Sr. Director, Paid Media

Overview

The primary responsibility for the Senior Director of Paid Media is to lead the development of each North American banner’s paid media strategy, budget allocation, campaign execution, optimization and reporting to help drive incremental sales and brand awareness at an efficient rate of return to drive growth for the business. This individual will keep a close eye on all campaign planning to ensure timely launches and will monitor media KPIs to ensure budgets are spent adequately and are delivering desired returns on ad spend. In total, they are responsible for a media budget of $75M+ and a 12-person team. In this role, they are also responsible for our vendors media campaigns (co-op campaigns), shaping the team’s A/B testing agenda to improve efficiencies, educating the organization about best-in-class media practices, and identifying new media opportunities and partnerships within the media landscape. They also manage the relationship with our media agency and our top media partners (Google, Meta, TikTok etc). Working collaboratively across multiple teams, this role is responsible for developing brand and performance media programs to build awareness, drive sales and acquire and retain customers for Foot Locker, Kids Foot Locker and Champs.

This role requires effective stakeholder management, extensive knowledge in media (strategy, channels, tactics and measurement) an analytical mindset (platform analytics, adobe analytics, media mix modeling, incrementality testing, KPI monitoring), strong leadership skills and an ability to effectively prioritize projects based on business outcomes. Lastly, this position needs to remain on the cutting edge of understanding and implementing emerging media opportunites to be at the forefront of the constantly evolving media landscape.

Responsibilities

• Lead the development of paid media strategy, tactical planning, campaign execution and optimization for Foot Locker, Kids Foot Locker and Champs in North America to drive brand awareness, customer acquisition and efficient incremental sales growth
• Drive planning, media buying and campaign optimization across all paid channels including SEM, Social, Display, Partnerships, Video (CTV, OTT, Streaming, Linear) Audio (Streaming, Podcasts, Radio), Affiliates and DOOH
• Closely monitor media KPIs to ensure that we are seeing expected return on ad spend; guide the team to lean in when performance is strong and pull back when performance is not at desired levels
• Oversee annual/quarterly media budget planning and daily pacing to ensure that the team meets desired performance benchmarks and adhere to financial targets
• Leverage insights, learnings, A/B testing and analytics to help determine the right channel mix; allocate dollars and manage optimizations to drive optimal results Foot Locker - Internal Use Only
• Ensure that media campaign recaps and performance reports are shared with leadership and key stakeholders so they understand how media contributes to overall business goals and objectives
• Build relationships with key stakeholders across the organization to share insights and evolve processes, capabilities, offerings, media best practices, etc. to streamline and improve project outcomes
• Work closely with the respective marketing banner teams to bring their brand vision and creative storytelling to life in our media channels while adhering to timelines, media best practices and timely optimizations
• Collaborate with the respective marketing banner teams, partner marketing and our vendors (Nike, adidas, New Balance, etc) to develop strong relationships and effective media campaigns that utilizes coop dollars to drive traffic and sales for the respective vendors
• Act as the point person for our media agency and our key media partners (Google, Meta, TikTok, etc) to drive strategic thinking, innovation and to secure Foot Locker participation in Alpha and Beta tests
• Continuously educate teams within the organization how media works and how we can collaborate and work closer together to ensure that our media programs are working as effectively as possible to drive the business
• Lead and develop the paid media team to grow in their capabilities and become trusted partners for other teams within the organization
• Be a thought leader in the media space and help identify emerging trends and new opportunities to A/B test and scale when applicable
  
  

Qualifications

• Bachelor’s Degree in business, marketing, advertising or related field (Master’s degree is a plus)
• 8+ years of digital media background with deep functional experience in relevant media channels and integrated marketing communications
• Strong understanding of both digital and traditional marketing media platforms and technology partners
• 5+ years’ experience leading teams
• Excellent leadership, communication, presentation, and interpersonal skills
• Strong analytical and problem-solving skills with a results/metrics-driven mindset
• Comfortable working in a matrixed organizations with many stakeholders and close cross-collaboration among teams
• Knowledge of industry trends, regulations, and best practices
• Proficient in media and analytical platforms (Google, Meta, TikTok, Adobe Analytics, MMM, etc)
  
  

Benefits

The annual base salary range is $177,000-$195,000. This range represents the anticipated low and high end of the salary for this position. This role is also eligible to receive short and long term incentives that align with individual and company performance. Salary will be determined by the education, experience, knowledge, skills, and abilities of the applicant, internal equity, and alignment with market data. Salary is one component of the Foot Locker, Inc. total compensation package, which includes the below.

Foot Locker Benefits

• Employee Discount
• Paid Time Off
• Medical | Dental | Vision Coverage
• 401(k) | Roth 401(k)
• Stock Purchase Plan
• Life Insurance
• Flexible Spending Account
• Opportunities for Advancement
• Tuition Reimbursement for Qualified Courses
• Strong Company Culture
• Employee Resource Groups