Associate Director, Performance Media
Wella • New York, NY11d • $135,000 - $170,000 • Hybrid
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Associate Director, Performance Media
Wella•New York, NY
•$135,000 - $170,000•Hybrid
About The Position
Wella Company is seeking an Associate Director, Performance Media to own and scale its precision media engine across Amazon, DTC brand sites, and TikTok Shop. The role is accountable for media that directly drives revenue, with a focus on efficiency, incrementality, and measurable commercial outcomes. It leads strategy in partnership with agencies and execution of lower- and mid-funnel media investments, linking media spend to traffic quality, conversion, and sales performance. The position works closely with eCommerce Sales, content, Finance, and Analytics partners to use media as a commercial growth lever. The role owns performance media strategy across Amazon Ads, DTC paid media, and TikTok Shop, including channel objectives, investment decisions, and performance against revenue, ROAS, and contribution margin. It leads Amazon planning and execution in partnership with Amazon sales and retail teams; owns paid media for DTC brand sites; and scales TikTok Shop media alongside social commerce, content, and creator teams. The Associate Director also manages performance creative briefing and testing across channels, defines and tracks performance KPIs, and partners with Analytics and Finance to improve attribution, forecasting, and ROI transparency. The role translates insights into optimization actions and forward-looking investment recommendations. The position is based in NYC with a hybrid schedule requiring three days onsite and reports to the Head of Media North America.
Requirements
- Bachelor’s degree required.
- 7–10+ years of experience in performance media, digital marketing, or eCommerce growth roles.
- Deep hands-on experience with Amazon Ads, retail media networks, and DTC performance channels.
- Strong understanding of media economics, attribution, and revenue-driven optimization.
- Proven ability to manage media budgets tied directly to sales outcomes.
- Highly analytical, with comfort working with data, dashboards, and financial metrics.
- Strong communication skills and ability to partner effectively with Sales, Finance, and senior stakeholders.
- Experience with ROAS, CAC/LTV, NTB, attribution, and incrementality testing.
- Expertise in Amazon Sponsored Ads, DSP, and retail media planning.
- Commercial acumen in revenue forecasting, margin awareness, and investment trade-offs.
- Hands-on optimization, testing frameworks, and performance reporting experience.
- Ability to influence cross-functionally and manage agencies and stakeholder alignment.
Nice To Haves
- Master of Business Administration (MBA) preferred.
- Experience in beauty, CPG, or a fast-moving consumer environment strongly preferred.
Responsibilities
- Own performance media strategy across Amazon Ads, DTC paid media, and TikTok Shop, with accountability to revenue, ROAS, and contribution margin.
- Define channel-specific media objectives tied to business goals, including traffic growth, new-to-brand acquisition, conversion lift, and repeat purchase.
- Ensure media investment decisions are grounded in incrementality, efficiency, and commercial impact.
- Lead Amazon media planning and execution in partnership with Amazon sales and retail teams.
- Optimize Amazon Ads according to retail readiness, promotional moments, and inventory realities.
- Partner with Sales to align media pressure with pricing, promotions, and key retail moments.
- Own paid media strategy for Wella’s DTC brand sites to drive efficient acquisition, retention, and LTV growth.
- Scale TikTok Shop media with social commerce, content, and creator teams using a test-and-learn approach.
- Maintain consistent measurement and performance standards across platforms.
- Own performance media creative briefing and management across Amazon, DTC, and TikTok Shop, ensuring assets are designed to drive revenue and conversion.
- Lead creative testing and iteration of messaging, formats, and hooks with Brand and agencies; scale successful creative and quickly stop underperforming creative.
- Align media creative, audience strategy, and commercial moments such as promotions, launches, and peak events.
- Define and track KPIs including ROAS, CAC, LTV, NTB, traffic quality, and conversion rate.
- Partner with Analytics and Finance to improve attribution, forecasting, and transparency into media ROI.
- Translate insights into optimization actions and forward-looking investment recommendations.
Benefits
- Health insurance
- Life insurance
- Disability insurance
- 401(k) retirement plan
- Paid holidays
- Paid time off (PTO)
- Annual bonus plan or variable pay may be available depending on the role.
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What This Job Offers
Job Type
Full-time
Career Level
Director
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