Director, Paid Media, Hybrid

Belk, Inc. & Belk eCommerce LLC

• $131K — $175K *
Charlotte, NC 28269Hybrid
Media
8 - 10 years of experience
Today
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Job Overview by Ladders

Qualifications

  • 10+ years of experience in paid media or performance marketing, with significant involvement in $50M+ media investments.
  • Deep understanding of both retail and eCommerce growth dynamics, alongside audience strategy and personalization.
  • Strong financial acumen in forecasting, budget management, and performance metrics like ROAS and incremental ROAS.
  • Proven track record in leading media transformations and channel expansions.
  • Ability to successfully manage agencies, teams, and engage senior stakeholders through complex priorities.

Responsibilities

  • Own and strategically manage a $60-$80M annual paid media budget for optimal sales and growth.
  • Lead forecasting and budget management, adjusting media investments based on performance and market trends.
  • Collaborate with Finance and Analytics to link media spending with measurable business outcomes and define clear investment strategies.
  • Create integrated media plans aligned with retail and eCommerce calendar events for efficient resource allocation.
  • Orchestrate multi-channel investments (Search, Social, Programmatic) to optimize awareness, traffic, and conversion rates.
  • Utilize advanced data strategies to refine audience targeting and enhance customer personalization.
  • Drive the transformation of paid media capabilities to stay relevant with changing media economics and consumer behavior.

Benefits

  • Comprehensive health coverage options.
  • Opportunities for professional development and growth.
  • Collaborative and innovative work environment.
  • Flexible work arrangements to support work-life balance.
Full Job Description

The Director, Paid Media will lead the strategy, orchestration and performance of Belk’s$6080M annual paid media investment, driving profitable growth across stores and eCommerce. This role will connect media investment to Belk’s business priorities and retail rhythms, ensuring dollars are dynamically deployed against the customers, channels and moments with the greatest opportunity.

The Director will bring deep expertise in media investment, customer data and measurement while leading the continued transformation of Belk’s paid media capabilities. This leader will orchestrate across Paid and Owned channels, agencies, platforms and internal teams to maximize sales, incremental return and long-term customer value.

Media Investment & Business Performance

Own strategy and stewardship of$6080M in annual media investment,establishingallocation across channels,customersand business priorities to drive store and eCommerce sales, ROAS and incremental ROAS.

Lead annual, seasonal and in-quarter forecasting, budget management and pacing, dynamically shifting investment based on performance, business trends, retailprioritiesand incremental opportunity.

Partner with Finance and Analytics to connect media investment to business outcomes throughMMM, LTC, incrementality and attribution, translating measurement into clear investment decisions.

Retail & Cross-Channel Orchestration

Develop integrated media strategies aligned to the retail calendar and business cycle, including key events, promotions, category priorities, storeneedsand eCommerce growth opportunities.

Orchestrate investment across Search, Shopping, Social, Affiliate, Programmatic and emerging channels, understanding the distinct role each plays across awareness, consideration,trafficand conversion.

Balance short-term business needs with longer-term growth, ensuring media can flex quickly to support changing sales trends, inventoryopportunitiesand enterprise priorities.

Customer, Data & Personalization

Lead the use offirst-party customer data, third-party data and platform signalsto advance audience strategy, personalization,acquisitionand customer growth.

Develop strategies that differentiate investment, messaging,productsand experiences based on customer cohorts, lifecycle,behaviorand businessopportunity.

Build a deep partnership with Owned Media to orchestrate Paid and Owned customer experiences,optimizingcontact strategy, audienceactivationand the role of each channel across the customer journey.

Transformation & Capability Expansion

Lead the continued transformation of Belk’s paid media capabilities,identifyingopportunities to modernize channels, technology, measurement, operatingmodelsand ways of working.

Establisha rigorous test-and-learn agenda thatidentifiesnew sources of incremental growth and creates clear pathways from pilot to scaled investment.

Build business cases for new channels, capabilities and investments while ensuring the organization evolves with changing customer behaviors,platformsand media economics.

Agency, Team & Cross-Functional Leadership

Lead media agencies and strategic platform partners with clear accountability for investment strategy, forecasting, optimization,innovationand measurable business performance.

Develop a high-performing internal media team with strong channelexpertise, analytical capability and understanding of how media connects to broader business performance.

Partner deeply across Owned Media, Marketing Planning, eCommerce, Merchandising, Creative, Analytics and Finance to ensure media strategy is integrated into enterprise priorities and go-to-market planning.

Position Contribution Level

Minimum Education & Experience

  • 10+ years of progressive experience in paid media, performancemarketingor integrated media, including leadership of significant $50M+ media investments in retail or another high-volume consumer business.

  • Deep cross-channelexpertisewithdemonstratedunderstanding of store and eCommerce growth, retail business cycles, first- and third-party data, audiencestrategyand personalization.

  • Strong financial and analytical acumen withexpertisein forecasting, budget management, MMM, LTC, attribution,ROASand incremental ROAS.

  • Demonstrated success leading media transformation, channelexpansionand adoption of new capabilities.

  • Proven ability to lead agencies, platforms,teamsand senior cross-functional stakeholders through complex business priorities.

  • Ability to translate customer,mediaand business performance into decisive recommendations on where to invest, when to shift and how to drive incremental growth.

Knowledge & Skills

  • Strong leadership and team development skills

  • Strong financial and analytical acumen withexpertisein forecasting, budget management, MMM, LTC, attribution,ROASand incremental ROAS.

  • Demonstrated success leading media transformation, channelexpansionand adoption of new capabilities.

  • Proven ability to lead agencies, platforms,teamsand senior cross-functional stakeholders through complex business priorities.

  • Ability to translate customer,mediaand business performance into decisive recommendations on where to invest, when to shift and how to drive incremental growth.

  • Track recordof gaining collaboration and alignment across diverse, cross-functional teams

Physical

  • Available and able to travel as needed

Reporting Relationships

Supervisor

Supervises

Pay Range

$131,000-$175,000

Reflected is the base pay range offered for this position. Pay may vary depending on factors including but not limited to achievements, skills, experience, or work location. The range listed is just one component of the compensation package offered to candidates.

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* Ladders Estimates

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