Director of Digital Media

Summary:

The Director of Digital Media will own the full-funnel paid media strategy across paid search, paid social, programmatic, CTV/OTT, and retail media to drive brand awareness, customer acquisition, and both ecommerce and in-store performance. This role leads budget management, advanced measurement and incrementality, and cross-functional collaboration to ensure media investments deliver measurable business impact. The ideal candidate combines deep hands-on channel expertise with strong analytical, leadership, and strategic planning skills.

Essential Functions:

Paid Media Strategy & Channel Ownership

• Own end-to-end paid media strategy across paid search, paid social, programmatic display, CTV/OTT, YouTube, and retail media
• Develop integrated, full-funnel media plans that support brand awareness, demand generation, store traffic, and ecommerce conversion
• Balance always-on performance campaigns with promotional and seasonal bursts aligned to merchandising priorities
• Continuously evaluate and test new channels, formats, and partners to drive incremental growth
• Develop audience strategies using first-party data, CRM, geo-targeting, and lookalike modeling

Measurement, Analytics & Incrementality

• Own paid media performance measurement across channels, including ROAS, CPA, CAC, store visits, and revenue lift
• Move beyond last-click attribution by implementing and using multi-touch attribution, media mix modeling, and incrementality testing
• Partner with creative teams to test and scale high-performing ad concepts and formats
• Partner with analytics and finance teams to connect media investment to business outcomes
• Build clear, executive-ready reporting that tells the performance story and informs investment decisions

Budget Management & Optimization

• Own and manage significant paid media budgets with a focus on efficiency, scalability, and return
• Allocate spend dynamically based on performance, seasonality, and market-level opportunity
• Forecast results, identify risks, and proactively adjust plans to hit revenue and traffic goals
• Manage agency partners and vendors to ensure accountability, transparency, and performance

Leadership & Cross-Functional Collaboration

• Lead and develop internal digital media team members and agency partners
• Collaborate closely with Brand, Creative, Analytics, Lifecycle, and Website teams
• Ensure paid media strategies align with onsite experience, promotions, inventory, and store-level realities
• Champion a test-and-learn culture with disciplined experimentation and clear learnings

Supervisory Responsibilities:

This position does not have direct supervisory responsibilities at this time.

Qualifications:

• 10 years of experience in paid media or performance marketing, preferably in omnichannel retail
• Deep hands-on expertise across paid search, paid social, programmatic, and CTV
• Experience managing large, complex media budgets with accountability for business results
• Strong understanding of attribution, incrementality, and omnichannel measurement
• Proven ability to drive both ecommerce performance and offline/store outcomes
• Experience working with agencies and cross-functional internal teams
• Excellent analytical, communication, and leadership skills

Work Environment:

This is a hybrid role, with a mix of in-office and remote work as scheduled by the VP of Digital Marketing & Media.

Physical Demands:

The employee may be required to sit for extended periods, use a computer, and participate in meetings. Occasional standing, walking, and lifting may be necessary

Travel:

This role will require travel as needed.

Position Type/Expected Hours of Work:

This is a full-time position working general business hours but may be required to adjust the schedule to support the needs of the business.

This job description is intended to convey information essential to understanding the scope of this position. It is not intended to be an exhaustive list of qualifications, skills, duties, or responsibilities associated with the role.

Equal Opportunity Employer Statement

We are an Equal Opportunity Employer and do not discriminate against any employee or applicant for employment because of race, color, religion, sex, sexual orientation, gender identity, national origin, age, disability, genetic information, marital status, veteran status, or any other protected status under applicable law