Head of Media, eCommerce & Marketing Capabilities

About the role

Lead the strategy, capabilities, and operating model that enable profitable demand generation across Unilever’s U.S. Beauty & Wellbeing business. This role is accountable for building modern marketing capabilities that improve commercial performance across paid media, retail media, commerce, data, AI, and marketing effectiveness. The role partners closely with Brand, Sales, Finance, CMI, Digital Commerce, IT, Procurement and external agency partners to ensure marketing investment drives measurable business growth while continuously modernizing how marketing is planned, executed and optimized.

Responsibilities

• Own end-to-end paid media strategy across the U.S. Beauty portfolio.
• Allocate investment across channels and brands to maximize incremental growth.
• Lead annual media planning, investment governance and performance management.
• Ensure media strategy supports both long-term brand equity and short-term commercial objectives.
• Lead retail media strategy across key customers including Amazon, Walmart, Target and other retail partners.
• Drive full-funnel media approaches that connect off-platform demand generation with retailer conversion.
• Partner with eCommerce teams to improve digital shelf performance, incrementality and ROAS.
• Shape investment strategies that integrate commerce, media and shopper marketing.
• Own marketing measurement ecosystem including MMM, attribution, incrementality testing, brand lift and campaign analytics.
• Translate complex diagnostics into clear commercial recommendations for senior leadership.
• Establish consistent performance frameworks and KPIs across brands.
• Drive continuous optimization of media investment effectiveness.
• Lead adoption of AI-enabled marketing capabilities across the organization.
• Identify opportunities to automate workflows, accelerate insight generation and improve decision quality.
• Sponsor development of internal AI solutions that improve marketing productivity and competitive advantage.
• Partner with technology teams to evolve marketing operating models for an AI-first future.
• Define the long-term capability roadmap across media, retail media, measurement, data and AI.
• Introduce best practices, playbooks and governance that improve organizational capability.
• Lead education initiatives for marketers and cross-functional partners.
• Continuously evaluate emerging platforms, technologies and industry trends.
• Lead relationships with integrated media agencies and strategic technology partners.
• Establish performance expectations, governance routines and operating rhythms.
• Ensure agencies deliver both strategic thinking and operational excellence.
• Drive continuous improvement across external partnerships.
• Serve as the connective tissue between Brand, Commerce, Sales, CMI, Finance, Technology and Procurement.
• Align marketing investments with broader commercial priorities.
• Simplify complex topics for executive stakeholders and influence enterprise decisions.
• Represent marketing capabilities with senior leadership across North America.
• Lead and develop a high-performing team across media, retail media and marketing capabilities.
• Foster a culture of curiosity, accountability, experimentation and continuous learning.
• Coach future leaders and build specialist expertise across the organization.
• Establish clear operating rhythms, priorities and decision rights.

Success Measures

• Media Attributed Sales
• Retail media performance
• Marketing productivity improvements
• Adoption of AI-enabled capabilities
• Marketing effectiveness maturity
• Capability development across the organization
• Agency performance and governance

Qualifications

• 10+ years leading media, digital marketing, commerce or marketing transformation within a complex CPG or consumer organization.
• Deep expertise across paid media, retail media, marketing measurement and digital commerce.
• Experience leading organizational capability building and operating model transformation.
• Strong commercial acumen with the ability to connect marketing investment to business outcomes.
• Proven experience influencing