Senior Director; Brand, Integrated Marketing

Description

**Senior Brand Director, Integrated Marketing**

**Reports to:** VP, Brand Marketing
**Function:** Brand Marketing
**Location:** Oak Creek, WI / Hybrid

**THE ROLE**

Stella & Chewy’s is entering its next chapter of growth. As we expand our reach, enter new channels and introduce more pet parents to the power of raw-inspired nutrition, we need to build demand differently. The consumer does not experience “brand media,” “shopper,” “retail media,” “social,” “commerce” and “PR” as separate disciplines and neither should we.

The **Senior Brand Director, Integrated Media** will be responsible for turning Stella & Chewy’s brand and business strategy into **one connected, full-funnel demand plan** that builds the brand, recruits new households and accelerates conversion wherever consumers choose to shop.

This leader will sit at the intersection of **brand building and commercial growth**, connecting paid media, retail media, shopper marketing, social, creators, commerce, communications and experiential activation around a common consumer journey and a common set of business outcomes.

This is a senior brand leadership role for someone who understands that the best modern marketing does not choose between **brand and performance**—it deliberately builds both.

**WHAT YOU WILL OWN**

**1. Build the Integrated Demand Strategy**

Translate our annual Brand Plan, growth priorities and commercial calendar into a single integrated communications and demand-generation strategy.

You will:

* Create the annual and rolling integrated media plan across paid, owned, earned, shopper, retail media, commerce, creator and experiential touchpoints.
* Establish the role of each channel across the consumer journey. From mental availability and consideration through trial, conversion, repeat and advocacy.
* Connect national brand-building investment with retailer and market-specific activation so consumers experience **one Stella & Chewy’s brand**, regardless of where they encounter us.
* Lead an integrated planning rhythm built around **one plan, one brief, one calendar, one measurement agenda and one in-year optimization rhythm**.
* Ensure media strategy starts with a consumer and business problem.

**2. Own Media Strategy & Investment**

Act as the senior business owner of Stella & Chewy’s media investment and ensure every dollar has a clear strategic role.

You will:

* Lead development of the total media architecture, investment strategy and channel mix.
* Determine how investment should balance brand building, household penetration, trial, conversion, retention and retailer-specific growth.
* Own paid media strategy across major platforms and partners, including social, video, streaming, programmatic, search and emerging channels.
* Integrate retailer media networks including: Walmart Connect, Amazon, Roundel and other strategic partners into the broader brand plan rather than treating them as isolated performance programs.
* Establish clear investment guardrails and principles for national, regional, retailer and innovation support.
* Partner with Finance and Sales to continuously improve the productivity of working and non-working marketing dollars.
* Lead annual media agency scopes, negotiations and performance management.

**3. Create One Consumer Journey Across Brand + Commerce**

Break down the traditional divide between “brand marketing” and “shopper marketing.”

You will:

* Map the consumer journey from first exposure through shelf, PDP, cart and repeat purchase.
* Ensure campaign ideas are designed from inception to travel effectively across national media, social, retailer media, digital shelf and physical retail.
* Partner with Shopper & Customer Marketing to connect national campaigns to retailer-specific programming, retail theater, sampling and conversion.
* Partner with eCommerce and retailer teams to ensure media, digital shelf, search and PDP experiences work together.
* Identify the highest-value moments where brand investment and commerce investment should intersect.
* Build scalable activation systems that can flex by retailer without creating fragmented brand experiences.

**4. Lead the Integrated Briefing Process**

Create the connective tissue between strategy, creative and execution.

You will:

* Translate business objectives and consumer insight into clear, inspiring integrated briefs.
* Bring Brand, Creative, Communications, Shopper, Sales and agency partners together around a single consumer objective and behavior change.
* Define the job-to-be-done for every major marketing initiative before channels and tactics are selected.
* Partner with Creative leadership to ensure ideas are developed for the way consumers actually consume media today—not retrofitted after the campaign is complete.
* Establish clear message hierarchy and asset architecture so creative can scale effectively across channels, audiences and retailers.
* Raise the standard of briefs, media plans and agency thinking across the organization.

