Director, Paid & Retail Media

Director, Paid & Retail Media

The Director, Paid & Retail Media is responsible for developing and executing the go-to-market (GTM) strategy for all digital activations across the U.S. and Canada. This role serves as the strategic lead for omnichannel media planning, retailer media partnerships, and digital storytelling, ensuring cohesive brand presence and performance across owned and retail channels.
The Director will oversee media investment strategy, budget allocation, and activation planning across digital, connected TV (OTT), and out-of-home (OOH) channels while driving best-in-class execution across CharlotteTilbury.com, Sephora, and key department store partners. This leader will collaborate cross-functionally with Marketing, Creative, Commercial, Ecommerce, and Analytics teams to deliver impactful consumer experiences and measurable business results.
As a Director, Digital Marketplaces & Media Planning you will
Go-to-Market Strategy & Digital Activation
Develop and lead the regional go-to-market strategy for all digital marketing activations across the U.S. and Canada.
Create integrated media plans that align brand priorities, product launches, commercial objectives, and retailer initiatives.
Lead end-to-end digital activation planning and execution across owned and retailer platforms, including CharlotteTilbury.com, Sephora, Ulta Beauty, and department store partners.
Define channel strategies and activation frameworks to maximize awareness, engagement, traffic, and conversion.
Media Planning & Budget Management
Own and manage media budget allocation across all digital channels, including Paid Social, Retail Media Networks (onsite & offsite investments), Programmatic, OTT/Connected TV, and OOH.
Optimize media investments across brand-building and performance-driving initiatives to achieve business objectives and maximize ROI.
Partner with commercial and marketing leadership to forecast, track, and report on media expenditures and performance.
Partner with Global Performance Marketing to manage DTC activations, including all upper-funnel brand digital investments
Retailer Co-op Media & Marketplace Partnerships
Lead retailer co-op media planning and investment strategies across key retail partners.
Build strong relationships with retailer media teams and agency partners to identify growth opportunities, negotiate media plans, and drive best-in-class execution.
Ensure alignment between retailer marketing initiatives and broader brand objectives.
Creative Strategy & Digital Storytelling
Oversee the development of all digital creative briefs, ensuring clear strategic direction and alignment with campaign objectives.
Partner with Creative teams to develop compelling digital storytelling frameworks tailored to each platform and audience.
Ensure creative assets are optimized for channel-specific performance while maintaining brand consistency and premium positioning.
Measurement, Analytics & Reporting
Oversee Marketing Mix Modeling (MMM) reporting and performance analysis to evaluate media effectiveness and investment efficiency.
Translate data and insights into actionable recommendations that improve media planning, budget allocation, and campaign performance.
Establish performance benchmarks, KPIs, and reporting frameworks across channels and retail partners.
Present strategic insights and business recommendations to senior leadership.
Leadership & Cross-Functional Collaboration
Serve as a key strategic partner to Brand Marketing, Commercial, Ecommerce, Creative, Analytics, and Retail teams.
Foster a culture of innovation, accountability, and continuous optimization across media and activation efforts.