Director - Digital Media

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 build 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. J-18808-Ljbffr