Position Title: Associate Director, Performance Media
Department: Marketing
Location: NYC (Hybrid - 3 Days Onsite)
Reports to: Head of Media North America
The RoleWe are seeking a Associate Director, Performance Media to own and scale Wella's precision media engine across Amazon, DTC brand sites, and TikTok Shop. This role is accountable for media that directly drives revenue, focusing on efficiency, incrementality, and measurable commercial outcomes.
This role will lead the strategy in partnerships with our agencies and execution of lower- and mid-funnel media investments, ensuring tight linkage between media spend, traffic quality, conversion, and sales performance. You will work closely with eCommerce Sales, content, Finance, and Analytics partners to ensure media is deployed as a true commercial growth lever.
The ideal candidate is a commercially minded performance marketer with deep experience in retail media and DTC performance, strong analytical instincts, and the ability to translate data into action.
Key ResponsibilitiesPerformance Media Strategy & Revenue Accountability
- Own performance media strategy across Amazon Ads, DTC paid media, and TikTok Shop, with clear accountability to revenue, ROAS, and contribution margin.
- Define channel-specific media objectives tied to business goals (traffic growth, NTB acquisition, conversion lift, repeat purchase).
- Ensure media investment decisions are grounded in incrementality, efficiency, and commercial impact.
Amazon & Retail Media Leadership
- Lead Amazon media planning and execution in close partnership with Amazon sales and retail teams.
- Optimize Ads against retail readiness, promotional moments, and inventory realities.
- Partner with Sales to align media pressure with pricing, promotions, and key retail moments.
DTC & TikTok Shop Performance Media
- Own paid media strategy for Wella's DTC brand sites, driving efficient acquisition, retention, and LTV growth.
- Scale TikTok Shop media in partnership with social commerce, content, and creator teams, with a clear test-and-learn mindset.
- Ensure consistency in measurement and performance standards across all platforms.
Media Creative & Performance Content
- Own briefing and managing performance media creative across Amazon, DTC, and TikTok Shop, ensuring all assets are designed to drive revenue and conversion
- Lead creative testing and iteration (messaging, formats, hooks) in close partnership with Brand and agencies, scaling winners and cutting underperformers fast.
- Ensure tight alignment between media creative, audience strategy, and commercial moments (promos, launches, peak events).
Measurement, Analytics & Optimization
- Define and track performance KPIs including ROAS, CAC, LTV, NTB, traffic quality, and conversion rate.
- Partner with Analytics and Finance to improve attribution, forecasting, and media ROI transparency.
- Translate insights into clear optimization actions and forward-looking investment recommendations.
Minimum Qualifications- Bachelor's Degree required, Master of Business Administration (MBA) preferred
- 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, comfortable working with data, dashboards, and financial metrics.
- Strong communicator with the ability to partner effectively with Sales, Finance, and senior stakeholders.
- Experience in beauty, CPG, or a fast-moving consumer environment strongly preferred.
Specialized Skills Required- Performance & Analytics: ROAS, CAC/LTV, NTB, attribution, incrementality testing
- Retail Media Expertise: Amazon Sponsored Ads, DSP, retail media planning
- Commercial Acumen: Revenue forecasting, margin awareness, investment trade-offs
- Execution: Hands-on optimization, testing frameworks, performance reporting
- Collaboration: Cross-functional influence, agency management, stakeholder alignment
We disclose the compensation range for positions in compliance with local law. Actual salaries will vary and may be above or below the range based on various factors including but not limited to location, experience, skills and in comparison to internal incumbents currently in similar roles. Pay Range: $135,000 - $170,000 salary per year. The range listed is just one component of Wella Company's total rewards package for employees. Other rewards may include annual bonus plan or variable pay, depending on the role. In addition, Wella Company provides a rich variety of benefits to employees, including health insurance, life and disability insurance, 401(k) retirement plan, paid holidays and paid time off (PTO).
