Mission of the Role

The Director, Consumer Connections is responsible for developing and leading integrated
marketing and consumer connection strategies that drive brand growth through culture,
creativity, media, and consumer engagement. As a member of the Consumer Connections
leadership team, this role partners closely with Brand, Insights, Commercial, and Agency teams
to connect paid, owned, earned, and shared channels into cohesive consumer experiences that
drive both business results and long-term brand equity.

This role serves as both a strategic business partner and capability leader. They help shape
brand growth strategies, establish best practices across the Consumer Connections
organization, and help build the capabilities, processes, and ways of working needed to deliver
modern, consumer-first marketing. The ideal candidate is equally comfortable shaping longterm
strategy, leading change, and translating vision into actionable plans that teams can
execute with excellence.

Role Responsibilities

Strategic Leadership:
• Serve as the Consumer Connections lead for a portfolio of brands, partnering
with Brand, Insights, Commercial, and Agency teams to drive business growth
and brand equity.
• Develop integrated consumer connection strategies that connect paid, owned,
earned, and shared channels into cohesive consumer experiences.
• Translate business objectives, consumer insights, audience intelligence, and
cultural trends into actionable growth plans and marketing strategies.
• Act as a strategic thought partner to brand leadership, helping shape priorities,
investment decisions, and consumer engagement opportunities.

Consumer & Cultural Strategy
• Champion audience-first planning and ensure marketing programs are rooted in
consumer needs, behaviors, and motivations.
• Identify cultural trends, communities, and emerging opportunities that
strengthen brand relevance and consumer connection.
• Guide the development of creator marketing programs, partnerships, brand
experiences, and cultural activations that earn attention and drive impact.
• Foster a test-and-learn culture that encourages innovation, experimentation, and
continuous improvement.

Integrated Planning & Execution
• Lead integrated planning across paid media, social media, creators and
influencers, partnerships, content, commerce, CRM, and digital experiences,
ensuring every channel plays a clear role within the broader consumer journey.
• Provide strategic leadership and guidance on paid media investment, audience
strategy, channel mix, and performance optimization, ensuring plans balance
brand building, cultural relevance, and measurable business outcomes.
• Ensure programs are connected across channels, supported by strong briefs, and
designed to deliver clear consumer and business objectives.
• Lead cross-functional orchestration across internal teams and agency partners,
ensuring strategies are translated into clear plans, aligned execution, and
measurable outcomes.
• Drive simplification and improved ways of working that enable greater speed,
agility, and effectiveness.

Measurement & Performance
• Establish a culture of performance management and continuous improvement,
leveraging learning agendas, testing frameworks, and measurement plans to drive
smarter decisions, faster optimization, and stronger business results.
• Champion modern measurement approaches, including marketing mix modeling,
brand lift, testing and experimentation, and performance analytics.
• Translate data and insights into actionable recommendations that improve
marketing effectiveness and business results.
• Stay current on evolving consumer behaviors, media trends, technology, AI, and
emerging marketing capabilities.

Team & Capability Leadership
• Lead, coach, and develop a high-performing team while fostering a culture of
collaboration, accountability, and continuous learning.
• Establish best practices, frameworks, and benchmarks that strengthen Consumer
Connections capabilities across the portfolio.
• Build strong cross-functional relationships and influence stakeholders at all levels
of the organization.
• Serve as a member of the Consumer Connections leadership team, helping
shape the future vision, operating model, and capabilities of the function.

Qualifications

Education and Professional Experience:

• 10+ years of experience in integrated marketing, media, consumer strategy,
  brand marketing, consumer engagement, or related disciplines.
• Experience leading integrated marketing programs across paid, social, creator,
  partnership, content, and owned channels.
• Demonstrated success building culturally relevant programs that drive
  measurable business outcomes.
• Strong understanding of modern media planning, audience strategy,
  measurement, and performance optimization.
• Experience leading cross-functional teams and influencing senior stakeholders in
  matrixed organizations.
• Experience managing agencies and external partners.

Key Skills and Attributes:

• Systems thinker with deep experience in one or more media or digital disciplines
  and a demonstrated track record connecting strategy, media, culture, creators,
  content, and commerce into integrated marketing programs that drive growth.
• Change agent with a track record of driving transformation and capability
  building.
• Comfortable moving between strategic planning and execution, translating
  complex strategies into clear priorities, actionable plans, and successful
  outcomes.
• Curious learner with strong commercial acumen and passion for emerging
  consumer behaviors, culture, technology, and AI.

Salary Range: $175,000-$200,000, along with an annual bonus, 401K match, profit sharing, and medical and wellness benefits. The salary range is commensurate with the candidate's location, experience, and skillset. The range will vary if outside of the Chicago location.

While relocation, immigration, and/or tax compliance support are not guaranteed, we may offer assistance to successful candidates depending on factors such as role requirements in accordance with company guidelines.