Sr. Manager, Segment Marketing

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Job Overview
The ADM Ops & Planning Senior Manager sits within a Central Direct Marketing Operations / Shared Services organization and manages a team responsible for cross-LOB direct marketing planning, coordination, and performance optimization across multiple lines of business.
As direct marketing scale increases across LOBs and channels, this role enables the business to plan and implement more optimally with constrained resources by aligning strategies, timing, capacity, and dependencies into a single, integrated direct marketing approach.
This role partners closely with business units that owns P&L and direct marketing KPIs, as well as integrated marketing, paid media and digital media owners to inform strategy, shape integrated plans, reduce saturation risk, and improve efficiency and outcomes. It does not replace LOB or channel ownership but enables coordinated execution at scale.
The ideal candidate is strategic, analytical, and highly collaborative, with strong experience in direct marketing planning, direct marketing, and performance optimization.

Job Responsibilities:

Direct marketing Planning

• Lead centralized, cross‑LOB direct marketing planning to deliver a single integrated cross-LOB direct marketing plan
• Partner with LOB leaders to understand direct marketing goals, priorities, and constraints
• Translate business objectives into integrated direct marketing plans, roadmaps, and sequencing recommendations
• Identify cross‑LOB opportunities, dependencies, and efficiency gains
• Establish and manage quarterly and annual direct marketing planning cycles

Test & Learn Leadership

• Develop multifaceted direct marketing test & learn roadmap across LOBs
• Standardize testing methodologies including control groups and incrementality measurement
• Increase test velocity and scale successful direct marketing experiments
• Share findings across lines of business to drive continuous optimization

Performance Analytics & Insights

• Monitor direct marketing performance across LOBs and channels
• Focus on outcomes and efficiency (CPA/CPIGA, ROAS, revenue) with end‑to‑end attribution transparency
• Identify trends, risks, and improvement opportunities
• Provide insights and recommendations to inform future planning cycles

Cross-Functional Collaboration

• Partner with business unit marketing leaders, cross-functional leads (brand, creative), procurement, and collaborators
• Collaborate with analytics, finance, CRM Ops (audience, MarTech enablement, data enablement), and product leads
• Facilitate cross-LOB planning and alignment

Operational Excellence & Governance

• Optimize execution across LOBs and channels by aligning timing, volume, and sequencing
• Reduce conflicts, duplication, and unnecessary complexity across campaigns
• Support efficient execution without directly leading campaign builds or launches
• Establish and influence the adoption of best practices

Resource & Capacity Alignment

• Anticipate cross-LOB demand and identify capacity gaps or constraints
• Align direct marketing plans to available resources and key dependencies (Martech, CRM, product, data, etc.)
• Surface tradeoffs and risks early to support better prioritization decisions

Education and Work Experience:

• 7–10+ years of marketing experience
• Experience in direct marketing, direct marketing, and/or performance marketing
• Experience supporting multiple lines of business or business units
• Strong analytical and data-driven decision-making skills
• Experience leading cross-functional initiatives

Knowledge, Skills and Abilities:

• Experience in centralized marketing or shared services organization
• Experience with test-and-learn frameworks and experimentation
• Experience with performance marketing channels (paid search, social, display, etc.)
• Experience with CRM or direct marketing programs
• Experience working with business-owned P&L environments

Licenses and Certifications:

• At least 18 years of age
• Legally authorized to work in the United States