Manager. Channel Planning

Company: Gap Inc.
Location: San Francisco
Posted on: May 31, 2025

Job Description:

About the RoleThe Marketing Manager, Channel Planning is responsible for planning and executing brand media strategies for Athleta. Reporting to the Senior Director, Channel Planning within Gap Inc.'s centralized Marketing Shared Services organization, you will embed within the brand team and serve as the primary connection point between the brand team, the agency, and the centralized Marketing Shared Services organization. You will be responsible for seamlessly coordinating and managing a seasonal campaign from end to end. You will serve as a key contributor to all brand upper funnel seasonal marketing planning activity and possess a strong understanding of channel planning strategies and best practices to help inform and drive best-in-class media for the brand. As a specialist in brand media campaigns inclusive of video, audio, OOH, and content partnerships, you will regularly surface channel-specific insights, learnings, and best practices to cascade that intelligence across the brand team. You will play a key role in our effort to move Athleta and Gap Inc. toward a more full-funnel approach that creates long-term brand value while achieving business objectives.

This role requires someone with:
--- Excellent organizational skills who can multi-task and coordinate multiple projects, stays focused and doesn't missing a beat.
--- A creative and analytical mindset that is always churning with actionable ideas to help drive brand growth, customer engagement and workflow improvement.
--- A constant finger on the pulse of digital and social landscape to discover what's new, what competitors are doing, and what innovations are around the corner.
--- Strong financial acumen and ownership of budget management and reconciliationWhat You'll Do

• Work closely with Sr. Director of Channel Planning and cross-functional teams to develop strategy, timeline, and creative & media briefs for digital seasonal ad development and end-to-end execution across video, audio, OOH, influencer and content partnerships.
• Partner effectively with brand marketing, PR, Athleta digital team, and media agency to ensure support of the business initiatives while also giving customers a compelling mix of creative messaging
• Cultivate strong knowledge and understanding of Athleta brand goals, business, and consumers to ensure that media strategies are aligned with brand strategy
• Develop media briefs for media agency in close partnership with brand marketing, audience intelligence and other Media Shared Services teams.
• Own all updates of internal upper funnel budget files and investment allocation, building strong relationship with finance partners and media agency. This includes managing marketing budgets, ensuring accurate allocation and reconciliation in partnership with finance teams.
• Manage marketing feedback, timelines, approvals and shoot coordination for custom content/editorial, audio/video placements and OOH as needed.
• Work closely with media agency and Athleta central digital team to develop analytic reports to showcase weekly and monthly campaign performance with recommendations for optimizations of future ad campaigns.
• Monitor and analyze campaign performance metrics, providing insights and recommendations for optimization.
• Help to identify and create A/B testing opportunities across partners, and understand creative best practices from the learnings
• Work closely with Media Shared Services teams, collecting and incorporating recommendations on specific channel vehicles and communicating opportunities for new product offerings or value adds from various media channels
• Partner with audience/analytics/media agency on measurement approach, working through set up and approval of brand health studies
• Familiarity with media measurement principles including Multi-Touch Attribution, Last Click Attribution, Media Mix Modeling and diminishing returns analysisWho You Are
  • Bachelor's degree (marketing preferred) and 5+ years of experience in digital marketing, 2+ years with fashion/apparel, consumer brand
  • Media planning experience, including managing media agency and media budget
  • A passion for digital media that manifests in a drive to remain active in multiple digital networks and consume the latest, greatest technology, platform, partner or app
  • Strong collaboration skills and ability to form effective partnerships across cross-functional teams - PR, merchandising, marketing, creative, and agency
  • Effective time and project management skills, thriving on working in a collaborative, dynamic, fast-paced work environment
  • Strong critical thinking skills and extensive experience with quantitative analysis
  • Ability to analyze data and extract relevant and actionable insights. Omniture experience a plus
  • Strong verbal, written communication and presentation skills with a marketing mindset and the ability to articulate how an idea comes to life
  • Proficiency in Microsoft Excel, Word, PowerPoint, as well as project management tools like Adobe Analytics, Airtable, Omniture, Anaplan, Miro and Tableau; adept at learning new tools and technologies.
  • Entrepreneurial spirit with the ability to work through ambiguity, continuously improve ways of working, and infuse strategic thinking into your work
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Keywords: Gap Inc., San Leandro , Manager. Channel Planning, Executive , San Francisco, California