Director of Media - Merrell

Merrell exists to share the simple power of being outside with everyone. We believe the "outdoors" is a much broader space than just the mountain summit; it’s any space beyond your front door. Our mission is to help our community rethink the outdoors by building gear that works everywhere, from technical alpine ridges to urban city streets. We don't just follow the trail; we help define where it goes next.

We are a team that lives at the intersection of elite performance and modern style. Our history on the trail and commitment to innovation has made us the most awarded brand in the outdoor space. Recently, our MTL SpeedARC Peak won the prestigious ISPO Award for its breakthrough trail-racing tech, while the SpeedARC Surge BOA was named one of TIME’s Best Inventions for its modern, futuristic design and energy return. Whether it’s the Moab 3 being named “Best Hiking Shoe” by CNN Underscored and Popular Mechanics, or the Jungle Moc being recognized by HuffPicks as the gold standard for comfort, we are consistently recognized for building the most reliable, and most innovative, gear in the world.


Merrell is in the midst of a defining brand transformation, launching its first-ever global brand platform, It Starts Outside, to reframe the outdoors as accessible, human, and culturally relevant. To fuel this next chapter, we are seeking a Director of Media to play a critical role in bringing this platform to life—translating brand ambition into smart, modern media strategies that connect with people at scale. This leader will shape how Merrell shows up across paid, owned, and emerging channels, ensuring our messages land with relevance, consistency, and impact across geographies and audiences.

This is a rare opportunity to build and evolve a global media ecosystem at an inflection point—where performance, brand storytelling, data-driven decision-making, and cultural relevance converge. For media leaders energized by growth, innovation, and the power of connection, Merrell offers the chance to orchestrate meaningful reach and build an enduring global brand presence.

Primary Duties:

Media Strategy & Investment Leadership

• Own the holistic media strategy across full funnel, balancing performance efficiency with brand-building impact.

• Define annual and quarterly media investment frameworks, including budget allocation across channels, funnel stages, and markets.

• Lead channel mix optimization, ensuring the right balance between lower-funnel conversion and upper-funnel demand generation.

• Establish a clear media role for brand vs. performance, aligned to business goals and growth horizons.

• Partner with Brand leadership to ensure media amplifies platform storytelling (not just distributes assets).

Performance Marketing & Demand Capture

• Oversee performance channels including paid search, paid social, affiliates, display, and emerging platforms.

• Drive ROAS, CAC efficiency, and revenue growth, while ensuring spend is incremental and not over-optimized.

• Lead testing and optimization roadmap across audiences, creative, landing experiences, and platforms.

• Identify and scale new growth levers across digital acquisition channels.

Brand Media & Demand Creation

• Lead strategy and execution of upper-funnel and brand media investments (video, partnerships, sponsorships, cultural platforms, etc.).

• Ensure brand media is measurable and accountable, with clear contribution to awareness, consideration, and future demand.

• Partner with Brand and Creative teams to align media with platform storytelling and cultural relevance.

• Build frameworks that connect brand investment to downstream performance outcomes.

Measurement, Attribution & Effectiveness

• Own a modern measurement framework that goes beyond last-click (MMM, incrementality testing, brand lift, attribution).

• Define clear KPIs across short- and long-term effectiveness (e.g., ROAS + brand health metrics).

• Translate data into actionable insights for senior leadership, enabling better investment decisions.

• Partner with Analytics and Finance to ensure media investment is tied to commercial outcomes and forecasting.

Team & Agency Leadership

• Lead and develop a high-performing integrated media team across performance and brand disciplines.

• Manage agency partners across media planning, buying, and analytics, ensuring accountability and strategic alignment.

• Foster a culture of testing, learning, and continuous optimization across the full funnel.

Cross-Functional Leadership

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