Digital Media Manager

Role Purpose

This role is based in Nashville, TN.  Travel to Global Headquarters in Bowling Green, KY required as part of on-boarding.

The Digital Media Manager is responsible for developing, executing, and optimizing retail media strategies across key retailer ecosystems, including Amazon, Walmart, and other retail media networks. This role owns media investment planning, campaign execution, budget management, and performance optimization to drive profitable growth across Fruit of the Loom's portfolio of brands and categories.

As a subject matter expert in retail media, the Digital Media Manager leverages data-driven insights to maximize return on advertising spend, identify growth opportunities, and align media investments with brand, sales, and business objectives. This role partners closely with internal stakeholders to support product launches, promotional initiatives, and long-term digital commerce growth strategies.

Key Outcomes

Retail Media Strategy & Execution

·         Develop and execute retail media strategies across retailer platforms including Amazon, Walmart, and other emerging retail media networks.

·         Build, launch, manage, and optimize Sponsored Products, Sponsored Brands, Sponsored Display, and other retailer advertising campaigns aligned to brand, category, and commercial objectives.

·         Monitor campaign performance daily and implement optimizations to improve efficiency, drive revenue growth, and maximize return on ad spend (ROAS).

·         Identify opportunities to expand successful campaigns while maintaining business performance and profitability targets.

·         Evaluate and implement DSP and advanced media solutions when aligned with strategic business objectives.

·         Apply a test-and-learn approach to audience targeting, bidding strategies, creative execution, and campaign structures to continuously improve performance.

Media Investment & Budget Management

·         Own retailer media budgets across brands, categories, marketplaces, and campaign types.

·         Develop investment strategies and allocate spend based on business priorities, performance trends, growth opportunities, and seasonal demand.

·         Monitor and analyze key performance metrics to ensure effective budget utilization and achievement of business objectives.

·         Optimize campaign structures, bids, and investment levels to improve media effectiveness and deliver measurable business results.

·         Provide recommendations to maximize revenue growth, market share, and profitability across retailer ecosystems.

Performance Analytics & Business Insights

·         Analyze campaign, category, and brand performance to identify growth opportunities and optimization priorities.

·         Translate complex performance data into actionable insights and strategic recommendations for stakeholders.

·         Develop reporting and performance narratives that clearly communicate media impact on business outcomes.

·         Stay current on retailer media platforms, industry best practices, and emerging trends to drive continuous improvement in program effectiveness.

Cross-Functional Collaboration

·         Partner with Brand, Marketing, Sales, and Digital Commerce teams to align media investments with broader business objectives.

·         Support product launches, promotional events, seasonal initiatives, and inventory-driven opportunities through coordinated media strategies.

·         Leverage retail media insights to inform assortment, content, merchandising, and growth initiatives across retailer platforms.

·         Collaborate with internal and external partners to ensure alignment on campaign goals, execution, and performance expectations.

Specific Responsibilities

Minimum Qualifications

• Bachelor's degree in Marketing, Business, Advertising, Analytics, or related field; equivalent experience may be considered.
• Minimum 5 years of hands-on retail media experience supporting Amazon, Walmart, Target, or other retailer media platforms.
• Demonstrated expertise managing Sponsored Products, Sponsored Brands, Sponsored Display, and similar retail media solutions.
• Experience owning and managing media budgets with accountability for performance outcomes and return on investment.
• Strong analytical capabilities with the ability to interpret performance data, identify trends, and develop actionable recommendations.
• Experience supporting multiple brands, categories, or product portfolios in a complex business environment.
• Proven ability to collaborate effectively across cross-functional teams and influence business decisions through data and insights.
• Strong communication, organizational, and project management skills.
• Self-motivated with the ability to operate independently and manage multiple priorities in a fast-paced environment.

Key Performance Indicators

• Digital revenue growth and margin contribution within retailer accounts
• Accuracy and timeliness of digital execution on retailer platforms
• Forecast and execution accuracy supporting account plans
• Retail media efficiency and ROAS (within margin guardrails)
• Team performance and cross-functional alignment

Company Information

We offer the following:

• Competitive Pay
• Medical, dental, vision, life & disability insurance
• Vacation
• Paid Time Off
• Paid holidays
• 401(k)
• Employee Assistance Program
• Volunteer Time Off