Director, Connected Commerce & Media

Hanesbrands Inc•Winston-Salem, NC

20h

About The Position

The Director of Connected Commerce & Media is responsible for building and leading the connected commerce strategy that unifies retail media, digital commerce, and omnichannel customer engagement to accelerate profitable growth. The role partners closely with Brand Marketing, E-Commerce, Sales, Data & Analytics, Product Teams, and agency partners to create measurable growth through retail media networks, digital commerce platforms, marketplaces, social commerce, and emerging commerce technologies.

Requirements

Bachelor's degree in marketing, business, e-Commerce, digital media, analytics, or related field.
15+ years of experience in digital marketing, e-commerce, retail media, commerce marketing, or omnichannel strategy.
5+ years of leadership experience managing teams and agency partners.
Proven experience leading retail media and connected commerce initiatives.
Experience managing multimillion-dollar media and marketing budgets.
Strong analytical skills with expertise in performance measurement and attribution.
Demonstrated success driving revenue growth through digital commerce channels.

Nice To Haves

MBA or advanced business degree.
Experience with leading retail media platforms (Amazon Ads, Walmart Connect, Target Roundel, Kohls Media Network, etc.).
Experience with major marketing and analytics platforms including Adobe and retail media technologies.
Background in CPG, retail, consumer products, or omnichannel commerce organizations.

Responsibilities

Develop, oversee, and execute a multi-million dollar, comprehensive connected commerce and media strategy that includes retail, DTC, social, email, and agentic experiences.
Design omnichannel customer journeys that drive acquisition, conversion, retention, and lifetime value.
Establish a multi-year roadmap to accelerate sales and market share growth.
Lead and cultivate media agency relationships, serving as the primary point of contact for strategic alignment and campaign execution.
Lead contract negotiations with external partners to secure competitive rates, favorable terms, and guaranteed deliverables.
Maximize ROI through continuous resource optimization, closely monitoring media spend, agency allocations, and campaign performance metrics.
Lead media strategy and activation across key retail partners and media networks.
Optimize investment to maximize incremental sales, ROAS, and customer acquisition.
Partner with agencies and retail media platforms to improve audience targeting, attribution, and measurement.
Develop testing frameworks for new commerce media opportunities, audience strategies, and promotional tactics.
Drive integration between retail media, paid search, paid social, programmatic, and CRM programs.
Partner with E-Commerce and Sales leadership to identify and unlock revenue growth opportunities.
Develop commerce activation plans supporting product launches, seasonal events, and promotional campaigns.
Ensure media and commerce investments align with category, customer, and business objectives.
Establish KPIs and reporting frameworks linking media performance to business outcomes.
Lead attribution, incrementality, and closed-loop measurement initiatives.
Utilize advanced analytics and data visualization to guide investment decisions.
Build strong partnerships with Marketing, Sales, Finance, IT, Data & Analytics, and external partners.
Lead and develop a high-performing team of commerce and media professionals, including mid and end of year performance reviews.
Serve as the subject matter expert on connected commerce trends and best practices.
Influence senior leadership through data-driven recommendations and business cases.
Monitor emerging trends in media, AI, personalization, and commerce technology.
Evaluate new platforms, partnerships, and capabilities that improve customer experience and business performance.
Represent the organization in industry forums and partner discussions.