Responsibilities

• Own strategy and stewardship of $60–80M in annual media investment, establishing allocation across channels, customers and business priorities to drive store and eCommerce sales, ROAS and incremental ROAS.
• Lead annual, seasonal and in-quarter forecasting, budget management and pacing, dynamically shifting investment based on performance, business trends, retail priorities and incremental opportunity.
• Partner with Finance and Analytics to connect media investment to business outcomes through MMM, LTC, incrementality and attribution, translating measurement into clear investment decisions.
• Develop integrated media strategies aligned to the retail calendar and business cycle, including key events, promotions, category priorities, store needs and eCommerce growth opportunities.
• Orchestrate investment across Search, Shopping, Social, Affiliate, Programmatic and emerging channels, understanding the distinct role each plays across awareness, consideration, traffic and conversion.
• Balance short-term business needs with longer-term growth, ensuring media can flex quickly to support changing sales trends, inventory opportunities and enterprise priorities.
• Lead the use of first-party customer data, third-party data and platform signals to advance audience strategy, personalization, acquisition and customer growth.
• Develop strategies that differentiate investment, messaging, products and experiences based on customer cohorts, lifecycle, behavior and business opportunity.
• Build a deep partnership with Owned Media to orchestrate Paid and Owned customer experiences, optimizing contact strategy, audience activation and the role of each channel across the customer journey.
• Lead the continued transformation of Belk’s paid media capabilities, identifying opportunities to modernize channels, technology, measurement, operating models and ways of working.

Requirements

• 10+ years of progressive experience in paid media, performance marketing or integrated media, including leadership of significant $50M+ media investments in retail or another high-volume consumer business.
• Deep cross-channel expertise with demonstrated understanding of store and eCommerce growth, retail business cycles, first- and third-party data, audience strategy and personalization.
• Strong financial and analytical acumen with expertise in forecasting, budget management, MMM, LTC, attribution, ROAS and incremental ROAS.
• Demonstrated success leading media transformation, channel expansion and adoption of new capabilities.
• Proven ability to lead agencies, platforms, teams and senior cross-functional stakeholders through complex business priorities.
• Ability to translate customer, media and business performance into decisive recommendations on where to invest, when to shift and how to drive incremental growth.
• Strong leadership and team development skills.
• Track record of gaining collaboration and alignment across diverse, cross-functional teams.