Manager, Media, Tim Hortons

About the Role

The Manager, Media will serve as a hands‑on strategic partner and day‑to‑day owner of paid media planning, execution, and performance analysis across Tim Hortons’ US media program. The role sits at the intersection of agency management, data‑driven audience strategy, and campaign analytics. It requires someone who can independently probe agency recommendations, pressure‑test channel allocations, and translate performance data into actionable business decisions.

The media team drives strategy, execution, and innovation across all paid media touchpoints—TV, CTV, OLV, Display, Social, Audio & OOH. It translates big‑picture business challenges into media solutions measured by KPIs including revenue, conversions, leads, and traffic. It also works proactively with the field marketing team to align regional and local media and continuously improves media operations.

RBI follows a five‑day, in‑office schedule to support collaboration. Successful candidates will be expected to work onsite five days per week.

• Serve as a key contact for our media agency (PHD), reviewing and challenging recommendations across all channels including OTT, OLV, Social, Audio, Search, and OOH.
• Evaluate media plans with a critical eye—identifying gaps in rationale, frequency saturation risks, or budget allocation inefficiencies before they become problems.
• Manage budget pacing and allocation across multiple concurrent campaigns, including mid‑flight reallocations and holdbacks.
• Conduct year‑over‑year budget analysis with proper contextualization (campaign timing shifts, market changes, mid‑flight pulls) to accurately assess spend trends.
• Lead campaign briefings, flighting discussions, and plan reviews with agency partners, ensuring alignment on objectives and audience targeting.

• Own campaign wrap analysis while working with agency across all paid channels—going beyond surface metrics (CPM, impressions) to evaluate reach efficiency, frequency curves, and cost‑per‑outcome against campaign KPIs.
• Analyze media effectiveness across geographies and campaigns.
• Support a test‑and‑learn agenda to measure media incrementality and optimize channel mix.
• Work with broader Marketing Analytics team, Media team, and media agency to manage and act on results of a Media Mix Model (MMM).
• Deliver recurring reports, such as weekly sales slides and monthly preview decks, to inform leadership on key trends and opportunities.

• Manage first‑party audience strategy in collaboration with the agency, including activation of Core guest retention segments, 1P lookalike expansion for new audience acquisition, behavioral trigger‑based targeting, and measurement feedback loops.
• Lead Marketing Tech Stack oversight from the Tim Hortons US side, working closely with TH Canada and the agency.
• Monitor measurement gaps with key platforms such as Singular.

• Lead channel mix recommendations using actual performance data.
• Challenge recommendations that don’t align with the brand’s strategic direction (shifting from frequency‑first/Core‑retention to reach‑oriented/CSC acquisition).
• Manage geographic media strategy across established and new markets, including DMA‑level budget allocation and market‑specific performance benchmarks.

• 5+ years of experience in total media planning.
• Demonstrated experience independently reviewing and challenging agency media plans, not just executing against them.
• Hands‑on experience with first‑party audience strategy—understanding of lookalike modeling, audience segmentation, and how 1P data integrates into paid media activation.
• Strong analytical skills: comfortable working from raw campaign data to identify performance trends, efficiency gaps, and budget optimization opportunities.
• Experience managing multi‑million dollar media budgets across concurrent campaigns with competing priorities.
• Strong cross‑functional collaboration to manage numerous stakeholders including finance, analytics, and agency.

Benefits at all of our global offices focus on…