Overview

Role Mission

The role of the Director, Digital Media is to oversee and execute digital media strategies in the paid social, display, programmatic and video spaces. This performance-focused role will ensure the development of an iterative data-driven media strategy to planning, utilizing a suite of tools to its full potential while sharing accountability for top line sales. Responsible for managing, executing, analyzing, optimizing and reporting on plans in collaboration with Senior Director, WW Media Team and ad agencies. This position reports to the Vice President, Media.

Key Accountabilities

Strategy & Planning
  • Create bottoms-up Digital Media strategy and budget anchored in online and offline sales goals; evaluate mix of spend across channels and time periods targeting key KPIs for efficiency, ROAS, traffic, conversion rate and others that allow you to manage performance with precision;
  • Build an operating routine in collaboration with the WW Media Team, E-commerce, Retail and Product Marketing that allows for continuous optimization and intra-week decision making to maximize investments and effectively go-to-market plan;
  • Own day-to-day execution, analysis, budget, and integrated reporting cadence with E-Commerce to Executive Team;
  • Partner with E-Commerce team on forecasting and investment analysis with each budget cycle;
  • Develop a continuous testing strategy in collaboration with the WW Media Team—including creative and channel testing to unlock new opportunities for growth;
  • Nurture relationships with key media partners (including Facebook, Google, Snapchat) to secure first-to-market testing and beta opportunities;
  • Manage the necessary tools for executing media plans (flowchart, MMS);
  • Coordinate in the development of all media briefs and debrief media agencies;
  • Communicate with media agencies on a regular basis and ensure they have the final media plans and campaign budgets and are accurately executing and optimizing on plans;
  • Partner with Director, Social Media, Influencer Marketing and Native on media innovation for the GAI region, working to find and develop new ways of reaching the Gucci Community in close collaboration with the eMarketing team and our Worldwide counterparts;
  • Ensure all media proposals, reporting, materials, screenshots are organized and accessible to team;
  • Liaise with Kering Eyewear and Gucci Watches and Jewelry to develop and execute campaign;
Analysis
  • Aggregate and analyze digital data from various analytics tools and external partners;
  • Compile tracking and KPI charts for all digital media activities with key recommendations for optimizations for short- and long-term planning;
  • Oversee monthly Executive reports and insights decks for all responsible media activity;
  • Manage ROAS reporting in collaboration with key partners;
Creative
  • Oversee the asset trafficking process between CID, the development agencies and the Media Agency;
  • Review Global Digital Campaign briefs for all plans and partner with Product Marketing, eCommerce and Merchandising to select the appropriate images/products for our region and select ideal landing pages;
  • Collaborate with eCommerce and Merchandising to ensure landing pages feature the focus products in the gallery and hero photography and report back creative learnings and insights to help inform future decisions;
  • Liaise with Kering Eyewear and Gucci Watches and Jewelry to confirm advertising creative selections;
Budget
  • Strategize and own GAI Digital Performance Media budgets for all categories (Fashion, eyewear, timepieces & jewelry);
  • Review and prepare all digital media invoices for approval in a timely manner;
  • Approve invoicing and ensure all invoice discrepancies are resolved in a timely manner in coordination with Assistant Media Planner, AP and the vendor;
  • Reconcile digital media plans with actual spend, in coordination with the agency and ensure all documentation/reports are up to date;
General
  • Oversee GAI Data Management Platform (DMP) digital media roll-out and uses including audience testing opportunities;
  • Manage and mentor the Assistant Media Strategist position;
  • Coordinate with Agency Partners managing projects and information flow;
  • Adapt Global Quarterly Media Briefs for North America region;
  • Liaise with Digital Media Agencies on execution of Media Plans.
Key Requirements
  • College Degree;
  • 8+ years’ progressive relevant experience in digital marketing across owned retail and e-Commerce in a category with physical products;
  • Experience in digital media planning, with a multi-channel performance marketing background;
  • Proficient in analytics tools for tracking all digital media KPIs (Google analytics, DFA tracking);
  • Highly proficient in Microsoft Office (Word, PowerPoint, Excel);
  • Experience in Software programs FileMaker and Infocube is recommended, but not required. Willingness to learn is a must;
  • Domestic travel when necessary.
Key Behaviors
Explore
  • Considerate Thinker
    • Sees the big picture and understands how own actions and decisions impact others and the organization as a whole
  • Solutions Developer
    • Actively scans the environment for new approaches, blending different ideas to come with creative yet effective solutions
Deliver
  • Accountable Achiever
    • Actively gets things done, raising the bar for performance and taking accountability for own actions
  • Agile Advocate
    • Driven by the sense of urgency, promotes change and takes smart risks in pursuit of goals
Connect
  • Connection Builder
    • Builds trust-based relationships across boundaries and encourages collaboration
    • Adapts own style to communicate impactfully
  • People Enabler
    • Empowers others by providing autonomy and encouraging self-expression, valuing and amplifying each person’s uniqueness
Build
  • Continuous Learner
    • Is self-aware, curious to learn and seeks feedback from others to continuously grow, always putting improvement over comfort
  • Talent Builder
    • Provides constructive and on-going feedback, coaches and helps others to achieve their full potential
Work Authorization
•            Qualified candidates must have the proper work authorization to work in the United States

Note for New York City based roles: Any offer of employment is contingent on providing proof that you are fully vaccinated against COVID-19 prior to your start date, subject to approved medical and/or religious exemptions, in accordance with applicable law.

EOE M/D/F/V

 
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