Associate Vice President, Paid Media

Responsibilities

• Own the annual paid media plan, investment approach, roadmap, and planning calendar, translating strategic direction into full-funnel plans that balance brand building, demand generation, performance, and lifecycle objectives.
• Lead planning, activation, and optimization across video, CTV, OOH, display, audio, search, social, app, affiliate, commerce media, and emerging platforms, making timely in-flight decisions on channel mix and performance.
• Build out the Retail Media practice to drive new customer acquisition across channel expansion partners such as Amazon, Ulta, and TikTok Shop, partnering with Commercial, Marketing, and ecosystem partners on growth plans, measurement, and test-and-learn roadmaps.
• Connect media with Social, CRM, Loyalty, E-commerce, and Partnerships to create a seamless customer journey.
• Drive adoption of a multi-layered measurement framework, partnering with Analytics, Consumer Insights, Finance, and agencies to turn performance data and incrementality learnings into investment recommendations and executive-ready insights.
• Lead agency, platform, and technology partner relationships, setting clear standards for planning, testing, optimization, reporting, and performance accountability.
• Advance AI-enabled capabilities, automation, and audience-led planning to improve targeting, personalization, optimization, and efficiency, scaling successful pilots into everyday capabilities.
• Develop investment scenarios and recommendations that clearly frame tradeoffs, risk, and expected business impact for senior leadership.
• Lead, develop, and grow a high-performing paid media team, building capabilities in strategic planning, full-funnel investment, measurement, and AI-enabled optimization while fostering a culture of experimentation and continuous improvement.

Requirements

• 15+ years of progressive experience in paid media, integrated or performance marketing, digital marketing transformation, or media strategy; retail, consumer product, or highly customer-centric business experience preferred.
• 7+ years leading media teams, agency partnerships, and platform relationships.
• Proven success managing significant media budgets across brand and performance channels, with accountability for effectiveness, efficiency, and commercial outcomes.
• Deep expertise in media planning, investment strategy, audience development, measurement, and modern adtech/martech, including AI-enabled solutions and automation.
• Ability to translate business objectives into integrated media strategies and influence senior executives and cross-functional partners across Finance, Analytics, Technology, CRM, E-commerce, Brand, and Commercial.
• A commercially rigorous systems thinker who connects audience, creative, data, and measurement to business outcomes and explains media impact in terms leaders and Finance can act on.
• A builder and coach who elevates team capability and leads effectively through ambiguity and change.
• Bachelor's degree or equivalent experience.

Benefits

• Robust medical, dental, vision and pharmacy coverage. Plus, access to our onsite wellness center and pharmacy located at the Columbus, OH home office.
• No-cost mental health and well-being support through our Employee Assistance Program (EAP).
• 401(k) with company match and Associate Stock Purchase Program with discount.
• Opportunity for paid time off, paid parental leave and access to family building benefits.
• Home, auto and pet insurance and a company-provided Care.com subscription.
• Tuition reimbursement and scholarship opportunities for post-secondary education.
• Enjoy complimentary products and a 40% merchandise discount so you can experience and share the brand you love.
• Visit bbwbenefits.com for more details.