Director, Digital Media, Audience Strategy and Offsite Retail Media

Foods you love. Brands you trust. And a career that empowers you to grow. 
 
At Nestlé USA, we’re all working towards the same goal – to delight and deliver for our consumers. With a rich portfolio of beloved brands, including DiGiorno, Toll House, and Coffee mate, in 97% of U.S. households, we have a unique opportunity – and responsibility – to be there for every moment in our consumers’ lives.

 

Joining Nestlé means becoming part of an inclusive workplace that inspires innovation, encourages strategic thinking and creativity, and celebrates your achievements. No matter where you work within the organization, you are empowered to challenge the status quo, embrace risk-taking, and pioneer new ideas. Our supportive and collaborative environment encourages bold ambitions and continuous learning so that everyone can grow and thrive.
 
This position is not eligible for Visa Sponsorship.

 

 

Role Summary

 

The Director of Digital Media, Audience Strategy, and Offsite Retail Media will be responsible for developing and executing comprehensive, full-funnel digital media strategies that enhance our brand presence, engage our consumers, and drive revenue through national digital and expanding offsite retail media channels. The remit spans digital media strategy, digital media activation standards, guardrails and best practices, measurement, as well as capability building across the organization. As the media landscape continues to expand and evolve, this role requires a visionary leader with a deep understanding of digital media, audience segmentation, retail media dynamics, technologies, tools and platforms. The ideal candidate will possess strong analytical skills, a creative mindset, and the ability to collaborate across teams (both local and global) to achieve business objectives.

 

Key Responsibilities

 

Digital Media Strategy (Full Funnel)

• Define the enterprise digital media strategy and ensure integration with national and retail plans; set the standards for NUSA and our agencies for channels such as CTV/OLV, display, audio, social, etc.
• Identify emerging digital media trends and technologies to enhance brand visibility and consumer engagement.
• Establish media guardrails and best practices, and drive thought leadership with clear KPIs, optimization levers, and performance reviews.
• Collaborate to build and scale a test and learn roadmap to accelerate innovation and validate new partners, formats, and data uses.

 

Audience Strategy & Data Activation

• Own the media audience strategy and segmentation activation framework leveraging 1P/2P/3P (including retailer data), for activation and measurement.
• Partner with CE/Analytics, CRM, and martech to enrich identity resolution, define audience KPIs and scale learning across brands.
• Build “audience first” briefing and QA processes to ensure targeting choices are privacy safe, on strategy, and measurable.

 

Offsite Retail Media (Strategy, Standards)

• In partnership with the MKC Retail Media leads:
• Set the enterprise approach for offsite retail media: when and how to deploy retailer first party audiences off platform, and how that integrates with national media to avoid duplication and cannibalization.
• Create buying standards that clarify when and how to activate offsite balancing cost transparency, data value, and outcome accountability; socialize these standards with brands.
• Influence RMN roadmaps and JBPs; prioritize offsite test and learns where retailer data drives incremental reach and conversion.

 

Measurement, Analytics, & Performance Management

• Define the KPI framework across funnel stages and channels, leveraging both internal/external tools for optimal investment strategies
• Co-lead quarterly media performance syntheses across brands and retailers to complement full commercial analytics and insights

 

Agency & Digital Partner Leadership

• Direct the media AORs digital media strategy and investment resources; ensure quality staffing, scopes, and SLAs deliver to our ambition
• Prioritize partner selection and experimentation, aligning to with MKC teams to drive holistic recommendations

 

Capability Building & Ways of Working

• Support the continuous capability building of the organization, to understand the dynamic media ecosystem including codifying standards and best practices
• Strengthen full funnel connectivity between national and OMNI offsite retail plans to ensure consistent audiences and measurement across the path to purchase.

 

Qualifications

 

• Ability to travel 10-15% and work