Principal Program Lead, National Campaigns

Lead creative strategy, including messaging, storytelling, and channel roles

• Apply strong strategic judgment to evaluate inputs, challenge assumptions, and guide teams toward the most effective approach

• Clearly articulate the "why" behind strategic and creative decisions to build alignment across stakeholders

• Drive cross-functional alignment (brand, media, creative, analytics, product) to ensure fully integrated, insight-led campaigns

• Plan and activate across a modern media ecosystem, including digital, social, and emerging platforms

Campaign Leadership & Execution:

• Lead the end-to-end lifecycle of national advertising campaigns, from commissioning and managing concept development with creative partners to post-launch analysis .ensuring alignment from insight and strategy through execution and optimization

• Orchestrate internal teams and external agency partners to deliver cohesive, high-quality work

• Synthesize input from senior leaders and cross-functional stakeholders into clear, actionable direction that strengthens the work and maintains momentum

• Develop creative briefs that inspire breakthrough work, grounded in audience and business insights

• Ensure creative is optimized for platform-specific performance across paid, owned, earned, and emerging media channels

• Maintain the integrity of strategy and creative intent as work progresses through internal processes and feedback cycles.

• Ensure adherence to brand guidelines, legal requirements, and industry best practices.

Team Leadership & Development:

• Foster a collaborative and high-performing team environment.

• Operate effectively in ambiguity, proactively identifying gaps and driving progress

• Demonstrate resilience and stamina in managing high-visibility work with multiple stakeholders and competing priorities

• Provide clear direction, feedback, and support to team members

• Conduct regular performance reviews and facilitate professional development opportunities.

• Critical thinker who is proactive at filling gaps, communicating changes, and comfortable in the gray.

Performance Analysis & Optimization:

• Deliver on key performance indicators (KPIs) and establish robust measurement frameworks for all national campaigns.

• Integrate paid, owned, and earned media into cohesive strategies

• Inform and deliver on success metrics tied to business and customer outcomes

• Lead test-and-learn strategies across audience, creative, and media

• Translate performance into actionable insights and future strategy

• Prepare and present regular performance reports to senior leadership.

Budget Management:

• Manage and track national advertising budgets, ensuring efficient allocation of resources and adherence to financial targets.

• Lead agency partnerships (creative, media, production), providing clear direction and driving strategically aligned outcomes

• Negotiate scopes and contracts to ensure effective and efficient delivery

Required Qualifications (Knowledge, Skills, & Abilities)

• 6+ years of related work experience

• Proven ability to integrate business strategy, creative strategy, and media into cohesive campaign plans

• Experience leveraging first-party data and audience segmentation to drive effectiveness

• Demonstrated ability to lead through influence, synthesize complex inputs, and drive alignment across senior stakeholders

• Strong analytical and strategic thinking skills, with the ability to translate data into action

• Strong understanding of media planning, buying, and performance measurement with Experience working across modern media channels, including digital, social, influencer, and emerging platforms

• Demonstrated ability to lead creative strategy and integrated campaign development

• Strong understanding of data privacy and responsible data usage

• Exceptional leadership, communication, and interpersonal skills, with the ability to influence and collaborate effectively with diverse teams and stakeholders.

• Excellent project management skills, with the ability to manage multiple priorities in a fast-paced environment.

• Proficiency with advertising platforms, analytics tools, and project management software.

Preferred Qualifications (Knowledge, Skills, & Abilities)

• 10+ years of experience in advertising or marketing, including leadership of large-scale, multimillion-dollar national campaigns

• Production experience

Required Years of Experience

6

Preferred Years of Experience

10

Travel Requirements

20%

Required Level of Education

Bachelor's degree or equivalent experience

Preferred Level of Education

Master's Degree

Major/Concentration

Marketing, Advertising, Communications, or a related field.