Sr Director II, Connections & Media - Stills

Sr Director II, Connections & Media – Stills

This person will report to the VP of IMX. The Sr. Director II, Connections & Media – North America, translates the VP’s unified media vision into actionable strategies and high-impact media plans across the North America Operating Unit (NAOU). This role leads the strategic and operational execution of media initiatives across both brand (upper-funnel) and commerce (lower-funnel) touchpoints, ensuring our media ecosystem is audience‑led, data‑driven, and delivers against business objectives.

The Sr. Director II oversees end-to-end media planning, investment, and activation across paid, earned, owned, and shared channels, in close partnership with Brand, IMX, and FLM/Commercial teams. This leader manages internal media teams and external agency partners to achieve excellence in execution, driving innovation in areas like retail media networks, shoppable media, and AI‑powered targeting. Critically, the Sr. Director II embeds robust measurement and analytics in all plans to optimize performance and clearly demonstrate media’s impact on revenue growth, brand equity, and consumer engagement.

• Team Leadership
• Enterprise capability building
• Advanced media expertise to advise and influence investments to drive ROI
• Agency leadership
• 1/2/3 party data expertise and governance
• Measurement & analytics
• Brand safety and governance
• Enablement via technology

What You’ll Do For Us

• Holistic Media Strategy & Planning: Turn the unified media vision into integrated, actionable media plans for NAOU. Lead the development of omni‑channel media strategies that align with brand marketing objectives and commercial goals. Ensure each plan is audience‑centric and platform‑specific, building best‑in‑class connection plans across paid (TV, digital, mobile, search, OOH, print), earned (PR, influencers, organic social), owned (websites, apps, packaging, loyalty platforms), and shared (retail partnerships, shopper touchpoints) channels.
  
  Balance upper‑funnel brand‑building tactics with lower‑funnel commerce and conversion‑driving tactics in a cohesive plan.
• Media Investment & Activation Oversight: Oversee the end‑to‑end media buying and activation process across all channels, ensuring efficient investment and high‑impact execution. Lead the development of media budget allocation and channel mix recommendations, guided by data and past performance. Direct media investment strategy and negotiations – including emerging areas like retail media networks and shoppable media – working closely with media agencies and vendors to secure optimal deals and value‑added opportunities.
  
  Manage day‑to‑day execution through agency partners, ensuring campaigns launch on time and deliver against KPIs. Continuously monitor in‑flight media performance (pacing, quality, brand safety), and adjust tactics or spend as needed to maximize ROI and yield.
• Data‑Driven Audience Planning & Insights: Leverage business and consumer data to inform smarter media planning and audience targeting. Work with Analytics and Data Science teams to interpret customer insights, purchase behavior, and segmentation studies, shaping audience strategies that pinpoint who we should engage, when, and on which platforms. Apply advanced analytics (look‑alike modeling, propensity scoring, or using our first‑party data and unified data platform) to refine targeting and personalize messaging across media channels.
  
  Ensure media plans are built on clear data‑driven insights – for example, identifying high‑value consumer cohorts for a brand and aligning media touchpoints to their path‑to‑purchase. Use these insights to brief agencies on targeting parameters and to challenge old assumptions.
• Measurement & Analytics Integration: Embed measurement and analytics into every media initiative to track performance and inform optimization. Partner with the Marketing Analytics/Insights team to utilize tools like marketing mix modeling (MMM), multi‑touch attribution, brand lift studies, and competitive spend analysis, in order to gauge program impact across revenue, brand equity, and shopper engagement. Set clear KPIs and success…