Senior Director; Brand, Integrated Marketing

STELLA & CHEWY'S LLC•Oak Creek, WI

4h•Hybrid

About The Position

Stella & Chewy’s is seeking a Senior Brand Director, Integrated Marketing to lead the development of a connected, full-funnel demand plan. This role will sit at the intersection of brand building and commercial growth, integrating paid media, retail media, shopper marketing, social, creators, commerce, communications, and experiential activation around a common consumer journey and business outcomes. The ideal candidate understands that modern marketing effectively builds both brand and performance. This is a senior leadership role focused on turning strategy into a cohesive demand generation plan that builds the brand, recruits new households, and accelerates conversion across all consumer touchpoints.

Requirements

12+ years of progressive marketing leadership experience within consumer brands, ideally CPG, food, beverage, beauty, wellness, pet, or another highly competitive consumer category.
Classical brand management training or equivalent experience developing consumer strategy, annual business plans, and integrated marketing programs.
Deep experience leading large-scale paid media and full-funnel communications programs.
Strong working knowledge of retail media networks, eCommerce, shopper marketing, and digital commerce.
Experience managing significant media and marketing budgets with direct accountability for effectiveness.
Demonstrated ability to connect brand-building activity with commercial outcomes.
Experience leading media, creative, commerce, and/or integrated agency partners.
Strong understanding of modern measurement including incrementality, experimentation, attribution, brand lift, and marketing effectiveness.
Experience working with major retailers and understanding how retailer economics, merchandising, and media intersect.
Comfort operating in a high-growth environment where the infrastructure is still being built.
Intellectual curiosity without becoming theoretical.
Ability to move comfortably between consumer insight, creative idea, media plan, and P&L conversation.
Understanding of performance marketing and its impact on brand health.
Comfort discussing mental availability, incrementality, distinctive brand assets, conversion rates, household penetration, and ROAS.
Belief that great marketing starts with a human problem.
Ability to simplify complexity and ask hard questions.
Understanding when data describes past events versus predicting future outcomes.
Ability to bring multiple functions together around a common objective without owning every function.

Responsibilities

Build the Integrated Demand Strategy: Translate annual Brand Plan, growth priorities, and commercial calendar into a single integrated communications and demand-generation strategy.
Create the annual and rolling integrated media plan across paid, owned, earned, shopper, retail media, commerce, creator, and experiential touchpoints.
Establish the role of each channel across the consumer journey, from awareness and consideration through trial, conversion, repeat, and advocacy.
Connect national brand-building investment with retailer and market-specific activation.
Lead an integrated planning rhythm built around one plan, one brief, one calendar, one measurement agenda, and one in-year optimization rhythm.
Ensure media strategy starts with a consumer and business problem.
Own Media Strategy & Investment: Act as the senior business owner of Stella & Chewy’s media investment, ensuring each dollar has a clear strategic role.
Lead development of the total media architecture, investment strategy, and channel mix.
Determine how investment should balance brand building, household penetration, trial, conversion, retention, and retailer-specific growth.
Own paid media strategy across major platforms and partners, including social, video, streaming, programmatic, search, and emerging channels.
Integrate retailer media networks (e.g., Walmart Connect, Amazon, Roundel) into the broader brand plan.
Establish clear investment guardrails and principles for national, regional, retailer, and innovation support.
Partner with Finance and Sales to improve the productivity of working and non-working marketing dollars.
Lead annual media agency scopes, negotiations, and performance management.
Create One Consumer Journey Across Brand + Commerce: Break down the traditional divide between “brand marketing” and “shopper marketing.”
Map the consumer journey from first exposure through shelf, PDP, cart, and repeat purchase.
Ensure campaign ideas are designed to travel effectively across national media, social, retailer media, digital shelf, and physical retail.
Partner with Shopper & Customer Marketing to connect national campaigns to retailer-specific programming, retail theater, sampling, and conversion.
Partner with eCommerce and retailer teams to ensure media, digital shelf, search, and PDP experiences work together.
Identify high-value moments where brand investment and commerce investment should intersect.
Build scalable activation systems that can flex by retailer without creating fragmented brand experiences.
Lead the Integrated Briefing Process: Create the connective tissue between strategy, creative, and execution.
Translate business objectives and consumer insight into clear, inspiring integrated briefs.
Bring Brand, Creative, Communications, Shopper, Sales, and agency partners together around a single consumer objective and behavior change.
Define the job-to-be-done for every major marketing initiative before channels and tactics are selected.
Partner with Creative leadership to ensure ideas are developed for how consumers consume media today.
Establish clear message hierarchy and asset architecture for effective creative scaling.
Raise the standard of briefs, media plans, and agency thinking across the organization.
Build a Modern Measurement & Learning System: Move beyond channel-by-channel reporting and last-click ROAS.
Establish the integrated marketing measurement framework and learning agenda.
Define KPIs by the role each investment plays across the funnel.
Measure marketing against outcomes including household penetration, new-to-brand recruitment, awareness, consideration, trial, repeat, velocity, incremental revenue, and profitable growth.
Build a disciplined approach to incrementality testing, geographic testing, brand lift, retail media measurement, and experimentation.
Establish clear hypotheses before investment and codify learnings after execution.
Partner with Insights, Analytics, Finance, and retailer partners to connect consumer behavior with commercial outcomes.
Lead regular executive-level media and marketing effectiveness reviews.
Turn Retail Media Into a Strategic Growth Capability: Elevate retail media from customer requests into an enterprise growth capability.
Establish a clear role for retail media within the broader media ecosystem.
Create investment principles for when retailer media should recruit new consumers, convert existing demand, support innovation, or defend strategic shelf positions.
Partner with Sales and Shopper Marketing on Joint Business Planning and retailer-specific growth opportunities.
Build learning agendas across retailer platforms.
Identify opportunities to connect retailer first-party audiences with broader consumer targeting and brand-building programs.
Ensure retail media investment drives incremental business.
Lead Agencies & Build Organizational Capability: Lead media agency strategy, scope, performance, and ways of working.
Build productive senior relationships with major media, commerce, and technology partners.
Challenge agencies to bring business ideas, not just media plans.
Develop tools, frameworks, and operating rhythms that make integrated marketing easier for the organization.
Educate cross-functional teams on modern media, retail media, consumer journeys, and marketing effectiveness.
Create a culture of curiosity, experimentation, and continuous improvement.