Full Job Description
The Senior Director of Media Strategy & Planning is responsible for optimizing overall paid media performance to drive traffic and ROI. This role accelerates transformation to maximizing the holistic customer experience – bridging digital and physical environments – delivered through precision/addressable media, powered by Walgreen’s 1st Party Data. Oversees the development of all media plan strategies across business units and core marketing pillars, as well as execution and performance – driving in-market optimization to maximize ROI across all channels. Works to build the organization of the future, bringing AdTech literacy and media audience strategy & development to the forefront of Walgreens Media.
Job Responsibilities (listed in order of importance and/or time spent)
Orchestrates the end-to-end media strategy, planning & execution process with Walgreens across core marketing pillars (eg: Seasonal, Community, Chronic Conditions, Med D, Market Access) and ensures effective collaboration with the corresponding cross-functional squads
Collaborates with the executive leadership team to ensure that the most effective channel mix is implemented at all times. Continually drives innovation using a test and learn mentality in those channels and delivering consistent optimization across channels to maximize performance
Delivers clear strategic roles and priorities of media tactics – upper, middle, lower funnel – relative to investment level and working with cross-functional Analytics partners to create consistent measurement/KPI frameworks for each (eg: performance/conversion, awareness, relevancy/consideration, etc…)
Oversees media audience and data strategy to maximize use of Walgreens 1st party data in order to both create a seamless customer experience and sharpen tie to traffic/sales (digital and in-store)
Collaborates with agency, publisher, and ad tech partners to achieve goals and drive gains on KPIs for both marketing efficiency (reducing sub-optimal ad spend) and effectiveness (growing awareness, traffic, and sales contribution for the same spend).
Ensures holistic customer experience is core to short and long term media plan strategies - including across owned digital channels - and plan executions are delivering against digital marketing best practices and advanced industry learning driving towards best-in-class digital engagement
Champions and co-owns the learning agenda and evolving set of playbooks that document best practices from day-to day operations, pilots and partners in order to achieve continual marketing performance gains.
Integrates the learning agenda into media plans by translating high-level goals with discrete activation of test and learn pilots to continually improve media execution.
Drives accountability for growth and optimization of consumer awareness, market share and/or specified initiatives. Reviews the competitive marketplace and makes adjustments to activities based upon identified information.
Oversees and directs the work of direct reports and their subordinates. Obtains and allocates resources to meet business needs. Ensures the ongoing training and development of direct reports. Develops and mentors staff through on-boarding, open communication, training and development opportunities and performance management processes; builds and maintains employee morale and engagement; ensures the team is appropriately staffed with required competencies; fosters a diverse and inclusive workplace
Walgreens (walgreens.com), one of the nation's largest drugstore chains, is included in the Retail Pharmacy USA Division of Walgreens Boots Alliance, Inc. (Nasdaq: WBA), a global leader in retail and wholesale pharmacy. Walgreens is proud to be a neighborhood health, beauty and retail destination supporting communities across the country, and was named to FORTUNE* magazine’s 2019 Companies that Change the World list. Approximately 8 million customers interact with Walgreens in stores and online each day. As of August 31, 2019, Walgreens operates 9,277 drugstores with a presence in all 50 states, the District of Columbia, Puerto Rico and the U.S. Virgin Islands, along with its omnichannel business, Walgreens.com. Walgreens also provides specialty pharmacy and mail services and offers in-store clinics and other health care services throughout the United States, most of which are operated by our health care strategic partners. An Equal Opportunity Employer, including disability/veterans.
Bachelor’s Degree and at least 8years of digital advertising or marketing experience OR High School/GED and at least 11 years of digital advertising or marketing experience.
Experience with Media Planning and Buying, particularly in digital media channels.
Experience with key Ad Tech platforms such as AdWords, Google Analytics, Demand Side Platforms (DSP), and Data Management Platforms (DMPs)
Experience with in-store traffic generation (e.g. click-to-brick marketing) and brand building techniques using Search, Affiliate, Social, and Programmatic (e.g. Targeting, content and creatives for programmatic and Social, SEO and SEM).
Experience managing projects (for example: planning, organizing, and managing resources to bring about the successful completion of specific project goals and objectives) and collaborating across multiple agile teams with fragmented priorities.
At least 5 years of experience contributing to financial decisions in the workplace.
At least 5 years of direct leadership, indirect leadership and/or cross-functional team leadership.
Willing to travel up to 10% of the time for business purposes (within state and out of state).
Bachelor's degree with a concentration in marketing or business
Master’s degree / MBA
Experience with media agency and/or media lead role at brand/client
Experience with ad-tech and programmatic execution.
Experience planning and/or executing omni-channel marketing campaigns, retail specific and or involving healthcare related marketing regulations.