Consumer Connections Director

About the role

The Director, Consumer Connections is responsible for leading the strategy, investment, and performance of all consumer-facing marketing channels across the company’s brand portfolio. This role serves as the enterprise leader for integrated communications and omni-channel engagement, ensuring that marketing investments effectively connect brands with consumers and shoppers across the full journey—from awareness through purchase.

Responsibilities

• Lead the development of integrated consumer connection strategies across the brand portfolio, ensuring alignment with business objectives and brand growth plans.
• Define full-funnel communication frameworks that guide how brands engage consumers across awareness, consideration, and purchase stages.
• Ensure marketing investments leverage best-in-class omni-channel strategies across TV, streaming, digital, social, audio, OOH, retail media networks, and emerging platforms.
• Identify new media opportunities and evolving consumer engagement platforms to maintain competitive advantage.
• Oversee strategic allocation and optimization of the company’s media investments to maximize return on marketing investment and brand growth.
• Establish clear KPIs and performance frameworks for consumer connection programs across all media channels.
• Leverage advanced measurement tools including marketing mix modeling, attribution, and test-and-learn frameworks to continuously improve media effectiveness.
• Provide senior leadership with strategic recommendations on investment allocation and media performance.
• Lead the strategy and execution of retail media and e-commerce marketing initiatives across key platforms including Amazon and major retailer media networks.
• Integrate retail media investments with brand media strategies to support the complete consumer-to-shopper journey.
• Oversee digital shelf content, retail search optimization, and commerce marketing programs designed to drive conversion and category share.
• Identify opportunities to leverage retailer data and partnerships to strengthen marketing performance.
• Own the strategic relationship with the company’s Media Agency of Record and other marketing partners.
• Lead agency scope development, commercial negotiations, and performance management.
• Conduct quarterly business reviews focused on performance improvement, innovation opportunities, and future growth initiatives.
• Ensure agency partners deliver strategic thinking, marketplace intelligence, and operational excellence.
• Serve as the company’s internal expert on consumer connections, omni-channel media strategy, and evolving marketing platforms.
• Partner with brand teams to embed consumer connection planning within annual marketing planning processes.
• Develop tools, frameworks, and training that elevate internal media literacy and enable stronger marketing decision-making.
• Lead cross-functional collaboration across marketing, sales, insights, digital, and finance teams.
• Strategic oversight of media investments across the company’s brand portfolio.
• Shared accountability with Brand Directors for marketing investment performance and growth outcomes.
• Collaborative ownership of annual media and commerce marketing budgets within the annual plan, working jointly with e-commerce and Shopper Marketing to align investment with business priorities.
• Leadership and governance of external agencies, technology partners, and media vendors.

Qualifications

• 10+ years of progressive marketing, media, or consumer engagement experience in CPG, retail, or related industries.
• Deep experience developing omni-channel media strategies across digital, traditional, and retail media environments.
• Proven ability to manage large marketing investments and deliver measurable ROI improvements.
• Experience leading agency relationships and cross-functional marketing initiatives.
• Advanced understanding of e-commerce marketing platforms and retail media networks.

Skills

• Strategic marketing leadership
• Data-driven decision making
• Strong analytical and measurement capabilities
• Exceptional cross-functional collaboration and stakeholder influence
• Deep understanding of modern consumer media ecosystems

Leadership Competencies

• Strategic and future-focused thinker
• Builder of modern marketing capabilities
• Champion of data-driven marketing decisions
• Collaborative enterprise leader
• Driver of marketing innovation

Benefits

• PTO package including vacation, wellness, personal, and pay it forward time off
• 13 paid holidays
• 401k with Company Match up to 8%, ranking in the top 1% of the country
• Annual Bonus potential and merit-based increases
• Comprehensive Health Insurance
• Annual well-being subsidy
• 20 weeks Maternity & 12 weeks Paternity leave options
• Sam's Club or Costco annual membership reimbursement
• Tuition-Free College Program or Free Continued Education (BA, Masters, etc.)
• Modest monthly candy allotment (Airheads, Airheads Xtremes, and Mentos)