Manager, Paid Media Inhalables

Job title: Manager, Paid Media Inhalables

About the Role The Manager, Paid Media Inhalables leads full-funnel paid media strategy to drive awareness, leads, and sales for IQOS inhalable brands. This role owns development and execution of upper- and lower-funnel media strategies and partners with analytics and brand teams to translate investments into measurable business impact.

What You'll Do

• Own full-funnel paid media strategy and performance, accountable for awareness, lead generation, and conversion outcomes
• Lead upper-funnel media planning for IQOS, including channel mix, audience strategy, and media partnerships to drive awareness and consideration
• Manage lower-funnel performance marketing, optimizing campaigns to maximize qualified leads, conversions, and ROAS, with clear business impact
• Oversee execution across key channels including paid search, paid social, programmatic, and digital partnerships, ensuring alignment with funnel objectives
• Define and evolve audience targeting using first- and third-party data to improve reach and efficiency
• Establish and track KPIs across the funnel (e.g., reach, engagement, CPA, ROAS), and connect upper-funnel performance to downstream conversion impact
• Analyze campaign performance and translate insights into actionable optimization strategies and business impact narratives
• Develop and execute testing roadmaps (creative, targeting, channel mix, bidding) to drive continuous improvement and incremental growth
• Partner with analytics teams to ensure robust measurement frameworks, including attribution and incrementality
• Collaborate cross-functionally with brand, CX, and agency partners to align media strategy, messaging, and conversion experience
• Manage budgets, forecasts, and pacing to maximize return on media investment and business impact
• Drive integrated full-funnel planning, ensuring upper-funnel investments improve lower-funnel efficiency and overall performance
• Optimizing channel mix, bidding, and audiences to increase conversion value and incremental revenue

What We're Looking For

• Proven experience in strategic paid media planning and performance marketing across upper- and lower-funnel initiatives
• Strong ability to connect awareness investments to measurable business outcomes using data, testing, and optimization
• Experience managing channels including paid search, paid social, programmatic, and digital partnerships
• Expertise in audience targeting and segmentation using first- and third-party data
• Proficiency in setting and tracking KPIs (reach, engagement, CPA, ROAS) and translating insights into action
• Strong collaboration with brand, CX, and agency partners; cross-functional communication skills
• Demonstrated ability to manage budgets, forecasts, and pacing to maximize ROI
• Familiarity with attribution and incrementality measurement frameworks