**5. Build a Modern Measurement & Learning System**

Move the organization beyond channel-by-channel reporting and last-click ROAS.

You will:

* Establish the integrated marketing measurement framework and learning agenda.
* Define KPIs by the role each investment plays across the funnel.
* Measure marketing against outcomes including household penetration, new-to-brand recruitment, awareness, consideration, trial, repeat, velocity, incremental revenue and profitable growth.
* Build a disciplined approach to incrementality testing, geographic testing, brand lift, retail media measurement and experimentation.
* Establish clear hypotheses before investment and codify learnings after execution.
* Partner with Insights, Analytics, Finance and retailer partners to connect consumer behavior with commercial outcomes.
* Lead regular executive-level media and marketing effectiveness reviews that answer three questions:

What happened?
Why did it happen?
What are we going to do differently because of it?

**6. Turn Retail Media Into a Strategic Growth Capability**

Elevate retail media from a collection of customer requests into an enterprise growth capability.

You will:

* Establish a clear role for retail media within the broader media ecosystem.
* Create investment principles that determine when retailer media should recruit new consumers, convert existing demand, support innovation or defend strategic shelf positions.
* Partner with Sales and Shopper Marketing on Joint Business Planning and retailer-specific growth opportunities.
* Build learning agendas across retailer platforms rather than evaluating each program in isolation.
* Identify opportunities to connect retailer first-party audiences with broader consumer targeting and brand-building programs.
* Ensure retail media investment drives incremental business and not simply attributed sales.

**7. Lead Agencies & Build Organizational Capability**

Be both a strong external agency leader and an internal teacher.

You will:

* Lead media agency strategy, scope, performance and ways of working.
* Build productive senior relationships with major media, commerce and technology partners.
* Challenge agencies to bring business ideas—not simply media plans.
* Develop tools, frameworks and operating rhythms that make integrated marketing easier for the organization.
* Educate cross-functional teams on modern media, retail media, consumer journeys and marketing effectiveness.
* Create a culture of curiosity, experimentation and continuous improvement.

**HOW THIS ROLE WORKS ACROSS THE ORGANIZATION**

**Brand owns the destination.**
Brand strategy, consumer positioning, portfolio priorities, communication strategy and the long-term equity we are building.

**Creative owns how the brand comes to life.**
Creative ideas, distinctive brand expression, content systems and asset development.

**Communications owns the earned conversation.**
Corporate and brand PR, reputation, issues management and external communications.

**Shopper & Customer Marketing owns the retail experience.**
Retailer activation, shopper programming, in-store experience, displays and customer-specific execution.

**Sales owns the customer relationship and commercial plan.**

**The Senior Brand Director, Integrated Media owns how these pieces work together to create demand.**

The role creates the connective strategy across consumer touchpoints, investment, audiences, sequencing, activation and measurement.

**WHAT SUCCESS LOOKS LIKE**

Within the first 12–24 months, this leader will have helped Stella & Chewy’s:

* Establish one integrated annual demand plan across brand, media, commerce and shopper.
* Increase household penetration and new-to-brand recruitment.
* Improve aided and unaided brand awareness.
* Increase the percentage of marketing investment proven to be incremental.
* Improve media efficiency while simultaneously strengthening brand health.
* Increase retailer and SKU velocity in priority markets.
* Improve repeat and cross-purchase among recruited households.
* Build a repeatable learning system across Amazon, Walmart, Target, PetSmart, Petco, Chewy and other strategic partners.
* Create dramatically better integration between national campaigns and retailer activation.
* Shift organizational conversations from **“What was the ROAS?”** to **“Did this investment create incremental, profitable consumers and strengthen the brand?”**

Requirements

**THE EXPERIENCE WE ARE LOOKING FOR**

We are looking for a **brand builder first and a media expert second.**

The strongest candidates will likely bring:

* 12+ years of progressive marketing leadership experience within consumer brands, ideally CPG, food, beverage, beauty, wellness, pet or another highly competitive consumer category.
* Classical brand management training or equivalent experience developing consumer strategy, annual business plans and integrated marketing programs.
* Deep experience