Associate Director Omnichannel Marketing
Job DescriptionThe Associate Director, Omnichannel Marketing will oversee Walmart & Sam's Club and will own and help scale growth by developing, executing, and optimizing retail media and omnichannel demand levers. This leader will drive end-to-end demand creation, integrating national and retail media (Walmart Connect & Sam's MAP), digital shelf excellence, improving analytics, and high-impact creative to deliver measurable business outcomes.
This role carries full accountability for business performance and external partnerships, serving as the primary leader responsible for Walmart Connect & Sam's Club MAP relationship management and deep collaboration with cross functional stakeholders to deliver best-in-class, shopper-centric experiences across all touchpoints. Further, this leader will partner closely with Brand General Managers and Customer Development leadership to drive digital share, omni share, and digital penetration.
This role oversees a team of 5 demand creation leaders across our Business Units and Walmart and Sam's Club customers.
About You In one of our professional roles, you'll focus on winning with consumers and the market, while putting safety, mutual respect, and human dignity at the center. Job responsibilities include:
1. Omnichannel Demand Creation Strategy & Business Ownership- Own and lead end-to-end demand creation strategy across Walmart and Sam's Club
- Develop full-funnel (awareness conversion loyalty) programs tailored to high-frequency, replenishment categories across paid (national & retail media levers), organic (e.g. digital shelf and merch) and other omnichannel marketing levers (e.g. influencer, social, CRM, etc)
- Align strategies to:
- Joint Business Plans (JBPs)
- Category growth goals
- Retailer priorities and key moments (seasonal, promotional, innovation)
- Drive business outcomes including revenue, share growth, and profitability
- Establish clear roles of media, content, digital shelf, and in-store activation within the shopper journey and digital growth formula
- Drive efficient ways of working in multi-functional "PODs" team model to strengthen one integrated plan for Walmart
2. Walmart Connect (WMC) & Sam's Club MAP Relationship Leadership- Serve as the primary point of contact and relationship owner for dedicated Ads leadership.
- Lead joint business planning with WMC, including:
- Annual and quarterly media strategies
- Test-and-learn roadmaps
- Optimizations and Reporting
- Influence and secure:
- Beta opportunities and new ad products
- Enhanced data access and measurement capabilities
- Preferred positioning and visibility opportunities
- Conduct regular performance reviews with WMC and MAP to drive accountability and optimization - Quarterly Business Review (QBR) for executives and dedicated team
3. Customer Experience Leadership- Champion superior customer experience, ensuring:
- Seamless and intuitive path-to-purchase
- Clear product differentiation and benefit communication
- Consistency across retail media, PDPs, search, and in-store touchpoints
- Identify improvements in:
- Shopper engagement and conversion
- Navigation and discoverability
- Overall digital shopping experience
- Influence decisions that improve customer satisfaction, trust, and loyalty in sensitive and functional categories
4. Retail Media & Performance Marketing Strategy- Co-own total retail media strategy and investment, including WMC and Sam's MAP in partnership with Head of Demand Creation and Customer Development Leadership
- Execute and optimize:
- Channel roles (search, display, onsite, offsite)
- Budget allocation and phasing
- Audience segmentation strategies
- Oversee execution of:
- Sponsored search (high-intent capture)
- Display and conversion-driving placements
- Retargeting and full-funnel programs
- Monitor KPIs to drive growth
- Drive continuous improvement through structured test-and-learn programs
5. Digital Shelf Thought Leadership & Conversion Excellence- Champion position digital shelf as a core lever for growth in replenishment-driven categories
- Advocate for product pages to deliver:
- Clear functional benefits (e.g., absorbency, comfort, protection)
- Highlight value, tier and pack-size advantages
- Conversion, clarity and trust in our portfolio
- Identify improvements for our brand discovery team to execute:
- Content quality (images, A+ content, videos)
- Search optimization and taxonomy alignment
- Ratings, reviews, and social proof strategies
6. Data, Analytics & Measurement Strategy- Translate data into clear executive narratives and recommendations that influence enterprise investment decisions and cross functional best practices
- Foster a high-performance, enterprise-first culture grounded in data, accountability, and continuous learning
- Leverage our measurement tools to drive performance improvements
- Translate data into clear, actionable insights that inform strategy and investment
- Ensure consistent reporting cadence and executive-level storytelling
7. Creative Strategy & Performance Optimization- Set direction for clear, compelling, and conversion-focused creative to agency and stakeholder
- Own strategy, scope, and performance management for retail media and commerce marketing agency teams on Walmart & Sam's Club
- Set clear expectations and alignment with your team to deliver on brand, retailer and commerce priorities to close the sale
- Ensure timely and accurate delivery of assets for Walmart & Sam's Club programs
8. Leadership & Cross-Functional Influence- Lead, develop and inspire a team, while shaping future resource models, building a talent bench and extending impact beyond direct reports
- Manage external partners, including agencies and platform partners
- Drive alignment and influence across internal and external stakeholders
- Responsible for guiding team through development of annual operating plan (AOP) including onsite investment mix strategy & agency tactical briefing.
- Establish strong ways of working, governance, and operating models
- Build capabilities in self, direct, and organizational Demand Creation team
Success in this position requires:
- Strong results orientation and accountability
- Ability to learn quickly and adapt in a dynamic environment
- Receptiveness to feedback and coaching; willingness to continuously improve
- Innovative problem-solving mindset
- Strong relationship-building and networking skills
- High attention to detail and execution excellence
- Personal ownership of outcomes
- Cross-functional collaboration and a team-oriented approach
To succeed in this role, you will need the following qualifications:
- Bachelor's degree
- 7+ years in digital media, CPG marketing, performance and retail media, or eCommerce
- Experience owning and executing performance media in large RMNs - Amazon Ads, Target Roundel, etc
- Proven success managing:
- Walmart Connect (WMC) relationships
- Retail merchant partnerships
- Omnichannel demand creation strategies
- Integrated and full funnel media plans
- Agency relationships
- Expertise and knowledge: (required)
- Retail media ecosystems
- Retail media tools (e.g. Pacvue)
- Performance marketing and analytics
- Digital media - display, social, CTV, programmatic
Preferred Experience / Qualifications
- Significant experience leading growth for Walmart and/or Sam's Club
Total BenefitsWe believe that our employees are our greatest asset, and we're committed to providing them with the resources they need to be successful. If you're looking for a rewarding career with a company that cares about its employees, then Kimberly-Clark is the place for you.
Here are just a few of the benefits you'd enjoy working in this role for Kimberly-Clark. For a complete overview, see www.mykcbenefits.com
Flex That Works at Kimberly-Clark We believe great work happens when people come together with purpose. That's why we offer a flexible work model that blends remote work with intentional in-person collaboration - helping you connect, grow, and innovate while maintaining the balance you value.
To Be ConsideredClick the Apply button and complete the online application process. A member of our recruiting team will review your application and follow up if you seem like a great fit for this role.
In the meantime, please check out the careers website.
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Salary Range: 157,720 - 194,760 USD
At Kimberly-Clark, pay is just one aspect of our total rewards package, which also includes a variety of benefits and opportunities to achieve, thrive and grow. Along with base pay, this position offers eligibility for a target bonus and a comprehensive benefits suite, including our 401(k) and Profit Sharing plan. The anticipated base pay range for this role is provided above for a fully qualified hire. Actual pay will depend on several factors, such as location, role, skills, performance, and experience. Please note that the stated pay range applies to US locations only.
Primary LocationRogers Sales Office
Additional LocationsWorker TypeEmployee
Worker Sub-TypeRegular
Time TypeFull time
