Director of Digital Media

Gardner-White Furniture•Warren, MI

3d•Hybrid

About The Position

Summary: The Director of Digital Media will own the full-funnel paid media strategy across paid search, paid social, programmatic, CTV/OTT, and retail media to drive brand awareness, customer acquisition, and both ecommerce and in-store performance. This role leads budget management, advanced measurement and incrementality, and cross-functional collaboration to ensure media investments deliver measurable business impact. The ideal candidate combines deep hands-on channel expertise with strong analytical, leadership, and strategic planning skills. Essential Functions: Paid Media Strategy & Channel Ownership Own end-to-end paid media strategy across paid search, paid social, programmatic display, CTV/OTT, YouTube, and retail media Develop integrated, full-funnel media plans that support brand awareness, demand generation, store traffic, and ecommerce conversion Balance always-on performance campaigns with promotional and seasonal bursts aligned to merchandising priorities Continuously evaluate and test new channels, formats, and partners to drive incremental growth Develop audience strategies using first-party data, CRM, geo-targeting, and lookalike modeling Measurement, Analytics & Incrementality Own paid media performance measurement across channels, including ROAS, CPA, CAC, store visits, and revenue lift Move beyond last-click attribution by implementing and using multi-touch attribution, media mix modeling, and incrementality testing Partner with creative teams to test and scale high-performing ad concepts and formats Partner with analytics and finance teams to connect media investment to business outcomes Build clear, executive-ready reporting that tells the performance story and informs investment decisions Budget Management & Optimization Own and manage significant paid media budgets with a focus on efficiency, scalability, and return Allocate spend dynamically based on performance, seasonality, and market-level opportunity Forecast results, identify risks, and proactively adjust plans to hit revenue and traffic goals Manage agency partners and vendors to ensure accountability, transparency, and performance Leadership & Cross-Functional Collaboration Lead and develop internal digital media team members and agency partners Collaborate closely with Brand, Creative, Analytics, Lifecycle, and Website teams Ensure paid media strategies align with onsite experience, promotions, inventory, and store-level realities Champion a test-and-learn culture with disciplined experimentation and clear learnings

Requirements

10+ years of experience in paid media or performance marketing, preferably in omnichannel retail
Deep hands-on expertise across paid search, paid social, programmatic, and CTV
Experience managing large, complex media budgets with accountability for business results
Strong understanding of attribution, incrementality, and omnichannel measurement
Proven ability to drive both ecommerce performance and offline/store outcomes
Experience working with agencies and cross-functional internal teams
Excellent analytical, communication, and leadership skills

Responsibilities

Own end-to-end paid media strategy across paid search, paid social, programmatic display, CTV/OTT, YouTube, and retail media
Develop integrated, full-funnel media plans that support brand awareness, demand generation, store traffic, and ecommerce conversion
Balance always-on performance campaigns with promotional and seasonal bursts aligned to merchandising priorities
Continuously evaluate and test new channels, formats, and partners to drive incremental growth
Develop audience strategies using first-party data, CRM, geo-targeting, and lookalike modeling
Own paid media performance measurement across channels, including ROAS, CPA, CAC, store visits, and revenue lift
Move beyond last-click attribution by implementing and using multi-touch attribution, media mix modeling, and incrementality testing
Partner with creative teams to test and scale high-performing ad concepts and formats
Partner with analytics and finance teams to connect media investment to business outcomes
Build clear, executive-ready reporting that tells the performance story and informs investment decisions
Own and manage significant paid media budgets with a focus on efficiency, scalability, and return
Allocate spend dynamically based on performance, seasonality, and market-level opportunity
Forecast results, identify risks, and proactively adjust plans to hit revenue and traffic goals
Manage agency partners and vendors to ensure accountability, transparency, and performance
Lead and develop internal digital media team members and agency partners
Collaborate closely with Brand, Creative, Analytics, Lifecycle, and Website teams
Ensure paid media strategies align with onsite experience, promotions, inventory, and store-level realities
Champion a test-and-learn culture with disciplined experimentation and clear learnings