Director, Marketplace Advertising
Adweek, Tampa, FL, United States
The Director of Marketplace Advertising owns Ashley's
enterprise-wide retail media strategy and execution across all marketplace platforms , with direct accountability for
media efficiency, growth acceleration, customer acquisition, and profit-scaled advertising performance .
This role serves as the
central architect of retail media excellence , leading a team of marketplace media managers and analysts who execute campaigns across Amazon, Walmart, Home Depot, Wayfair, and emerging platforms. The Director operates as the
performance marketing counterpart to platform Marketplace Managers , ensuring advertising investment is fully aligned to platform strategy, assortment priorities, promotional calendars, and profitability targets. This role is
highly data-driven, highly cross-functional, and deeply commercial .
Scope of Responsibility
Channel Coverage:
All national marketplaces
Media Ownership:
Sponsored Search, Display, DSP, Off-platform Retargeting
Budget Ownership:
Full retail media investment portfolio
Team Leadership:
Marketplace Advertisers, Media Analysts, Agency Partners
Performance KPIs:
ROAS, TACOS, NTB, Conversion Lift, Media-to-Sales Contribution
Primary Responsibilities Enterprise Retail Media Strategy & Performance Ownership Own and scale the marketplace advertising strategy across all platforms.
Translate enterprise growth goals into:
Platform-specific media strategies
Budget allocations
Return thresholds
Drive consistent improvement in:
ROAS
TACOS
New-to-Brand acquisition
Incremental lift vs. organic sales
Campaign Architecture, Optimization & Scale Oversee:
Keyword strategies
Audience development
DSP & display execution
Full-funnel campaign architecture
Ensure daily optimization across:
Bid strategy
Budget pacing
Search term harvesting
Placement performance
Implement standardized
testing frameworks :
Creative A/B testing
Audience testing
Budget elasticity modeling
Media & Promotion Integration Partner with:
VP of Ecommerce – Marketplaces
Platform Marketplace Managers
Marketing teams from other sales divisions
Ensure all major events (Prime, Cyber, Holiday, Platform Tentpoles) are fully supported by:
Forecasted media investment
Conversion-ready content
Inventory availability
Prevent
overspend, under-scale, and margin erosion
during peak events.
Team Leadership & Capability Building Build, lead, and develop a high-performance marketplace advertising team.
Establish:
Clear role segmentation (search, DSP, analytics)
Training & certification paths
Career progression frameworks
Lead team through:
Performance accountability
Weekly optimization rhythms
Quarterly strategic planning
Data, Analytics & Attribution Leadership Partner with BI and Analytics teams to:
Build
executive-level media dashboards
Standardize
incrementality reporting
Develop
LTV-informed media models
Establish consistent measurement across:
Platform-reported metrics
Internal sales systems
Financial contribution models
Financial Governance & Budget Accountability Own:
Media budgeting
Forecasting
Reforecasting
ROI guardrails
Partner with Finance on:
Media accruals
Budget reallocation
Event-based investment strategies
Ensure
profit-scaled growth , not just revenue-scaled growth.
Platform, Agency & Vendor Leadership Serve as the
primary retail media authority
with:
Marketplace ad teams
DSP providers
External agencies
Lead:
Quarterly business reviews
Beta participation
New ad product testing
Ensure platform compliance and brand safety.
Automation, Tools & Future-Readiness Own roadmap for:
Bid automation
Feed-based advertising
Creative automation
AI-driven forecasting
Evaluate and implement:
Third-party ad tech
Attribution tools
Retail media optimization platforms
Qualifications Education
Bachelor’s Degree in Marketing, Analytics, Business, or related field required
MBA or advanced analytics coursework preferred
Experience
8-12 years of digital or retail media experience
5+ years leading marketplace advertising teams
Direct ownership of:
Multi-million-dollar marketplace media budgets
ROAS- and TACOS-driven performance environments Deep hands-on experience with:
Amazon Ads
Walmart Connect
Wayfair Advertising
Home Depot
DSP platforms
Experience in:
Full-funnel media strategy
Incrementality testing
Creative performance optimization
Retail + brand media convergence
Core Skills & Expertise
Retail Media Strategy & Execution
Marketplace DSP
Performance Attribution
Budget Forecasting & Optimization
Algorithmic Bidding Strategy
Creative Performance Testing
Audience & Funnel Architecture
Executive-Level Performance Storytelling
People Leadership & Team Scaling
Leadership & Behavioral Traits
Operates with
extreme clarity and accountability
Balances
speed with financial discipline
Highly
analytical but commercially decisive
Comfortable leading
high-expectation performance teams
Thrives in
fast-paced, algorithm-governed ecosystems
#J-18808-Ljbffr
enterprise-wide retail media strategy and execution across all marketplace platforms , with direct accountability for
media efficiency, growth acceleration, customer acquisition, and profit-scaled advertising performance .
