Sr Director, Media & Data Strategy

Job Description

The Senior Director of Media & Data Strategy is the in‑market leader responsible for leading paid media strategy, planning, buying, activation, measurement, and performance across the United States market. This role is first and foremost a paid media leadership role, with deep accountability for full‑funnel media planning across brand equity, retail media, commerce, influencer amplification, and audience activation. The role owns the orchestration of paid consumer and shopper media experiences from upper‑funnel brand building through lower‑funnel conversion, ensuring connected investment decisions that drive both brand growth and commercial outcomes.

The role reports to the Vice President, US Consumer Experience and serves as the primary US market authority across paid media planning and buying, audience strategy, data‑enabled activation, working‑media stewardship, and channel performance.

• Lead the end‑to‑end US paid media planning agenda across the full funnel, spanning brand equity, demand generation, retail media, commerce, and influencer amplification.
• Manage and develop the US team responsible for paid media planning and buying, ensuring plans are connected across channels, audiences, and business objectives.
• Build integrated paid media approaches that connect upper‑funnel brand building with lower‑funnel conversion and shopper activation, creating a seamless consumer journey across media touchpoints.
• Ensure paid media plans reflect the scale, complexity, and portfolio needs of the US business while staying aligned to North America and Global frameworks.

• Own the US paid media strategy across channels, audiences, and investment priorities, translating business objectives into integrated, full‑funnel paid media plans that deliver measurable business outcomes.
• Bring deep expertise across paid channels including programmatic, video, paid social, retail media, search, and emerging activation environments, ensuring the right role for each channel in the media mix.
• Oversee the use of first‑party data to improve audience understanding, personalization, targeting, and media effectiveness across the consumer journey.
• Lead the application of third‑party data and external signals to strengthen consumer insight, audience design, planning precision, and activation performance.
• Set the standard for media measurement, optimization, incrementality, attribution, and learning agendas to improve performance over time.
• Ensure agencies and internal teams execute against high standards for buying quality, audience strategy, pacing, measurement, reporting, and optimization rigor.

• Work closely with Global Consumer Experience COE counterparts to ensure the US market is aligned to enterprise processes, standards, playbooks, governance, and capability priorities.
• Act as the US market lead in global forums, sharing market needs, scaling best practices, and helping shape improvements to enterprise ways of working.
• Ensure US activation models, planning processes, and media governance practices stay consistent with Global and North America direction, while adapting appropriately for local market realities.

• Partner closely with the Organic Social team under the VP, US Consumer Experience to ensure paid, owned, and organic social efforts work together as a connected consumer journey.
• Align organic social amplification, creator strategy, and engagement planning to broader media and brand objectives, improving consistency and impact across touchpoints.
• Ensure influencer and social activations are integrated into the broader full‑funnel paid media strategy rather than operating as isolated tactics.

• Partner closely with US brand teams to ensure paid media strategies support brand objectives, campaign goals, and commercial priorities.
• Align paid media planning and activation to clearly defined KPIs across brand equity, engagement, traffic, conversion, retail media, and ROI, and ensure performance is monitored and optimized continuously.
• Partner with the…