Director, Omnichannel Planning & Activation

Select Division•Chicago, IL

6d•Onsite

About The Position

Lactalis USA, part of the Lactalis family of companies, is currently hiring a Director, Omnichannel Planning & Activation. This position is located in Chicago, IL. The Director, Omnichannel Planning & Activation is responsible for leading the strategic planning, investment management, and execution of omnichannel marketing programs across Lactalis Heritage Dairy's portfolio and customer base. This role leads the Omnichannel Planning and Activation teams, ensuring integration between brand strategy, customer priorities, retail media investments, shopper marketing programs, ecommerce activation, and customer-level execution. As the leader of these functions, the Director serves as the primary connector between Brand Marketing, Sales, Finance, Agency partners, and Omnichannel Enablement. This role establishes the omnichannel growth strategy, manages trade marketing and retail media investments, drives organizational capability development, and ensures activation excellence across all channels and retailers. The Director is accountable for translating business objectives into scalable marketing strategies that accelerate sales growth, digital commerce performance, and retailer partnership development while building a strong performing omnichannel organization.

Requirements

Bachelor's degree in Business, Marketing, Sales, or related field required, MBA preferred.
10+ years of experience in omnichannel marketing, shopper marketing, ecommerce, retail media, brand/category marketing, sales, or related commercial roles.
10+ years of leadership experience managing teams and cross-functional organizations.
5+ years of working with a media agency.
Experience managing multi-million-dollar marketing or trade investment budgets.
Strong understanding of omnichannel marketing, retail media, shopper marketing, ecommerce, and digital commerce.
Strong financial acumen with experience managing complex budgets and investment strategies.
Proven ability to lead strategic planning and large-scale organizational initiatives.
Experience influencing senior executives, customer leadership teams, and external partners.
Excellent leadership, communication, and stakeholder management skills.
Strong analytical and problem-solving capabilities.
Proven ability to build and develop high-performing teams.
Ability to lead through ambiguity, organizational change, and business transformation.

Nice To Haves

MBA preferred

Responsibilities

Lead the Planning and Activation pillars of the Omnichannel organization, establishing annual objectives, priorities, operating rhythms, and performance expectations.
Develop and oversee omnichannel growth strategies aligned with enterprise, brand, category, and customer goals.
Establish annual omnichannel planning frameworks and investment strategies that balance short-term business objectives with long-term capability development.
Lead talent development, succession planning, coaching, and performance management across Planning and Activation teams.
Foster a culture of accountability, collaboration, and continuous learning.
Lead development of annual omnichannel business plans across brands, categories, customers, and channels.
Ensure omnichannel strategies are integrated into Joint Business Planning processes and customer growth plans.
Partner with Brand Marketing to translate brand strategies into customer-specific and channel-specific activation plans.
Drive marketplace and emerging commerce channel strategies, including Instacart, DoorDash, Amazon, and future growth platforms.
Oversee national activation programs, shopper marketing initiatives, and retailer-specific omnichannel strategies.
Lead omnichannel budget planning, deployment, forecasting, and financial governance across all customer and brand investments.
Manage annual trade marketing budget including retail media, shopper marketing, and consumer activation investment strategies.
Establish investment allocation principles, measurement expectations, and optimization frameworks.
Lead quarterly and annual investment reviews to ensure alignment with business priorities and performance objectives.
Partner with Finance to manage month-end actualization, forecasting, risks, opportunities, and financial reporting.
Provide executive leadership with investment recommendations and performance-based decision-making support.
Own strategic relationships with retail media agency partner.
Lead annual agency planning, briefing, business reviews, and performance evaluations.
Establish agency scope of work, success metrics, and accountability standards.
Represent Lactalis in strategic discussions with key retailer media networks, consumer activation partners, and industry organizations.
Ensure flawless execution of omnichannel programs across retailers, channels, and customer teams.
Oversee customer activation priorities, retailer engagement strategies, and channel performance management.
Drive consistency in activation processes, reporting, optimization, and post-program learnings.
Partner with Sales leadership to develop customer-facing omnichannel growth plans and retailer presentations.
Support key customer business reviews, joint business planning meetings, and senior retailer engagements.
Serve as the primary omnichannel liaison to Brand, Sales, Category Leadership and Finance
Align omnichannel priorities with broader business objectives and growth initiatives.
Build strong partnerships with Omnichannel Enablement to ensure insights, measurement, content, and digital shelf capabilities effectively support planning and activation efforts.
Drive organizational adoption of omnichannel best practices and capabilities.
Establish omnichannel KPI frameworks and business performance reviews.
Lead Quarterly Brand Activations including retailer performance, and omnichannel activation reviews.
Champion data-driven decision-making through performance measurement, insights, and optimization.
Communicate performance trends, risks, and opportunities to senior leadership.