Director Integrated Media & Content

About the Role

Leads integrated brand, social, and commerce media plus content strategy and execution across the entire Wells-Ferrero portfolio of brands. This role partners cross-functionally with Brand, Customer, and Insights teams to orchestrate A&P investment to seamlessly drive consumers across the purchase journey while delivering commercial results. The position also oversees strategic agency relationships, establishes frameworks and playbooks, and develops performance and reporting standards. Advances modern marketing capabilities by integrating Retailer Media Networks, scaling in-house content and influencer strategies, and developing audience-first approaches through CRM, personalization, and optimized marketing technology.

Responsibilities

• Lead annual integrated media planning and strategy across the Wells portfolio of brands.
• Develop paid media principles and playbook to inform annual IMC planning process.
• Collaborate with Brand team leaders to align on marketing budget scenarios and requirements to deliver business objectives and commercial plan.
• Develop media upfront strategy and requirements for Media Agency to effectively represent Wells Ferrero during upfront negotiations.
• Translate brand “big idea” into full-funnel media strategies and plans in partnership with Media Agency, including role of retail media.
• Lead IMC “stage gate” process to translate brand strategy brief and “big idea” into full-funnel strategy across purchase journey.
• Own brand media target development in partnership with Media Agency.
• Own Media Agency briefing process and deliverables within Integrated Agency Team (IAT) annual brand planning.
• Lead development of campaign learning agenda and measurement plan.
• Align leadership to cadence of performance reports and present performance updates to leadership stakeholders.
• Accelerate Modern Content Capabilities across digital touchpoints:
  • Support acceleration of Wells Ferrero “Modern Content Engine” that includes in-house organic social, paid influencer, and creative versioning & optimizing capabilities.
  • Bring Modern Content planning “upstream” in annual IMC planning process and create frameworks for role of “traditional brand creative assets” and “socially native” creative assets within full funnel media planning.
  • Define principles and learning agenda across content types (i.e., traditional brand content vs. social native content) to understand role within purchase journey.
• Accelerate Retail and Commerce media capabilities:
  • Develop organization POV and planning principles for retail media investment to support mutual delivery of brand campaign and customer plan objectives.
  • Partner with direct team members and cross-functional partners to support eCommerce growth and Digital Shelf excellence.
  • Develop shoppable media strategy and required capabilities (i.e., add-to-cart functionality) for national brand campaigns.
• Lead collaboration with Global Ferrero Group and Ferrero USA stakeholders:
  • Collaborate with Ferrero USA stakeholders to support “power-brand” and portfolio activation.
  • Lead relationship with Ferrero Group Global media team to socialize plans, partner on Wells Ferrero planning and buying parameters.
  • Partner with Global Ferrero Group to establish Wells Ferrero media strategy and support requirements, including media agency team structure and dedicated support.
• Advance media and campaign planning and execution capabilities:
  • Drive development of data strategy including 1P (CRM) and 3P (retail media network, publishers, etc.) to inform advanced targeting strategy and personalization at scale efforts.
  • Build measurement strategy and KPI frameworks, across full funnel, to drive both in-year/in-flight optimization and gain learning to inform annual IMC planning process.
  • Manage and optimize IMC “stage gate” process through collaboration with cross-functional and agency partners.
  • Manage team of direct reports and build tight partnership with Shopper Marketing, Brand, and Insights counterparts to further increase cohesion of integrated full-funnel planning process.
  • Drive organizational education and thought leadership to upskill marketing org and ensure Wells Ferrero remains a “digital leader” within the category.

Qualifications

• Bachelor’s degree in marketing, business, communications, or a related field (an MBA is often preferred).
• 10–12+ years of progressive experience in media strategy, integrated marketing, or brand marketing, with a strong background in leading cross-channel campaigns, managing agency partnerships, and driving data-led decision-making.
• Proven experience in digital media, Retailer Media Networks, CRM and personalization, and modern content (social/influencer) is important, along with demonstrated leadership managing teams, cross-functional collaboration, and overseeing complex planning processes and budgets.
• Deep understanding of integrated media strategy, including paid, owned, and earned channels, as well as experience with Retailer Media Networks, CRM, and personalization.
• Strong knowledge of full-funnel marketing, content ecosystems (social, influencer, and traditional), and media measurement frameworks, with familiarity in marketing technology stacks and analytics-driven planning.
• Strong strategic thinking and media planning skills, with the ability to translate business objectives into actionable marketing plans.
• Excellent communication and collaboration skills to influence cross-functional teams and agency partners, along with expertise in data analysis, scenario planning, and budget management.
• Proven ability to build frameworks, playbooks, and scalable processes.
• Ability to lead and inspire teams while managing complex, multi-channel initiatives across a portfolio of brands.
• Capable of balancing long-term strategy with executional excellence, driving innovation in modern marketing approaches, and adapting to a fast-paced, evolving media landscape.
• Strong decision-making ability grounded in data, with a focus on delivering measurable business impact.

Pay

The base pay range for this position is $132,213 to $213,004 annually. Actual compensation will be determined based on location, experience, skills, qualifications, and other job-related factors permitted by law.

About Us

Wells Enterprises, a Ferrero company, is one of the largest ice cream manufacturers in the United States and the maker of well-loved brands including Blue Bunny, Halo Top, Bomb Pop, and Blue Ribbon Classics, as well as Trolli, Butterfinger, 100Grand, Baby Ruth, Nutella, and Kinder Bueno. Wells Enterprises is a $2 billion company employing 4,000 employees across 4 production plants and 2 main hub locations, Chicago and Le Mars. Guided by innovation, quality, and a people-first mindset, Wells is committed to delighting consumers and developing exceptional teams. As part of the Ferrero Group, Wells combines its strong U.S. heritage with Ferrero’s global standards of excellence, offering a unique opportunity to grow within a dynamic, values-driven, and international environment. At Wells, our people—and their experience—sit at the heart of our ambition.

Benefits

At Wells, we’re proud to support our employees with comprehensive benefits that enhance health, financial wellness, and include paid time off (PTO). Eligible employees may also receive an annual incentive bonus based on Company performance.