Offline Media Marketing Manager

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