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Associate Director, Performance Media

Wella Company · New York, United States · 6 days ago
Marketing$135k–$170k/yrFull-time

About the role

The Associate Director, Performance Media will own and scale Wella’s precision media engine across Amazon, DTC brand sites, and TikTok Shop. This role is accountable for media that directly drives revenue, focusing on efficiency, incrementality, and measurable commercial outcomes.

Key Responsibilities

  • Performance Media Strategy & Revenue Accountability

    • Own performance media strategy across Amazon Ads, DTC paid media, and TikTok Shop, with clear accountability to revenue, ROAS, and contribution margin.
    • Define channel-specific media objectives tied to business goals (traffic growth, NTB acquisition, conversion lift, repeat purchase).
    • Ensure media investment decisions are grounded in incrementality, efficiency, and commercial impact.

  • Amazon & Retail Media Leadership

    • Lead Amazon media planning and execution in close partnership with Amazon sales and retail teams.
    • Optimize Ads against retail readiness, promotional moments, and inventory realities.
    • Partner with Sales to align media pressure with pricing, promotions, and key retail moments.

  • DTC & TikTok Shop Performance Media

    • Own paid media strategy for Wella’s DTC brand sites, driving efficient acquisition, retention, and LTV growth.
    • Scale TikTok Shop media in partnership with social commerce, content, and creator teams, with a clear test-and-learn mindset.
    • Ensure consistency in measurement and performance standards across all platforms.

  • Media Creative & Performance Content

    • Own briefing and managing performance media creative across Amazon, DTC, and TikTok Shop, ensuring all assets are designed to drive revenue and conversion.
    • Lead creative testing and iteration (messaging, formats, hooks) in close partnership with Brand and agencies, scaling winners and cutting underperformers fast.
    • Ensure tight alignment between media creative, audience strategy, and commercial moments (promos, launches, peak events).

  • Measurement, Analytics & Optimization

    • Define and track performance KPIs including ROAS, CAC, LTV, NTB, traffic quality, and conversion rate.
    • Partner with Analytics and Finance to improve attribution, forecasting, and media ROI transparency.
    • Translate insights into clear optimization actions and forward-looking investment recommendations.

Qualifications

  • 7–10+ years of experience in performance media, digital marketing, or eCommerce growth roles.

  • Deep hands-on experience with Amazon Ads, retail media networks, and DTC performance channels.

  • Strong understanding of media economics, attribution, and revenue-driven optimization.

  • Proven ability to manage media budgets tied directly to sales outcomes.

  • Highly analytical, comfortable working with data, dashboards, and financial metrics.

  • Strong communicator with the ability to partner effectively with Sales, Finance, and senior stakeholders.

  • Experience in beauty, CPG, or a fast-moving consumer environment strongly preferred.

Specialized Skills Required

  • Performance & Analytics: ROAS, CAC/LTV, NTB, attribution, incrementality testing

  • Retail Media Expertise: Amazon Sponsored Ads, DSP, retail media planning

  • Commercial Acumen: Revenue forecasting, margin awareness, investment trade-offs

  • Execution: Hands-on optimization, testing frameworks, performance reporting

  • Collaboration: Cross-functional influence, agency management, stakeholder alignment

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