Consumer Connections Director

Perfetti Van Melle•Erlanger, KY

About The Position

The Director, Consumer Connections is responsible for leading the strategy, investment, and performance of all consumer-facing marketing channels across the company’s brand portfolio. This role serves as the enterprise leader for integrated communications and omni-channel engagement, ensuring that marketing investments effectively connect brands with consumers and shoppers across the full journey—from awareness through purchase. The Director will develop and lead the company’s consumer connection strategy across paid media, retail media networks, digital platforms, and commerce marketing channels. This role partners closely with brand leadership, sales (including e-comm), insights, and external agency partners to ensure marketing investments deliver measurable growth, increase household penetration, and strengthen brand equity. The Director will execute this in close partnership with one experienced direct report. In addition, the Director will help evolve the organization’s marketing capabilities by advancing measurement frameworks, media innovation, and consumer data utilization to create sustainable competitive advantage.

Requirements

10+ years of progressive marketing, media, or consumer engagement experience in CPG, retail, or related industries.
Deep experience developing omni-channel media strategies across digital, traditional, and retail media environments.
Proven ability to manage large marketing investments and deliver measurable ROI improvements.
Experience leading agency relationships and cross-functional marketing initiatives.
Advanced understanding of e-commerce marketing platforms and retail media networks.
Strategic marketing leadership
Data-driven decision making
Strong analytical and measurement capabilities
Exceptional cross-functional collaboration and stakeholder influence
Deep understanding of modern consumer media ecosystems
Strategic and future-focused thinker
Builder of modern marketing capabilities
Champion of data-driven marketing decisions
Collaborative enterprise leader
Driver of marketing innovation

Responsibilities

Lead the development of integrated consumer connection strategies across the brand portfolio, ensuring alignment with business objectives and brand growth plans.
Define full-funnel communication frameworks that guide how brands engage consumers across awareness, consideration, and purchase stages.
Ensure marketing investments leverage best-in-class omni-channel strategies across TV, streaming, digital, social, audio, OOH, retail media networks, and emerging platforms.
Identify new media opportunities and evolving consumer engagement platforms to maintain competitive advantage.
Oversee strategic allocation and optimization of the company’s media investments to maximize return on marketing investment and brand growth.
Establish clear KPIs and performance frameworks for consumer connection programs across all media channels.
Leverage advanced measurement tools including marketing mix modeling, attribution, and test-and-learn frameworks to continuously improve media effectiveness.
Provide senior leadership with strategic recommendations on investment allocation and media performance.
Lead the strategy and execution of retail media and e-commerce marketing initiatives across key platforms including Amazon and major retailer media networks.
Integrate retail media investments with brand media strategies to support the complete consumer-to-shopper journey.
Oversee digital shelf content, retail search optimization, and commerce marketing programs designed to drive conversion and category share.
Identify opportunities to leverage retailer data and partnerships to strengthen marketing performance.
Own the strategic relationship with the company’s Media Agency of Record and other marketing partners.
Lead agency scope development, commercial negotiations, and performance management.
Conduct quarterly business reviews focused on performance improvement, innovation opportunities, and future growth initiatives.
Ensure agency partners deliver strategic thinking, marketplace intelligence, and operational excellence.
Serve as the company’s internal expert on consumer connections, omni-channel media strategy, and evolving marketing platforms.
Partner with brand teams to embed consumer connection planning within annual marketing planning processes.
Develop tools, frameworks, and training that elevate internal media literacy and enable stronger marketing decision-making.
Lead cross-functional collaboration across marketing, sales, insights, digital, and finance teams.
Strategic oversight of media investments across the company’s brand portfolio.
Shared accountability with Brand Directors for marketing investment performance and growth outcomes.
Collaborative ownership of annual media and commerce marketing budgets within the annual plan, working jointly with e-commerce and Shopper Marketing to align investment with business priorities.
Leadership and governance of external agencies, technology partners, and media vendors.