Position Summary
Associate Director, Performance Media
Reports To: Head of Media NA
Location: New York Office (Hybrid – 3 Days/week)
Direct Reports: None
Key Responsibilities
Performance Media Strategy & Revenue Accountability
- Own performance media strategy across Amazon Ads, DTC paid media, and TikTok Shop, with clear accountability to revenue, ROAS, and contribution margin.
- Define channel‑specific media objectives tied to business goals such as traffic growth, NTB acquisition, conversion lift, and repeat purchase.
- Ensure media investment decisions are grounded in incrementality, efficiency, and commercial impact.
Amazon & Retail Media Leadership
- 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.
DTC & TikTok Shop Performance Media
- Own paid media strategy for Wella’s DTC brand sites, driving efficient acquisition, retention, and LTV growth.
- Scale TikTok 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.
Media Creative & Performance Content
- Own briefing and management of performance media creative across Amazon, DTC, and TikTok 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 such as promotions, launches, and peak events.
Measurement, Analytics & Optimization
- 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.
Qualifications
- 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 effectively with Sales, Finance, and senior stakeholders.
- Experience in beauty, CPG, or a fast‑moving consumer environment strongly preferred.
Specialized Skills Required
- Performance & Analytics: ROAS, CAC/LTV, NTB, attribution, incrementality testing
- Retail Media Expertise: Amazon Sponsored Ads, DSP, retail media planning
- Commercial Acumen: Revenue forecasting, margin awareness, investment trade‑offs
- Execution: Hands‑on optimization, testing frameworks, performance reporting
- Collaboration: Cross‑functional influence, agency management, stakeholder alignment
Compensation and Benefits
Pay range: $135,000 – $170,000 salary per year plus bonus. The range listed is just one component of Wella Company’s total rewards package for employees. Other rewards may include annual bonus plan or variable pay, depending on the role. Wella Company provides a rich variety of benefits to employees, including health insurance, life and disability insurance, 401(k) retirement plan, paid holidays, and paid time off (PTO).
Equal Employment Opportunity
- All qualified applicants will receive consideration for employment without regard to race, color, sex, sexual orientation, gender identity, religion, national origin, disability, veteran status, or other legally protected status.
- If you need assistance and/or a reasonable accommodation due to a disability during the application process, please email This email account will not respond to inquiries regarding the status of a candidate’s application.
- For CA‑located positions: Qualified applicants with arrest or conviction records will be considered for employment in accordance with the Los Angeles County Fair Chance Ordinance for Employers and the California Fair Chance Act.
- Wella participates in the E‑Verify Program to confirm eligibility to work in the United States. Information regarding your rights: Know your rights and Pay Transparency Nondiscrimination Provision.
Equal employment opportunity, including veterans and individuals with disabilities.
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