Director, Digital Media, Audience Strategy and Offsite Retail Media

Role Summary

The Director of Digital Media, Audience Strategy, and Offsite Retail Media will develop and execute comprehensive, full‑funnel digital media strategies that enhance brand presence, engage consumers, and drive revenue through national digital and expanding off‑site retail media channels. The role spans digital media strategy, activation standards, guardrails and best practices, measurement, and capability building across the organization. The ideal candidate possesses strong analytical skills, a creative mindset, and the ability to collaborate across local and global teams to achieve business objectives.

Digital Media Strategy (Full Funnel)

• Define the enterprise digital media strategy and ensure integration with national and retail plans; set the standards for NUSA and our agencies for channels such as CTV/OLV, display, audio, social, etc.
• Identify emerging digital media trends and technologies to enhance brand visibility and consumer engagement.
• Establish media guardrails and best practices, and drive thought leadership with clear KPIs, optimization levers, and performance reviews.
• Collaborate to build and scale a test‑and‑learn roadmap to accelerate innovation and validate new partners, formats, and data uses.

Audience Strategy & Data Activation

• Own the media audience strategy and segmentation activation framework leveraging 1P/2P/3P (including retailer data) for activation and measurement.
• Partner with CE/Analytics, CRM, and martech to enrich identity resolution, define audience KPIs, and scale learning across brands.
• Build “audience first” briefing and QA processes to ensure targeting choices are privacy‑safe, on‑strategy, and measurable.

Offsite Retail Media (Strategy, Standards)

• In partnership with the MKC Retail Media leads, set the enterprise approach for off‑site retail media: when and how to deploy retailer first‑party audiences off platform, and how that integrates with national media to avoid duplication and cannibalization.
• Create buying standards that clarify when and how to activate off‑site, balancing cost transparency, data value, and outcome accountability; socialize these standards with brands.
• Influence RMN roadmaps and JBPs; prioritize off‑site test and learns where retailer data drives incremental reach and conversion.

Measurement, Analytics, & Performance Management

• Define the KPI framework across funnel stages and channels, leveraging both internal and external tools for optimal investment strategies.
• Co‑lead quarterly media performance syntheses across brands and retailers to complement full commercial analytics and insights.

Agency & Digital Partner Leadership

• Direct the media AORs’ digital media strategy and investment resources, ensuring quality staffing, scopes, and SLAs deliver to our ambition.
• Prioritize partner selection and experimentation, aligning with MKC teams to drive holistic recommendations.

Capability Building & Ways of Working

• Support continuous capability building of the organization to understand the dynamic media ecosystem, including codifying standards and best practices.
• Strengthen full‑funnel connectivity between national and OMNI off‑site retail plans to ensure consistent audiences and measurement across the path to purchase.

• Ability to travel 10‑15% and work a hybrid office schedule in either Arlington, VA (preferred) or New York, NY.
• Bachelor’s degree in Marketing, Business, or a related field; MBA preferred.
• 15+ years of experience in digital media, audience strategy, and retail media, with at least 7 years in a leadership role.
• Proven track record of developing and executing successful full‑funnel digital media strategies that drive business growth.
• Strong analytical skills with the ability to interpret data and make data‑driven decisions.
• Experience with digital media technology, tools, and platforms.
• Proven leadership capability to inspire and engage teams, navigate complexity, and drive results through collaboration and clear direction.
• Knowledge of current trends and best practices in digital and retail media.
• Excellent communication and interpersonal skills, with the ability to collaborate effectively across teams,…