Staples Senior Director of Integrated Media in Framingham, Massachusetts

Description

Position Summary:

A critical leader in the Marketing Center of Excellence, the Senior Director of Integrated Media is responsible for utilizing paid media strategies to build the brand and drive customer objectives across the Staples US Retail and North American Delivery businesses (inclusive of consumer, small business, mid-market and Corporate & Enterprise). This role is responsible for communications planning and oversees execution of a $135M+ media budget across traditional and digital channels (including Print, TV, Radio, Paid Search, Display, Digital Video, Digital Audio, Paid Social, Affiliates, Content Syndication, and Vendor co-op). The Senior Director is accountable for meeting business metrics, providing accurate/timely measurement, driving continuous improvement through aggressive testing, and educating cross-functional partners. S/he leverages deep subject matter expertise and industry credibility to push innovation and evolution within proven and emerging channels/technologies. The Senior Director is a strong leader and developer of people, who excels in a fast-paced, results-oriented, dynamic business environment.

Key Job Responsibilities:

  • Drive communications planning at Staples; Design media campaigns that build the Staples brand, and achieve business-specific outcomes (incremental sales/margin, customer acquisition, Retail traffic, etc.)

  • Own budget planning, execution, forecasted impact and reporting of media programs

  • Oversee 16-person team responsible for activating $135M+ of media spend to achieve objectives

  • Partner with leadership across Marketing, Digital Business, B2B Sales, and Merchandising to drive profitable growth

  • Lead communication of performance results and drive recommendations for optimization and growth including recommendations for media investment optimization and channel preference/trade offs based on program objective

  • In this rapidly changing media and customer environment, continuously explore and test new media opportunities

  • Working closely with Agency and customer insights teams, develop deeply rooted understanding of target customers’ needs, attitudes, and behaviors

  • Manage multiple media partners (e.g. Ad agencies, Google) to deliver on plans and identify, test, and roll-out new capabilities (with a focus on B2B solutions); Drive proactive innovation

  • Grow external supplier participation in co-op, managing internal resources to deliver highest mutual value for Staples and supplier partners

  • Partner with Analytics teams to develop testing methodologies and capabilities to track, measure, & report on key metrics

  • Provide leadership and strong POV regarding growing trend to de-couple traditional agency of record model with additional in-house expertise, data ownership, enhanced adtech capabilities and media transparency

  • Manage key Director+ relationships across Business Units, Technology, Merchandising, and Marketing to drive growth in lead gen, retention, share of wallet, and penetration of key products/categories

  • Serve as Subject Matter Expert for all Integrated Media; Proactively educate partners and response to related inquiries across the Staples organization; Relationship with SVPs and business leads (VPs) to communicate business priorities, strategy and expectations

  • Drive partnership and accountability across agencies to deliver on plan

  • Oversees responsibilities and performance of team

  • Create and deploy action plan to attract, retain, and develop talent across direct/indirect reports

  • Conduct full performance appraisals and coaching for direct reports (including career pathing)

  • Drive people management skills of managers on team (both hard and soft skills)

  • Monitor and implement initiatives that drive associate engagement

Qualifications

Education/Experience:

  • Bachelor’s Degree

  • MBA preferred

  • 15+ years’ experience as a leader within media industry, demonstrating progressive growth and expansion

  • Experience within a multi-channel retailer, a media agency, or a B2B company

Professional Knowledge/Experience:

  • Strategic thinker with thorough understanding of Integrated media (inclusive of traditional and digital)

  • Leadership of media planning (e.g. customer insights, comms planning, media research tools)

  • Vendor management and negotiations skills

  • Ability to influence key decision makers

  • Advanced level of knowledge of AdTech and current marketplace trends (ads.txt., blockchain, GDPR, cross-device, CRM data on boarding, etc.)

  • Proven developer of high-performing teams

Staples is an Equal Opportunity Employer. All qualified applicants will receive consideration for employment without regard to race, color, religion, age, sex, sexual orientation, gender identity, national origin, protected veteran status, disability, or any other basis protected by federal, state, or local law.