Senior Director, Digital Media - Growth Marketing (Paid & CRM)

Position Summary...

Sam’s Club is on a bold growth trajectory — with a clear ambition to double our business and accelerate the value we deliver to tens of millions of members.
We are in the midst of a major marketing evolution, redefining how we operate, how we show up, and how we drive impact:
· Evolving to a modern, integrated marketing operating model
· Launching a new brand strategy and visual identity, and elevating how we connect with members
· Building a more data-driven, full-funnel growth engine
· Investing in capabilities that unlock personalization, speed, and scale
This is a pivotal moment for the organization — and a rare opportunity to help shape the future of marketing at one of the world’s most influential retailers, operating at Fortune #1 ecosystem scale

What you'll do...

As Sr. Director, Channel Activation, you will lead the execution engine that turns strategy into measurable business outcomes. You are responsible for overseeing the full ecosystem of:

• Paid channels
• Owned (non-paid) channels + CRM

Your mandate is clear: ensure every dollar invested and every member touchpoint drives meaningful impact across:

• Net member growth (acquisition + retention)
• GMV growth
• Efficiency and quality (CPA, ROAS, LTV)

This is a senior leadership role responsible for operating and evolving a critical growth engine for the business — translating strategy into performance at scale.   Scope & How We Work This role operates at the intersection of strategy, execution, and transformation — within a highly collaborative operating model.

• Channel mix & planning: Partner closely with Integrated Marketing Strategy & Planning (IMSP) to define optimal channel mix through quarterly and annual planning processes
• Budget ownership: Deploy and optimize a significant paid media investment (~$300M) against defined goals, with ongoing weekly optimization accountability
• Measurement: Collaborate with Marketing Intelligence, who lead measurement frameworks and KPIs, to drive performance and continuous improvement
• Decision-making: Work in a highly matrixed environment where influence, partnership, and judgment are critical to driving the right outcomes

Success in this role requires both ownership of outcomes and the ability to operate effectively through cross-functional collaboration.   What You’ll Own 1. Paid Channel Activation — Scale and Accelerate Our paid channels are delivering strong performance against plan. The opportunity now is to go further — unlocking the next level of scale, efficiency, and impact. You will:

• Maximize the full scale and advantages of Walmart Inc. to drive efficiency and reach
• Leverage first-party data, clean room capabilities, and advanced analytics to improve performance
• Optimize across channels to drive full-funnel impact, not just lower-funnel outcomes
• Continuously improve CPA, ROAS, LTV, and incremental business contribution

  2. Owned Channels / CRM — Build a Modern Relationship Engine We are transforming our owned channels into a true CRM Center of Excellence — one that delivers personalized, connected, and meaningful experiences at scale. You will:

• Lead the business-side transformation of CRM into a high-performing growth engine
• Evolve from campaign-based marketing to lifecycle-driven orchestration
• Build and scale personalization across email, push, SMS, and in-app channels
• Partner closely with personalization, product, and technology leaders to bring capabilities to life
• Drive retention, engagement, and lifetime value through data, automation, and smarter decisioning

  3. Paid + Owned Integration — Create a Connected System A critical opportunity is ensuring our paid and owned channels operate as a unified system. You will:

• Orchestrate seamless activation across paid and CRM touchpoints
• Ensure consistent messaging, targeting, and measurement across channels
• Partner across Strategy, Brand,