Senior Manager, Media Strategy & Communications Planning

Senior Manager, Media Strategy & Comms Planning

The Senior Manager, Media Strategy & Comms Planning is responsible for architecting and leading AutoNation's integrated media system end to end, from annual strategic direction to quarterly and monthly communications planning through in-market performance oversight. This role defines where the business plays, how investment is allocated, how performance is measured, and how the demand engine is continuously optimized across the organization. It ensures that media is not simply executed, but intentionally designed, actively managed, and continuously improved to drive enterprise growth. This is not a single-function planning role, but stewardship of an integrated system of strategy, planning, and operations designed to deliver consistent, predictable, and scalable media performance. The Senior Manager establishes the frameworks, guardrails, and measurement architecture that connect business objectives to media investment decisions across channels, audiences, and markets. Operating at the intersection of Strategy, Analytics, Finance, Operations, and Agency partners, this leader brings clarity to complexity, enforces disciplined planning rigor, and ensures the media ecosystem performs as a cohesive, optimized demand engine.

This role is onsite out of our HQ in Fort Lauderdale.

Key Responsibilities

Media Strategy & Architecture

• Define media objectives, KPIs, and success metrics aligned to enterprise goals.
• Establish audience segmentation and orchestration logic across the full customer journey.
• Define channel roles and upper/mid/lower funnel investment strategy.
• Lead media mix optimization and investment modeling.
• Design the enterprise measurement framework, including diagnostics, incrementality testing, and structured learning agendas.
• Define and continuously evolve the media operating model (workflows, tools, AI enablement, planning cadence).
• Identify scalable innovation opportunities and prioritize strategic tests.
• Partner cross-functionally to ensure plans reflect both brand strategy and local market realities.
• Track automotive, digital, and societal trends; provide thought leadership and innovative planning approaches.
• Own vendor relationships and stewardship.

Comms Planning

• Oversee development of quarterly and monthly communications plans.
• Approve budget allocations across lines of business, markets, and channels.
• Define flighting, sequencing, and reach/frequency guardrails.
• Prioritize major launches, test roadmaps, and strategic initiatives.
• Ensure cross-channel creative and messaging alignment.
• Provide clear guidance on investment strategy, trade-offs, and performance shifts.

Team & Cross-Functional Leadership

• Lead and develop Strategy and Planning team members.
• Align with Analytics, Finance, Operations, and Agency partners to ensure strategic intent translates to execution.
• Ensure governance and accountability across planning and activation.
• Mentor, develop, and evaluate direct reports through effective delegation, performance reviews, and career development planning.

Required Skills & Experience

• 9+ years of integrated media planning & strategy experience, including leadership of multi-market/localized strategies.
• Hands-on ('keyboard') media planning and buying experience, complemented by agency-side expertise, with a strong background in automotive and/or retail marketing.
• Proven ability to manage teams, vendors, and large-scale budgets.
• Expertise in translating market insights into multi-channel strategies.
• Strong analytical, strategic, and leadership skills

Exciting Benefits and Perks Await You:

• Competitive compensation and 401k matching
• Enjoy a healthy work-life balance with insurance plans (health, dental, vision) and maternity benefits.
• Associate purchase and discount programs for new and pre-owned vehicles, services, parts, collision, accessories, and AutoGear
• Access amazing deals and discounts through YouDecide, a website with offers from top providers and retailers
• Join our DRVPNK mission to raise and donate millions of dollars to cancer research and treatment, partnering with cancer charities nationwide

AutoNation is one of the largest automotive retailers in the United States, offering innovative products, exceptional services, and comprehensive solutions, empowering our customers to make the best decisions for their needs. With a network of dealerships nationwide strengthened by a recognized brand, we offer a wide variety of new and used vehicles, customer financing, parts, and provide expert maintenance and repair services. Through DRV PNK, we have raised over $40 million for cancer-related causes, demonstrating our commitment to making a positive difference in the lives of our Associates, Customers, and the communities we serve.

AutoNation is committed to creating a diverse, equitable, and inclusive environment in our workplace and the services we provide. We welcome candidates from all backgrounds who are passionate about making a positive impact. Even if you do not meet every requirement, we encourage you to apply. Join our team and help us foster a culture of belonging while contributing to our revolutionary work in the automotive industry. We value innovation, teamwork, and a commitment to making a positive impact in the world.