This role serves as the
central architect of retail media excellence , leading a team of marketplace media managers and analysts who execute campaigns across Amazon, Walmart, Home Depot, Wayfair, and emerging platforms. The Director operates as the
performance marketing counterpart to platform Marketplace Managers , ensuring advertising investment is fully aligned to platform strategy, assortment priorities, promotional calendars, and profitability targets. This role is
highly data-driven, highly cross-functional, and deeply commercial .
Scope of Responsibility
Channel Coverage:
All national marketplaces
Media Ownership:
Sponsored Search, Display, DSP, Off-platform Retargeting
Budget Ownership:
Full retail media investment portfolio
Team Leadership:
Marketplace Advertisers, Media Analysts, Agency Partners
Performance KPIs:
ROAS, TACOS, NTB, Conversion Lift, Media-to-Sales Contribution
Primary Responsibilities Enterprise Retail Media Strategy & Performance Ownership Own and scale the marketplace advertising strategy across all platforms.
Translate enterprise growth goals into:
Platform-specific media strategies
Budget allocations
Return thresholds
Drive consistent improvement in:
ROAS
TACOS
New-to-Brand acquisition
Incremental lift vs. organic sales
Campaign Architecture, Optimization & Scale Oversee:
Keyword strategies
Audience development
DSP & display execution
Full-funnel campaign architecture
Ensure daily optimization across:
Bid strategy
Budget pacing
Search term harvesting
Placement performance
Implement standardized
testing frameworks :
Creative A/B testing
Audience testing
Budget elasticity modeling
Media & Promotion Integration Partner with:
VP of Ecommerce – Marketplaces
Platform Marketplace Managers
Marketing teams from other sales divisions
Ensure all major events (Prime, Cyber, Holiday, Platform Tentpoles) are fully supported by:
Forecasted media investment
Conversion-ready content
Inventory availability
Prevent
overspend, under-scale, and margin erosion
during peak events.
Team Leadership & Capability Building Build, lead, and develop a high-performance marketplace advertising team.
Establish:
Clear role segmentation (search, DSP, analytics)
Training & certification paths
Career progression frameworks
Lead team through:
Performance accountability
Weekly optimization rhythms
Quarterly strategic planning
Data, Analytics & Attribution Leadership Partner with BI and Analytics teams to:
Build
executive-level media dashboards
Standardize
incrementality reporting
Develop
LTV-informed media models
Establish consistent measurement across:
Platform-reported metrics
Internal sales systems
Financial contribution models
Financial Governance & Budget Accountability Own:
Media budgeting
Forecasting
Reforecasting
ROI guardrails
Partner with Finance on:
Media accruals
Budget reallocation
Event-based investment strategies
Ensure
profit-scaled growth , not just revenue-scaled growth.
Platform, Agency & Vendor Leadership Serve as the
primary retail media authority
with:
Marketplace ad teams
DSP providers
External agencies
Lead:
Quarterly business reviews
Beta participation
New ad product testing
Ensure platform compliance and brand safety.
Automation, Tools & Future-Readiness Own roadmap for:
Bid automation
Feed-based advertising
Creative automation
AI-driven forecasting
Evaluate and implement:
Third-party ad tech
Attribution tools
Retail media optimization platforms
Qualifications Education
Bachelor’s Degree in Marketing, Analytics, Business, or related field required
MBA or advanced analytics coursework preferred
Experience
8-12 years of digital or retail media experience
5+ years leading marketplace advertising teams
Direct ownership of:
Multi-million-dollar marketplace media budgets
ROAS- and TACOS-driven performance environments Deep hands-on experience with:
Amazon Ads
Walmart Connect
Wayfair Advertising
Home Depot
DSP platforms
Experience in:
Full-funnel media strategy
Incrementality testing
Creative performance optimization
Retail + brand media convergence
Core Skills & Expertise
Retail Media Strategy & Execution
Marketplace DSP
Performance Attribution
Budget Forecasting & Optimization
Algorithmic Bidding Strategy
Creative Performance Testing
Audience & Funnel Architecture
Executive-Level Performance Storytelling
People Leadership & Team Scaling
Leadership & Behavioral Traits
Operates with
extreme clarity and accountability
Balances
speed with financial discipline
Highly
analytical but commercially decisive
Comfortable leading
high-expectation performance teams
Thrives in
fast-paced, algorithm-governed ecosystems
#J-18808-Ljbffr