Role SummaryThe Director of Digital Media, Audience Strategy, and Offsite Retail Media will be responsible for developing and executing comprehensive, full-funnel digital media strategies that enhance our brand presence, engage our consumers, and drive revenue through national digital and expanding offsite retail media channels. The remit spans digital media strategy, digital media activation standards, guardrails and best practices, measurement, as well as capability building across the organization. As the media landscape continues to expand and evolve, this role requires a visionary leader with a deep understanding of digital media, audience segmentation, retail media dynamics, technologies, tools and platforms. The ideal candidate will possess strong analytical skills, a creative mindset, and the ability to collaborate across teams (both local and global) to achieve business objectives.
Key ResponsibilitiesDigital Media Strategy (Full Funnel)
- Define the enterprise digital media strategy and ensure integration with national and retail plans; set the standards for NUSA and our agencies for channels such as CTV/OLV, display, audio, social, etc.
- Identify emerging digital media trends and technologies to enhance brand visibility and consumer engagement.
- Establish media guardrails and best practices, and drive thought leadership with clear KPIs, optimization levers, and performance reviews.
- Collaborate to build and scale a test and learn roadmap to accelerate innovation and validate new partners, formats, and data uses.
Audience Strategy & Data Activation
- Own the media audience strategy and segmentation activation framework leveraging 1P/2P/3P (including retailer data), for activation and measurement.
- Partner with CE/Analytics, CRM, and martech to enrich identity resolution, define audience KPIs and scale learning across brands.
- Build "audience first" briefing and QA processes to ensure targeting choices are privacy safe, on strategy, and measurable.
Offsite Retail Media (Strategy, Standards)
- In partnership with the MKC Retail Media leads:
- Set the enterprise approach for offsite retail media: when and how to deploy retailer first party audiences off platform, and how that integrates with national media to avoid duplication and cannibalization.
- Create buying standards that clarify when and how to activate offsite balancing cost transparency, data value, and outcome accountability; socialize these standards with brands.
- Influence RMN roadmaps and JBPs; prioritize offsite test and learns where retailer data drives incremental reach and conversion.
Measurement, Analytics, & Performance Management
- Define the KPI framework across funnel stages and channels, leveraging both internal/external tools for optimal investment strategies
- Co-lead quarterly media performance syntheses across brands and retailers to complement full commercial analytics and insights
Agency & Digital Partner Leadership
- Direct the media AORs digital media strategy and investment resources; ensure quality staffing, scopes, and SLAs deliver to our ambition
- Prioritize partner selection and experimentation, aligning to with MKC teams to drive holistic recommendations
Capability Building & Ways of Working
- Support the continuous capability building of the organization, to understand the dynamic media ecosystem including codifying standards and best practices
- Strengthen full funnel connectivity between national and OMNI offsite retail plans to ensure consistent audiences and measurement across the path to purchase.
Qualifications- Ability to travel 10-15% and work a hybrid office schedule in either Arlington, VA (preferred) or New York, NY
- Bachelor's degree in Marketing, Business, or a related field; MBA preferred.
- 15+ years of experience in digital media, audience strategy, and retail media, with at least 7 years in a leadership role.
- Proven track record of developing and executing successful full funnel digital media strategies that drive business growth.
- Strong analytical skills with the ability to interpret data and make data-driven decisions.
- Experience with digital media technology, tools and platforms.
- Proven leadership capability to inspire and engage teams, navigate complexity, and drive results through collaboration and clear direction.
- Knowledge of current trends and best practices in digital and retail media.
- Excellent communication and interpersonal skills, with the ability to collaborate effectively across teams enabling speed, agility, decision and results.
Location: Arlington, VA (preferred) or New York, NY
Function: Center for Demand Generation (CDG), Media Knowledge Center (MKC)
Reports to: Sr Director, Media Knowledge Center
Travel: ~10-15% (agency, retailer, and cross functional onsite meetings)
The approximate annual pay range for this position is $200,000 to $235,000. Please note that the pay range provided is a good faith estimate for the position at the time of posting. Final compensation may vary based on factors including but not limited to knowledge, skills and abilities as well as geographic location.
Nestlé offers performance-based incentives and a competitive total rewards package, which includes a 401k w
