Position Summary:

Bimbo Bakeries U.S. is looking for a new Sr. Director of Media to lead an exciting transformation in the way we invest in our brands to generate growth.

The Sr. Director of Media will lead the strategy, operating model, and performance agenda for Bimbo Bakeries USA's full funnel media investment (paid, owned, and connected media ecosystem), result in our brands growing at or above category rates. This role is responsible for building a modern media organization that strengthens brand equity, drives consumer demand, improves media effectiveness, and accelerates growth across BBU's portfolio of iconic brands.

This leader will serve as the enterprise media authority and a strategic partner to Brand, Omnichannel, Sales, Consumer Relations, Analytics, Legal, Creative, and agency teams. The role will own the end-to-end media vision, including annual planning, investment strategy, agency leadership, media measurement, test-and-learn design, governance, and capability building. A critical early responsibility is to shape the right balance of resourcing and data access and application across external agencies and internal teams. This includes knowing how best to harness data signals for continuous improvement in our creative effectiveness, playing a key influence role to the teams responsible for owned and paid content experiences across the audience journey.

The ideal candidate is a modern media leader who can move fluidly between strategy and execution, brand building and performance, data and creativity, and internal influence and external partnership. This person brings deep expertise in full-funnel media, digital acceleration, measurement, agency management, and CPG brand building, with a track record of translating media investments into stronger brands, better consumer engagement, and measurable business outcomes.

There will also be an external facing component to the role as we look to more regularly benchmark, learn from other successful brands, recruit great talent and connect with partners to create new advantages in how we go to market.

Key Responsibilities:

• Lead the enterprise media strategy across BBU's portfolio, ensuring media plans support brand objectives, consumer demand generation, household penetration, awareness, affinity, and sales growth.
• Partner with Brand teams to set media priorities, investment levels, audience strategies, channel roles, and performance expectations across annual, quarterly, and campaign planning cycles.
• Establish a consistent media planning framework that clarifies the role of each channel, including linear TV, OTT, streaming audio, programmatic, paid social, search, retail media, video, content syndication, and emerging platforms.
• Build a scalable media operating rhythm that enables monthly learning, quarterly optimization, and annual planning improvements.
• Champion a full-funnel approach that balances long-term brand building with short-term performance and conversion objectives.
• Lead the media measurement agenda, ensuring teams have clear KPIs, consistent reporting, and actionable insights across awareness, engagement, sales, ROI, household penetration, affinity, and other business outcomes.
• Partner with Analytics and external providers to connect campaign performance, Marketing Mix Modeling, retail sales data, test design, and optimization recommendations.
• Establish a test-and-learn roadmap that helps brands de-risk media investments, validate hypotheses, scale winning ideas, and improve ROI over time.
• Lead media agency relationships, ensuring external partners deliver strong strategy, execution, optimization, transparency, reporting, and innovation.
• Benchmark BBU's media approach against leading CPG and consumer brands to identify opportunities for competitive advantage.
• Build strong external relationships that help BBU stay ahead of media trends, technology shifts, consumer behavior changes, and marketplace opportunities.
• Build, coach, and develop a high-performing media team with expertise across brand media, social media, analytics, agency management, test design, and performance optimization.
• Upskill the broader Marketing organization on media fundamentals, digital trends, measurement, audience strategy, and investment effectiveness.

Key Behavioral Competencies

• Enterprise Strategy Leadership: Defines and drives long-term portfolio and brand strategy, shaping business direction and influencing enterprise priorities
• Executive Influence: Shapes decisions at the highest levels through compelling storytelling, strategic clarity, and strong business cases
• Organizational Leadership & Talent Development: Builds, leads, and evolves high-performing, diverse teams; develops future leaders and drives a strong performance culture
• Collaboration & Partnership: Builds deep, trust-based relationships across commercial, operational, and global partners to deliver results

Leadership Competencies:

• Situational Adaptability: Adapts approach and attitude in real time, according to the changing demands of different situations.
• Drives Engagement: Creates a climate where people are motivated to do their best to help the organization achieve its objectives.
• Ensures Accountability: Holds self and others accountable to meet commitments.
• Manages Complexity: Makes sense of complex, high quantity, and sometimes contradictory information to effectively solve problems.

Education and Work History:

• Bachelor's degree in Marketing, Business, Communications, Analytics, or related field required.
• Master's degree or MBA preferred.
• A minimum of 10 years of relevant media planning and buying, marketing, consumer connections, agency, or brand-building experience.
• Experience leading media strategy for large consumer brands, preferably in CPG, food, retail, or consumer products.
• Deep understanding of full-funnel media planning, including TV, OTT, streaming, programmatic, paid social, search, retail media, digital video, content syndication, and emerging platforms.
• Strong experience managing agencies and external partners.
• Experience with Marketing Mix Modeling, campaign measurement, test-and-learn design, retail sales data, audience strategy, digital performance data, and ROI analysis.
• Demonstrated ability to lead teams, influence senior stakeholders, and drive transformation in a matrixed organization.
• Strong executive presence, written communication, presentation skills, and business storytelling.