Director, Digital Media

JOB SUMMARY

The Director of Digital Media and Strategy is responsible for oversight of all digital media/advertising related marketing activities – including the creation, optimization and execution of our media measurement strategy. The Director is responsible for delivering the strategy and execution for all digital media (paid + organic) leveraging the right mix to achieve results and lead the broader media team in performance attribution and optimization toward the most incremental tactics.

 ESSENTIAL DUTIES AND RESPONSIBILITIES

·       Develop and execute comprehensive paid digital marketing strategies across various channels, including search, display, video, social media, and programmatic advertising

·       Responsible for maximizing return of $40M annual digital advertising budget

·       Ownership of holistic search marketing function, across both paid and organic search, finding the right balance to deliver business results

·       Optimize campaigns to maximize incremental volume and achieve targeted cost per conversion metrics

·       Continuously refine the media mix based on historical performance data, changing market conditions, and shifting consumer behaviors

·       Use data and insights to make informed budget allocation decisions between digital platforms to maximize business results and optimize performance across each stage of the customer journey

·       Utilize the Media Mix Modeling (MMM) and performance analytics to optimize media across channels, focusing on maximizing reach, consideration, and conversion metrics

·       Develop and implement a "test and learn" framework to experiment with new platforms, creative formats, bidding strategies, and audience segments

·       Leverage findings from experiments to drive continuous improvement and inform future media strategies.

·       Partner with Brand team to constantly test new creative across platforms and provide feedback on what is working/not working to drive advertising effectiveness

·       Responsible for organic content strategy development and creation, delivering on-brand content that is optimized to drive more traffic and ultimately conversion

·       Oversees accounting and accrual of holistic media budget, collaborating with Finance to timely close each month and built appropriate forecasts. Accountable for digital media/advertising budget, responsible for managing investment to drive business results

·       Ensures timely and relevant reporting to agency and internal business partners – delivering actionable insights throughout organization and with vendors/agency partners during regular meetings or updates

·       Oversee, coach, and mentor a high-performing team of media and content specialists

·       Work cross functionally with the eCommerce team, creative, brand, Corporate Ops marketing team and others to create, implement and optimize integrated campaigns that deliver against business goals

·       May perform other duties and responsibilities as assigned

JOB QUALIFICATIONS: Education & Experience Requirements

·       Bachelor degree in Marketing, Advertising, Finance or related Business degree

·       10 - 15+ years’ experience in marketing leading the development of paid media strategy, digital advertising, media measurement and content

·       10 - 15+ years’ experience in project and/or account management and/or management of an in-house and outsourced team

·       Candidates must have deep experience with: Excel; Google Analytics; online media platforms (preferably Google Ads, Meta Ads, YouTube Ads, The Trade Desk) and media measurement models (MMMs and incrementality testing methodologies)

·       Expertise in analyzing large volumes of data and making key business decisions in a fast-paced, dynamic environment. Agency management experience is extremely helpful. 

·       Possess math skills sufficient to perform required duties

 

·       Or an equivalent combination of education, training or experience