Sr. Director, Digital Media

Division Information

Spectrum Brands’ global enabling functions, including Finance, Legal, IT, Human Resources, Supply Chain, and Commercial Operations, provide enterprise-wide strategy, structure, and common processes to deliver the knowledge and expertise that helps our businesses grow.

Enabling functions may operate as a center-led global team, providing a central strategy, structure, and standards; or as business partner teams, with resources embedded within the businesses to deliver business unit-specific results.

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Job Summary

The Senior Director, Digital Media is responsible for developing, implementing, and managing paid media campaigns that promote brands from the Pet and Home and Garden business units within Spectrum Brands.

This role works closely with multifunctional teams such as brand marketing, content development, regulatory, eCommerce sales, and external agencies with a mission to engage target consumers and influence consideration and purchase through a full funnel communication strategy across all channels.

He / she will play a role in the inception of the brand goals and objectives to media strategy development to execution and measurement / optimization for all paid media campaigns.

Reporting to the VP of Commercial Operations, a centralized enabling function at Spectrum Brands, the Sr. Director, Digital Media is a member of the Commercial Operations Leadership team and will develop the 3-year strategy for both business units, collaborate with functional peers in executing the annual strategy and talent development for the cross-functional team.

This role will manage a team of media analysts and managers plus any dedicated agency across paid digital channels, including SEM, social, content syndication, display, and video.

Four distinct functions will report into this role : Retail Channel Media, All other Channel Media (TV, STV / CTV, Audio, Social, DSP, and Search), Connection Strategy, and Media Measurement & Effectiveness.

Key success measures :

• Allocate and measure ROI against the digital media budget globally.
• Translate BU business and marketing goals into a full funnel paid marketing strategy and media plan across channels, including SEM, social, content syndication, display, premium publishers, and video.
• Leverage deep expertise in paid media to drive marketing and company-level strategies and executive decision-making.
• Oversee budget planning and forecasting, including establishing KPIs and targets in partnership with Marketing Operations, providing regular insights on performance to exceed goals.
• Work closely with our finance and data teams to define key metrics and measure appropriate impact and report weekly, monthly, and quarterly.
• Develop and optimize processes associated with annual planning, tracking, and reporting across content, finance, data, brand, and eCommerce teams.

Primary Duties & Responsibilities

Strategic Planning

• Create, implement, and manage year-long digital marketing plans for every brand.
• Develop consumer personas and targeting.
• Produce editorial calendars and ensure alignment / integration of all campaigns with other digital and traditional campaign activities.
• Ensure balance between eCommerce objectives & product messaging for brands and products.
• Partner closely with Trade Marketing resources in the management of channels and optimization strategies to protect brands against bidding wars.

Content Creation & Project Management

Collaborate with in-house Digital Consumer Experience creative team (DCX) to create concepts and manage production for video and photo shoots, social media content, blog posts, advertisements, and eCommerce product copy.

Digital Advertising

• Ensure proper tagging and keyword monitoring for ROI / performance / profitability.
• Lead paid media site creative, unit optimization, and retargeting campaigns.
• Oversee management and purchasing of instream ads on social media.
• Develop a plan for content and media make vs buy decision based on needs and internal resourcing. Find the most cost-effective way to get BU media needs met.
• Effectively manage media agency relationships to optimize ROI for Spectrum Brands.
• Establish media and SaaS media measurement tools contracts through negotiations and buying.

Social Relationship Management

• Manage online communities for every brand via social listening, competitive monitoring, and analysis.
• Compile KPI reporting metrics based on industry performance benchmarking.

Influencer Marketing

• Acquire relevant influencers for target markets.
• Integrate Influencer marketing initiatives with other digital campaigns.
• Research and gain access into niche digital markets.

Measurement and Optimization

• Develop approach for measurement across channels and define processes and tools for best effective outcome.
• Drive optimization in a regular cadence within a channel and across channels to achieve a defined brand objective.
• Provide media KPI, industry benchmarks, and performance analytics / commentary for each KPI.
• Define media test and learn with objectives, budget, and channel, execute and report on outcome.

Management

Lead employees through effective bar raiser hiring, orientating, training, mentoring, and coaching. Provide ongoing recognition, feedback, and development, holding staff accountable for success.

Identify and mentor future organizational leaders. Ensure appropriate resources are provided to staff. Develop a staffing plan that meets both consumer expectations and financial constraints.

Create an environment where employee feedback facilitates positive change.

Provide leadership to direct reports in the execution of work plans and long and short term goals. Implement department level infrastructure and changes to supporting processes and systems.

Ensure solutions to department level challenges are implemented. Set, implement and complete department goals.

Lead relationships and contract renewals for multiple external vendors across insights, analytics, digital tech stack, and media.

Education and Experience Profile

• Bachelor’s degree in Marketing, Communications, or a related field.
• 15+ years of digital marketing experience.
• 7+ years managing agency partners.
• Previous management experience required, previous management of managers preferred.

Required Skills

• Equal parts analytical and creative thinking abilities.
• A passion for new technology.
• Exceptional written and verbal communication skills.
• Extraordinary critical thinking, problem solving, and analytical skills in a fast-paced working environment.
• The demeanor for continual mentorship.

Work Environment

Working conditions are normal for a hybrid office environment.

The above information on this description has been designed to indicate the general nature and level of work performed by employees within this job / classification.

It is not designed to contain or be interpreted as a comprehensive inventory of all duties, responsibilities, and qualifications required of employees assigned to this job.

Spectrum Brands is an Equal Employment Opportunity / Affirmative Action employer.

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