Director, Programmatic & Paid Social

About the Digital Marketing team

The Digital Marketing team is responsible for the in-house media planning, campaign management, and performance optimization of all paid digital advertising including Paid Search, Paid Social, Programmatic, and Affiliate channel strategies. The team executes evergreen and initiative-based tactics to drive incremental revenue, site traffic, and new customer acquisition with a focus on using data to drive the most efficient return on ad spend. The team acts as a centralized digital advertising agency servicing all eight Williams-Sonoma Inc. (WSI) Brands and International sites.

Overview of the Director, Programmatic & Paid Social role 

You will lead the Programmatic & Paid Social teams, driving forward media innovation while ensuring proper execution of campaigns across both channels. You will use your extensive hands-on-keys experience to develop near & long-term strategies to increase incremental revenue, site traffic, and new customer acquisition. Your focus will be on efficient operations, accurate execution, performance optimization, and data analysis to maximize the efficiency of our media investments. You will bridge the gap between internal business stakeholders and external partners, educating internal partners on best practices and leading the relationship with key vendors to ensure WSI stays at the forefront of testing & optimization. 

You will also be responsible for the team’s organizational design and will directly oversee the performance and career development of two managers, both of whom manage teams of media buyers. This position reports to the VP of Paid Media.

Responsibilities

• Lead team in the planning, management, and execution of all Programmatic & Paid Social campaigns, including but not limited to account setup, campaign structure, development and implementation of media plans, budget/pacing management, performance reporting, and optimization
• Hold team accountable for consistent performance KPIs (ROAS, CPA, CPC) and provide guidance on optimizations and campaign troubleshooting as needed
• Closely manage the media planning process from brief to launch, ensuring each team member is delivering on schedule and supporting our Brands’ goals and initiatives with the appropriate channels, audiences, and data 
• Ensure weekly performance reports are delivered to internal Marketing and Brand partners accurately and on time; lead the development of new reporting as strategies evolve
• Champion an ongoing culture of innovation, including development and execution of a test & learn roadmap based on Brand/channel priorities, owning the end-to-end process from test design/measurement strategy to multi-Brand recommendations and rollout timelines
• Lead ongoing incrementality testing and optimization in collaboration with platform account teams & in-house Measurement team; leverage data clean rooms (where available) to gain deeper insights
• Partner with Measurement team to support ongoing maintenance of multi-touch attribution (MTA) and marketing mix modeling (MMM) solutions, ensuring accuracy of data inputs/outputs
• Collaborate with Customer Analytics team on advanced analyses & ad hoc reporting needs
• Act as the technical lead for the Programmatic & Paid Social teams with respect to site tags/pixels, server to server connections, product data feeds, and integrations with reporting platforms/business intelligence tools
• Lead the relationship with DSPs, SSPs, social platforms, and creative partners to optimize performance, stay educated on new opportunities/betas, and influence product roadmaps based on WSI’s needs
• Stay ahead of the latest developments in Programmatic, Paid Social, and the broader Digital advertising industry, adjusting strategies & vetting new technologies to keep up with real-time changes and mitigate impact on our performance efforts
• Be the WSI subject matter expert in Programmatic & Paid Social industry trends and best practices; educate relevant WSI teams by sharing information & recommendations across different levels within the organization, including leading cross-functional training and presenting in executive-level meetings
• Own contract management & negotiation for vendor partners within scope, includin