Responsibilities

• 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
• 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
• 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
• 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

Requirements

• 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