Kapitus is a reputable company specializing in small business financing, seeking an Offline Media Marketing Manager who excels in managing non-digital media channels. The role focuses on optimizing campaigns across various offline media to maximize ROI and requires collaboration with cross-functional teams to ensure effective execution and measurable impact.
Responsibilities:
- Develop, manage, and optimize campaigns across offline media channels, including linear TV, CTV/OTT, radio, podcasts, direct mail, to maximize return on ad spend (ROAS) and cost-per-acquisition (CPA) targets
- Own the end-to-end campaign lifecycle for offline channels: strategy, media planning, measurement, and optimization
- Continually identify and design test-and-learn experiments (A/B tests, station mix, geo-lift studies, holdout tests, incrementality analyses) to improve spend efficiency and prove channel effectiveness
- Monitor and analyze campaign performance, delivery pacing, and profitability on an ongoing basis; develop actionable insights and present recommendations, including data-driven decisions on station/network mix optimization and audience segment targeting
- Analyze campaign and channel-level data to build comprehensive performance reports that demonstrate impact, conversions, and attribution across multiple metrics; including lift insights, media mix contribution, cost-per-acquisition, reach/frequency, brand awareness, and cross-channel influence
- Collaborate with the Creative and Content teams to develop compelling scripts, ad creative, direct mail pieces, and audio/video assets tailored to each offline channel
- Stay well-informed of the latest trends, technologies, and best practices in offline and emerging media (e.g., programmatic TV/CTV, addressable TV, dynamic audio, personalized direct mail) and make insightful business decisions based on a deep understanding of the landscape
Requirements:
- Bachelor's or Master's degree in Marketing, Business, Communications, or a related field
- 5–8 years of hands-on experience planning, buying, and optimizing offline media channels such as linear TV, CTV/OTT, radio, podcasts, direct mail
- Proven track record of driving measurable customer acquisition and brand lift through offline media channels
- Strong understanding of offline media measurement methodologies: matched market analysis, incrementality testing, and brand lift studies
- Experience with CRM platforms (e.g., Salesforce) and Google Analytics
- Familiarity with the intersection of offline and digital media, understanding how offline channels drive online behavior and how to measure cross-channel impact
- Strong knowledge of the offline media landscape and campaign lifecycle management across TV, radio, podcasts, and direct mail
- Highly analytical with the ability to translate complex data into clear, actionable business recommendations
- Excellent verbal and written communication skills; ability to present to senior leadership and cross-functional stakeholders
- Working knowledge of Microsoft Suite, CRM (Salesforce), and Google Analytics
- Strong organizational skills with the ability to manage multiple campaigns and priorities simultaneously
- Ability to deal with ambiguity, adapt quickly, and thrive in a fast-paced environment
- Ability to collaborate and build relationships effectively across the organization
- Self-starter with intellectual curiosity and a problem-solving mindset
- Ability to leverage AI tools or agents to support research, analysis, or reporting workflows
- A strong sense of accountability and ownership of results
- Creative thinker who can identify innovative ways to reach target audiences through non-digital channels
- Experience marketing services to small business owners is a plus