[Remote] Sr. Director, Paid Media Planning & Strategy

Note: The job is a remote job and is open to candidates in USA. Harry & David Operations Corp is hiring a Senior Director to lead performance-driven digital marketing strategy across the 1-800-FLOWERS.COM, Inc. family of brands. The role oversees paid media planning, investment, measurement, optimization, and cross-functional growth efforts to drive profitable revenue, acquire and retain customers, and improve marketing efficiency.

Responsibilities

• Develop and lead a multi-year performance marketing strategy aligned with company growth objectives, brand priorities, ecommerce growth, customer-acquisition and retention goals, and financial targets
• Translate enterprise and brand business goals into integrated, full-funnel plans spanning awareness, consideration, acquisition, conversion, retention, and reactivation
• Establish the appropriate role, investment level, audience strategy, and performance expectations for each channel, site
• Drive profitable revenue growth by balancing customer acquisition, repeat purchase, customer lifetime value, marketing contribution margin, and marketing efficiency
• Develop annual, quarterly, seasonal, and occasion-based marketing plans reflecting the company’s key gifting periods and categories and changing consumer demand
• Create investment scenarios and contingency plans that allow budgets to be shifted quickly based on demand, performance, inventory, competitive activity, and business priorities
• Identify and evaluate emerging platforms, partnerships, technologies, and customer-acquisition opportunities
• Leverage measurement system of truth across MMM, MTA and incrementality to better understand the impact that paid media and marketing has on the business
• Partner with channel leaders (paid search, display, paid social, influencer, marketplace, affiliate, top of funnel/TV/audio) and measurement/analytics lead for paid media strategy across major platforms. Develop integrated paid social strategies across relevant platforms, aligning audience, creative, offer, and landing-page experiences
• Partner with Brand and Content leaders to establish an effective paid media strategy, content approach, priority narratives and GTM campaigns
• Create a disciplined process for documenting test hypotheses, results, implications, and future actions
• In partnership with measurement lead, advance the company’s use of attribution, marketing-mix modeling, incrementality testing, holdout groups, cohort analysis, and customer-level performance measurement
• Define channel and enterprise key performance indicators, including return on ad spend, customer acquisition cost, cost per acquisition, marketing efficiency, conversion rate, average order value, new-customer growth, repeat purchase, and lifetime value
• Partner with Finance and Analytics to develop forecasts, performance scenarios, budgets, and business cases
• Build executive-level dashboards and reporting that translate complex marketing data into clear insights, risks, opportunities, and recommended actions
• Partner with channel leads to evaluate new platforms to test into and aligned to measurement learning agenda
• Evaluate marketing technology, analytics tools, automation, and artificial intelligence capabilities that can improve decision-making, efficiency, personalization, and performance
• Develop methods for separating incremental growth from demand that would have occurred without additional marketing investment
• Manage the paid media budget with accountability for revenue, profitability, pacing, forecast accuracy, and return on investment
• Make disciplined investment decisions across brands, audiences, channels, campaigns, and customer segments
• Develop clear processes for annual planning, campaign briefing, budget approval, forecasting, optimization, reporting, and post-campaign evaluation
• Help lead relationships with media agencies, technology providers, platform partners, and other external vendors
• Establish agency and vendor performance expectations, service-level requirements, financial controls, and accountability measures
• Standardize paid media practices across the family of brands while preserving appropriate flexibility for differing audiences, products, and business models
• Ensure campaigns and digital experiences are thoroughly reviewed for accuracy, tracking, functionality, offer compliance, and brand consistency before launch
• Serve as a strategic partner to Brand, E-Commerce, CRM, Merchandising, Creative, Product, Technology, Finance, and Analytics leadership
• Build alignment across brands and functions regarding investment priorities, channel roles, measurement standards, and customer-growth opportunities
• Present performance, forecasts, risks, and strategic recommendations to executive leadership in a clear, concise, and commercially focused manner
• Champion enterprise thinking and ensure decisions reflect the overall interests of the company and its customers rather than individual channels or platforms

Skills

• Bachelor's degree in Marketing, Business, Analytics, Economics, or a related discipline; equivalent professional experience will also be considered
• 7-12 or more years of progressive experience in performance marketing, digital marketing, growth marketing, e-commerce, or a related field
• At least two to five years of senior leadership experience overseeing multiple digital marketing disciplines and leading leaders
• Demonstrated success driving profitable customer acquisition and revenue growth within a large-scale B2C e-commerce, retail, marketplace, or digitally led consumer business
• Deep expertise in paid search, influencer/creator strategies, shopping and product feeds, affiliate marketing, display/programmatic advertising, paid social, SEO, TV/audio, and conversion optimization
• Experience managing significant marketing budgets and making investment decisions across multiple brands, channels, customer segments, or business units
• Strong understanding of digital customer journeys, landing-page strategy, website usability, content performance, personalization, and experimentation
• Advanced analytical and financial acumen, with the ability to connect marketing activity to revenue, profitability, customer value, and enterprise performance
• Experience with attribution methodologies, marketing-mix modeling, incrementality testing, customer segmentation, forecasting, and executive reporting
• Working knowledge of major advertising platforms, shopping platforms, affiliate networks, analytics solutions, testing platforms, content-management systems, and customer-data technologies
• Demonstrated ability to build and develop high-performing teams while effectively managing agencies, vendors, and platform partners
• Strong executive presence and communication skills, with the ability to influence senior leaders and create alignment across complex, matrixed organizations
• Proven ability to operate effectively in a fast-paced environment with significant seasonal peaks, shifting priorities, and high expectations for execution
• Customer-centered, commercially minded leadership style with a strong bias toward action, measurement, and continuous improvement
• Experience within a multi-brand e-commerce, gifting, retail, consumer products, or highly seasonal business
• Experience leading paid media across both customer acquisition and retention
• Familiarity with privacy requirements, consent management, brand safety, and evolving digital advertising regulations
• Experience using automation, machine learning, or artificial intelligence to improve bidding, audience selection, content, personalization, forecasting, and marketing productivity

Benefits

• Remote work (Atlanta, GA).

Company Overview