improve creative, targeting, and bidding strategies.

Execution & Optimization

• Collaborate with media partners to lead campaign setup, trafficking, QA, and in-flight optimizations—this role is hands-on and execution-focused.

Vendor & Partner Management

• Be a great partner with agencies, platforms, and vendors; negotiate contracts and ensure strategic and operational deliverables are met.

Team & Process Leadership

• Lead and mentor a high-performing digital marketing team; handle operational tools like BOMs and calendars, and drive quarterly planning and asset delivery.

Performance Measurement & Benchmarking

• Establish KPIs and benchmarking frameworks to evaluate success across all paid media channels and ensure continuous improvement.

We want you to have:

• Bachelor’s degree in Marketing, Communications, Business, or related field; Master’s degree a plus.
• 6+ years of hands-on experience in paid media strategy, planning, buying, and optimization across multiple channels (display, OLV, CTV, DOOH, PPC).
• Consistent track record of building and launching campaigns from scratch — not just optimizing existing programs.
• Strong understanding of audience segmentation, targeting, bidding strategies, and campaign measurement.
• Experience with ad serving platforms, DSPs, paid search platforms, and analytics tools.
• Demonstrated success leading, coaching, and developing direct reports.
• Excellent communication, organizational, and analytical skills.
• Ability to thrive in a fast-paced, ambiguous environment and build structure where none exists.

 In this role, you are responsible for leading a team. People Leaders play a fundamental role in bringing Altria’s Employment Brand to life and creating an exceptional employee experience.  As a People Leader at Altria, you are responsible for the performance, capability and engagement of your team.  Some examples of specific responsibilities aligned to People Leader expectations include:
 

• Establish and effectively communicate Vision, strategies and how each employee’s work aligns
• Identify, select, develop and allocate skills, behaviors and talent needed to meet business needs
• Embrace diverse perspectives, appreciate differences and foster a culture of inclusion
• Build trusting relationships by being authentic, transparent and providing radical candor
• Provide and receive timely, constructive, specific and actionable performance and career feedback and coaching

The starting salary is based on but not limited to experience, knowledge, and qualifications in determining compensation decisions. The Salary Range for this position is: $116,200.00 - $168,400.00.  

Why You’ll Love Building Your Career at Altria

At Altria, we believe a great career starts with feeling supported — both at work and in life. Here’s what you’ll find here:

• Work where life works for you — with flexible and remote options that fit your world, not the other way around.
• Own your time — start with 15 days of paid time off, 13 paid holidays, 2 floating holiday days, and a 37.5-hour workweek so you can recharge and live fully
• A place where you belong — where your ideas are welcomed, your growth is encouraged, and your impact is real
• Get recognized for your work – annual merit increases and performance bonus
• A future you can count on — 401(k) matching from day one; plus Deferred Profit Sharing, an annual company contribution in an amount equal to 13%-17% of your base salary
• Help with your goals — get help with student loan repayment assistance, attend a conference, or gain a new certification with professional development stipends
• Support for what matters most — comprehensive medical, dental, and vision coverage for you and your family
• Celebrating your milestones — paid parental and bonding leave for life’s biggest moments.
• Wellness that goes beyond work — programs that care for your whole well-being at whatever stage you are in your life
• A culture that gives back — paid volunteer days and a shared commitment to making a difference

At Altria, we offer more than benefits — we offer a career that fits your life, rewards your ambition, and celebrates your impact.

This position is not eligible for sponsorship.