Senior Director-Digital Marketing Media

Digital Media Strategy Leader

This is a high-profile, high-impact role at the intersection of media strategy, data science, and creative execution. You will report directly to the Chief Marketing Officer and maintain weekly engagement with the Chief Digital Officer, Chief Financial Officer, and Chief Analytics Officer. You will build and lead a small in-house team, manage a portfolio of premier digital marketing agencies and media consultants, and own the end-to-end digital media strategy for JTV's full brand portfolio.
JTV's broadcast-to-digital model creates attribution complexity that purely digital brands never face: live TV programming drives branded search intent in real time; gemstone education content influences purchase decisions that convert weeks later through different channels; an omnichannel customer is more engaged than a single-channel buyer. Our Analytic Edge MMM and Provalytics MTA are built to decode this complexity. Your job is to act on what they tell you — and to stay ahead of the digital curve through innovative thinking and industry leadership.
Key Responsibilities

Digital Media Strategy & Execution
Serve as the digital media quarterback for JTV, Jedora, JTV Auctions, and Gemstones.com — plan, create, and execute the digital media strategy across all platforms and brands
Develop unique, brand-specific digital strategies that meet and exceed customer acquisition, revenue, and margin objectives
Lead omnichannel campaigns and creative seasonal themes — ensure strategic focus throughout the entire lifecycle of every digital marketing initiative
Research digital industry trends continuously and develop action plans to stay ahead of the retail digital curve, including new technological advances, media formats, and platform capabilities
Drive innovative thinking and own thought leadership in the digital media arena — bring competitive intelligence and forward-looking perspective to every strategic recommendation
Develop a comprehensive understanding of JTV's online target audiences, mindset modes, and purchase journey patterns across all digital touchpoints
Attribution Intelligence & Budget Optimization
Read Analytic Edge MMM output weekly and translate channel contribution coefficients into specific budget allocation instructions for all executing partners
Read Provalytics MTA dashboard weekly to identify where vendor-reported performance diverges from model-assigned contribution — specifically calling out where last-click attribution inflates Criteo, affiliate, and email ROAS
Own the monthly budget reallocation authority — when models signal a channel is over- or under-invested, you move the money with CMO alignment
Maintain diminishing returns analysis for each channel and enforce spend efficiency thresholds before budgets are exceeded
Build the broadcast-to-digital attribution framework — quantify TV and radio's contribution to digital search intent and online conversion using Analytic Edge MMM broadcast coefficients
Produce quarterly budget reforecasts based on updated MMM and MTA model outputs.
Agency & Partner Management
Manage and direct the performance of all digital marketing agencies and media consultants — NP Digital (search/SEO), Criteo (retargeting), WPP/Rakuten (affiliate), paid social agency, broadcast placement agency, and iHeartMedia
Run weekly optimization cadence with all executing partners, armed with MTA ground-truth data — challenge each vendor's self-reported performance against model-validated contribution
Conduct quarterly business reviews with all partners using Analytic Edge MMM contribution data as the performance standard, not platform-native dashboards
Work closely with partners to manage weekly adjustments to media plans based on performance data and model outputs
Drive process improvement and team communication across all agency and platform partners
Plan and budget collaboratively with agency partners, maintaining master budget pacing, vendor invoicing, accrual management, and variance reporting
Creative & Content Leadership
Drive digital creative strategy by working closely with in-house and outside creative teams to develop media content that generates new customers, revenue, and margin
Work closely with the Marketing and Design team to brainstorm daily content and campaign-based content for all digital media platforms
Work with Merchandising and Marketing leads to ensure Creative Teams are briefed efficiently with seasonal go-to-market strategies
Lead creative briefing for all paid media — ensure ad creative is built for each channel's specific audience and format requirements, not repurposed from one platform to another
Develop strong, trusting relationships between internal teams, agency staff, and agency partners — provide leadership and support during strategy, ideation, and execution
New Customer Acquisition & Jedora
Own the strategic reallocation from retention-heavy channel mix toward cold acquisition — use Provalytics MTA path data to identify which channels appear most frequently in genuine new customer journeys
Own the Jedora marketplace digital media strategy — a distinct new customer acquisition mandate with a separate budget and a sub-$100 CAC target
Build the incrementality testing framework — design holdout tests to validate or challenge budget levels for Criteo, Rakuten, Bluecore, and Attentive
Develop digital marketing plans that result in highly efficient customer acquisition and retention — report monthly on new customer CAC by channel using MTA-validated attribution, not last-click metrics
Analytics, Measurement & Reporting
Work with in-house analytics professionals (Analytic Edge, Provalytics, Provalytics) to ensure proper measurement infrastructure to drive scale and financial impact
Build and maintain the unified media performance dashboard connecting all partner data streams into one JTV-owned source of truth
Regularly present media recommendations and performance summaries to the CMO and Senior Leadership Team — translate model findings into plain-language executive recommendations
Ensure digital marketing team and project managers have the necessary specifications, standards, and data access for all digital work
Team & People Leadership
Build a small, high-performance in-house digital marketing team — interview, hire, onboard, and develop team members and media consultants
Lead, write, and conduct performance reviews for all direct reports
Schedule and facilitate weekly team meetings with staff and media agencies — drive accountability, alignment, and cross-partner communication
Ensure team members feel appreciated, informed, inspired, and equipped to perform at the highest level
Support ongoing professional development — keep the team ahead of platform changes, measurement advances, and digital retail innovation
Required Qualifications

Experience
5-10+ years of digital media strategy and execution experience with direct budget management responsibility at scale
Demonstrated experience working with MMM outputs in a media decision-making capacity — must be able to read channel contribution coefficients, saturation curves, and diminishing returns thresholds without explanation
Demonstrated experience working with MTA platforms (Provalytics, Northbeam, Rockerbox, or equivalent) to challenge vendor-reported ROAS and identify attribution inflation
Managed multi-vendor digital media ecosystems with total budgets of $15M+ across four or more simultaneous channel partners
Strong track record of performance-based marketing — must be fluent in CAC, ROAS, incrementality, LTV, and contribution margin as primary performance currencies
Experience in a broadcast, live commerce, or TV-adjacent advertising environment (QVC, HSN, DRTV, cable network) is strongly preferred
Education
Bachelor's degree in Marketing, Digital Marketing, Finance, Business Analytics, or a related field — required
MBA or advanced degree in a quantitative discipline — preferred
Technical Fluency
Can read an MMM output and independently identify channel contribution coefficients, saturation points, and top reallocation opportunities
Can read an MTA path analysis and identify where last-click is systematically over-crediting bottom-funnel retargeting and affiliate channels
Working knowledge of Google Ads, Meta Ads Manager, and at least one DSP (Criteo, StackAdapt, or equivalent) at a performance management level
Experience with Google Analytics 4 and at least one BI/reporting platform (Looker Studio, Tableau, or equivalent)
Understands the data