Senior Director, Paid Media & Integrated Communications

Key Responsibilities

• Paid Media Strategy & Planning
  • Develop and execute full funnel paid media strategies across brand, retail, social, search, and DTC channels.
  • Translate brand and business priorities into integrated media plans that balance brand building and conversion.
  • Define channel roles and ensure alignment across traditional and digital platforms.
• Media Investment & Performance
  • Lead paid media investment strategy across multiple brands and product categories, including allocation, prioritization, and optimization.
  • Manage multi-million-dollar media budgets, ensuring investment drives both brand equity and commercial outcomes.
  • Drive data-driven planning and in-market optimization, leveraging RMNs, syndicated data, and performance analytics.
  • Partner with Insights & Analytics to establish measurement frameworks that connect media performance to sales and brand health.
• Media Agency Management
  • Lead the media agency partnership, ensuring alignment on priorities, execution, and deliverables.
  • Define and evolve the agency operating model, establishing clear roles, responsibilities, and ways of working across internal teams and agency partners.
  • Ensure consistent execution standards and best practices across brands and campaigns.
• Integrated Communications
  • Partner closely with earned and owned media leaders to ensure paid media is fully integrated into go-to-market plans.
  • Align media strategy with PR, social, influencer, and content strategies to maximize reach and impact.
  • Drive coordination across Brand, I&A, eStudios, and agency teams to deliver one integrated plan.
• Innovation & Capability Building
  • Champion media innovation, testing emerging platforms, evolving audience strategies, and new capabilities across the media landscape.
  • Stay ahead of consumer behavior shifts and translate insights into actionable strategies.
  • Build scalable frameworks, playbooks, and best practices to strengthen paid media capabilities across the organization.
• Team Leadership & Development
  • Lead, coach, and develop a high-performing media team.
  • Foster a culture of collaboration, accountability, and continuous improvement.

Required Competencies

• Strategic Integration: Ability to connect media plans to CPG business objectives, retail cycles, and consumer behavior.
• Commercial Acumen: Deep understanding of how media drives both brand equity and in-store/online sales in a highly competitive, price-sensitive market.
• Data Fluency: Experience with CPG-specific measurement tools and platforms (e.g.,Circana, retailer POS data, MMM, iROAS).
• Cross-Functional Leadership: Skilled in navigating matrixed organizations and aligning multiple stakeholders—from marketing to sales to retail partners.
• Agility & Foresight: Quick to respond to shifts in market trends, media technology, and consumer preferences.
• People Leadership: Strong ability to inspire, motivate, and guide teams through change and complexity. Skilled in talent development, performance management, and building inclusive, high-trust environments where individuals thrive and teams succeed.

Required Skills and Experience

• Bachelor’s degree in Marketing, Advertising, Communications, or related field
• 15+ years of media leadership experience in the CPG industry or adjacent verticals.
• Demonstrated success in managing large-scale, multi-channel media campaigns across brand, shopper, and retail media ecosystems.
• Deep understanding of CPG marketing calendars, innovation launches, and retailer-specific media activations.
• Well versed in analytics platforms such as Google Analytics, Circana, LiveRamp, DSPs, and RMNs such as Amazon, Walmart Connect, Kroger, etc.
• Strong track record in agency/vendor management, budget stewardship, and delivering ROI.