Associate Director, Performance Media

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Position Title: Associate Director, Performance Media

Department
:
Marketing

Location
: NYC (Hybrid – 3 Days Onsite)

Reports to
:
Head of Media North America

Together,
WE
enable individuals to look, feel, and be their true selves.

Wella Company is one of the world’s leading beauty companies, comprised of a family of iconic brands such as Wella, Clairol, OPI, Nioxin and ghd. With 6,000 employees globally, presence in over 100 countries, Wella Company and its brands enable consumers to look, feel, and be their true selves. As innovators in the hair and nail industry, Wella Company empowers its people to delight consumers, inspire beauty professionals, engage communities, and deliver sustainable growth to its stakeholders.

We are seeking a Associate Director, Performance Media to own and scale Wella’s precision media engine across Amazon, DTC brand sites, and Tik Tok Shop. This role is accountable for media that directly drives revenue, focusing on efficiency, incrementality, and measurable commercial outcomes.

This role will lead the strategy in partnerships with our agencies and execution of lower- and mid-funnel media investments, ensuring tight linkage between media spend, traffic quality, conversion, and sales performance. You will work closely with eCommerce Sales, content, Finance, and Analytics partners to ensure media is deployed as a true commercial growth lever.

The ideal candidate is a commercially minded performance marketer with deep experience in retail media and DTC performance, strong analytical instincts, and the ability to translate data into action.

Performance Media Strategy & Revenue Accountability

• Own performance media strategy across Amazon Ads, DTC paid media, and Tik Tok Shop, with clear accountability to revenue, ROAS, and contribution margin.
• Define channel-specific media objectives tied to business goals (traffic growth, NTB acquisition, conversion lift, repeat purchase).
• Ensure media investment decisions are grounded in incrementality, efficiency, and commercial impact.

• Lead Amazon media planning and execution in close partnership with Amazon sales and retail teams.
• Optimize Ads against retail readiness, promotional moments, and inventory realities.
• Partner with Sales to align media pressure with pricing, promotions, and key retail moments.

• Own paid media strategy for Wella’s DTC brand sites, driving efficient acquisition, retention, and LTV growth.
• Scale Tik Tok Shop media in partnership with social commerce, content, and creator teams, with a clear test-and-learn mindset.
• Ensure consistency in measurement and performance standards across all platforms.

• Own briefing and managing performance media creative across Amazon, DTC, and Tik Tok Shop, ensuring all assets are designed to drive revenue and conversion
• Lead creative testing and iteration (messaging, formats, hooks) in close partnership with Brand and agencies, scaling winners and cutting underperformers fast.
• Ensure tight alignment between media creative, audience strategy, and commercial moments (promos, launches, peak events).

• Define and track performance KPIs including ROAS, CAC, LTV, NTB, traffic quality, and conversion rate.
• Partner with Analytics and Finance to improve attribution, forecasting, and media ROI transparency.
• Translate insights into clear optimization actions and forward-looking investment recommendations.

• Bachelor's Degree required, Master of Business Administration (MBA) preferred
• 7–10+ years of experience in performance media, digital marketing, or eCommerce growth roles.
• Deep hands-on experience with Amazon Ads, retail media networks, and DTC performance channels.
• Strong understanding of media economics, attribution, and revenue-driven optimization.
• Proven ability to manage media budgets tied directly to sales outcomes.
• Highly analytical, comfortable working with data, dashboards, and financial metrics.
• Strong communicator with the ability to partner…