Media & Operations Lead

Performance Media & Operations Lead

** Overall

Job Summary *
* The Senior Manager, Performance Media & Operations leads Tractor Supply Company's in-house performance media discipline, overseeing strategy, activation, and infrastructure across search, programmatic, paid social, and affiliate marketing channels. This role is responsible for maximizing performance efficiency and measurement accuracy across all paid digital media, ensuring every dollar spent drives measurable traffic, sales, and ROAS improvement.

In addition to managing a ~$25MM media investment, this leader is accountable for the technical and operational backbone of performance marketing, including pixel governance, product feed management, signal and tagging infrastructure, API integrations, and cross-platform data alignment. The Sr. Manager serves as the bridge between media activation, data engineering, analytics, and eCommerce teams to ensure precise attribution, automation, and future-proofed marketing measurement.

** Essential Duties and Responsibilities (Min 5%)*
* ** Strategy & Leadership*
* + Lead the strategic planning, execution, and optimization of Tractor Supply's performance media channels, including SEM, programmatic display, paid social, and affiliate marketing.

+ Develop a unified media and measurement roadmap aligned with company growth objectives, ensuring synergy across omnichannel initiatives.

+ Partner with Finance, eCommerce, and Omni to forecast investment impact, optimize spend allocation, and deliver measurable outcomes against revenue and ROAS goals.

+ Collaborate with brand and merchandising teams to align performance media activation with key seasonal and promotional moments.

** Advertising Operations & Technology*
* + Oversee pixel management, tagging, and data signal accuracy across  and digital platforms.

+ Lead product feed and catalog management, ensuring accurate, optimized, and enriched data powering paid search, shopping, and social commerce campaigns.

+ Manage the ad tech and measurement stack, including Google Ads, Google Marketing Platform, Adobe Analytics, and tag management systems (e.g., GTM, Tealium).

+ Partner with IT and Data Engineering to design and maintain server-side tagging, data layer integrity, and marketing API integrations.

+ Implement privacy-compliant measurement solutions, including enhanced conversions, Meta Conversions API, and clean room integrations.

** Channel & Partner Management*
* + Own and manage performance across SEM, shopping, and programmatic channels, continuously testing and evolving tactics to improve efficiency.

+ Oversee the affiliate marketing program in partnership with Tractor Supply's Digital andOmni teams, managing publisher relationships, optimizing commission structures, and ensuring content alignment with brand objectives.

+ Evaluate and onboard emerging ad tech solutions to improve targeting, automation, and creative delivery.

** Cross-Functional Collaboration*
* + Act as the operational and strategic conduit between marketing, analytics, IT, and eCommerce, ensuring alignment on tracking, data, and insights.

+ Collaborate closely with internal analysts to ensure robust, automated reporting and attribution models that connect media performance to business outcomes.

+ Champion a culture of test-and-learn, driving experimentation across creative, targeting, and measurement frameworks.

** Team Leadership*
* + Manage and mentor a high-performing team of media and ad operations specialists.

+ Foster skill development in both strategic planning and technical execution.

+ Promote collaboration, accountability, and innovation across media and marketing operations **.*
* ** Required Qualifications*
* Experience:

7+ years of digital marketing, performance media, or ad operations experience in an omnichannel or retail environment. 5+ years of leadership experience managing multi-channel media budgets exceeding $10MM.

Education:

Bachelor's degree in Business, Marketing, Communications, or related field required;
Master's degree preferred.

Professional

Certifications:

Google Ads, GMP, or Adobe certifications a plus.

** Preferred knowledge, skills or abilities*
* Other Knowledge, Skills, and Abilities:

+ Proven expertise in Google Ads, Merchant Center, Adobe Analytics, and programmatic DSP platforms.

+ Strong understanding of product feed management, data layer structure, and conversion signal architecture.

+ Experience implementing server-side tagging, API-based measurement, and data clean room integrations.

+ Working knowledge of CDPs, audience orchestration, and marketing automation frameworks.

+ Deep analytical mindset with the ability to translate technical complexity into strategic insight.

+ Excellent cross-functional communication skills and comfort leading through influence.

+ Demonstrated ability to balance short-term optimization with long-term data infrastructure strategy.

** Working Conditions*
* + Normal office working conditions

** Physical Requirements*
* + Sitting

+ Walking

+ Standing (not walking)

**…