Position Summary...The Director, Media Strategy & Activation is responsible for defining, leading, and continuously evolving Walmart Canada's end-to-end media strategy across Affiliate Marketing, Digital Flyer, Offline Media (TV, Radio, OOH), and emerging channels, in support of Store, eCommerce, and Offsite Retail Media objectives.
This role sets the strategic direction for how media investments drive full-funnel growth across both owned marketing programs and advertiser-funded offsite retail media, ensuring clear channel roles, integrated planning, and disciplined execution. The Director partners closely with cross-functional leaders to deliver measurable business impact, optimize media effectiveness, and scale innovation across the media ecosystem.
What you'll do...- End-to-end ownership of media strategy and activation across omni-channel, eCommerce, and offsite retail media, spanning Affiliate Marketing, Digital Flyer, Offline Media (TV, Radio, OOH), and emerging channels.
- Strategic leadership across owned marketing media investments for both Store and eCommerce, as well as advertiser-funded offsite retail media programs through Walmart Connect, ensuring media strategies are aligned to Walmart Canada business objectives while delivering measurable value for advertising partners.
- Accountability for full-funnel media performance across omni-channel, eCommerce, and offsite retail media, with direct ownership of how media investment drives sales, customer growth, profitability, and ROI. This includes balancing revenue growth with efficient investment and optimizing channel mix and funding decisions to maximize incremental and sustainable business impact.
- Leadership of multi-disciplinary media teams and agency partners, setting operating models, performance standards, capability roadmaps, and talent development plans across digital and offline media.
- Ownership of media investment strategy, budget governance, and optimization, including forecasting, pacing, and cross-channel trade-offs.
- Own the media measurement and analytics vision across omni, eCommerce, and offsite retail media, including KPI frameworks, attribution approaches, experimentation, and learning agendas. Partner with Analytics and Data teams to ensure performance is accurately measured, insights are actionable, and results are clearly communicated to senior leadership and external partners.
- Set the strategic direction for media technology and data enablement, including tagging frameworks, server-side and client-side integrations, privacy-safe data usage, and platform connectivity. Ensure MarTech and AdTech capabilities scale media effectiveness, support retail media monetization, and comply with evolving privacy and governance standards.
- Executive partnership with Marketing, eCommerce, Merchandising, Walmart Connect, Product, Analytics, Finance, and Creative to drive integrated planning, prioritization, and decision-making.
- Responsibility for innovation and emerging channel evaluation, identifying, testing, and scaling new platforms, formats, and partners that advance omni growth, digital flyer evolution, and offsite retail media expansion.
Qualifications:- Bachelor's degree in Marketing, Business, Digital, or a related field; advanced degree (MBA) considered an asset.
- 12-15+ years of progressive experience in media, digital marketing, or growth roles, including senior leadership across multiple disciplines.
- Proven track record of managing large-scale media investments and driving measurable impact across sales, profitability, customer acquisition, and brand outcomes.
- Deep understanding of media platforms, MarTech and AdTech ecosystems, including measurement, attribution, tagging frameworks, and privacy-first advertising principles.
- Demonstrated experience leading and developing high-performing teams and managing complex agency ecosystems in fast-paced, omni-channel environments.
- Strong executive communication skills, with the ability to translate complex media and performance data into clear, actionable insights for senior leadership and external partners.
- Experience in retail, grocery, or similarly complex commercial environments strongly preferred.
- Demonstrated fluency across major media platforms (e.g., Google, Meta,TikTok), combined with hands-on experience leveraging advanced analytics, measurement, and attribution tools to inform strategy, optimize performance, and translate data into actionable business insights.
Leadership Expectations:
Respect the Individual:
Builds high-performing teams; seeks, and embraces differences in people, cultures, ideas and experiences; creates a workplace and experiences where all associates feel seen, supported and connected through culture of belonging so associates thrive and perform; drives a positive associate and customer experience for all.
Creates a discipline and focus around developing talent through feedback, coaching, mentoring, and developmental opportunities; builds the talent pipeline, fosters an environment allowing everyone to bring their best selves to work, empowers associates and partners to act in the best interest of the customer and company, and regularly recognizes others' contributions and accomplishments; supports strategies and drives initiatives that attract and retain the best talent.
Builds strong and trusting relationships with team members and business partners; works collaboratively and cross-functionally to achieve objectives; and communicates and listens attentively, with energy and positivity to motivate, influence, and inspire commitment and action.
Acts with Integrity:
Maintains and promotes the highest standards of integrity, ethics and compliance; models the Walmart values and leads by example to foster our culture; supports Walmart's goal of becoming a regenerative company by taking action to advance opportunity, sustainability, community, and integrity (e.g., creating fair opportunities for associates and suppliers, driving local giving efforts).
Ensures that teams follow the law, our code of conduct and company policies; promotes an environment where associates feel comfortable sharing concerns, and models our culture of non-retaliation; listens to concerns raised by associates and takes action, and enables others to do the same; holds self and teams accountable for achieving results in a way that is consistent with our values.
Acts as an altruistic servant leader and is consistently humble, self-aware.
Serve our Customers:
Delivers expected business results while putting the customer first and consistently applying an omni-merchant mindset and acting with an Every Day Low Cost mindset to drive value and Every Day Low Prices for customers.
Adopts a holistic perspective that considers data, analytics, customer insights, and different parts of the business when making plans and implementing strategies.
Strive for Excellence:
Consistently raises the bar and seeks to improve; demonstrates curiosity and a growth mindset; seeks feedback, asks thoughtful questions, and fosters an environment that supports learning, innovation, learning from mistakes, and intelligent risk-taking; and exhibits resilience in the face of setbacks.
Drives continuous improvements, supervises the adoption of new technology, and supports digital disruption in line with Walmart's business model.
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Minimum Qualifications...Outlined below are the required minimum qualifications for this position. If none are listed, there are no minimum qualifications.
Age - 16 or older
Preferred Qualifications...Outlined below are the optional preferred qualifications for this position. If none are listed, there are no preferred qualifications.
Primary Location...1940 Argentia Rd, Mississauga, ON L5N 1P9, Canada
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