Sr. Director, Media Strategy, Performance & Communications

Location: Charlotte, NC

 Department: Marketing

 Reports To: VP of Marketing

 Direct Reports:

• Manager, Media Planning & Integrated Campaigns
• Performance Marketing & Analytics Specialist (DTC-focused)

Employment Type: Full-Time

Position Summary

Delta Beverages is seeking a strategic and performance-driven Sr. Director, Growth Marketing & Communications to lead Media Strategy, performance marketing, and integrated campaign execution across all channels, with a strong emphasis on ecommerce optimization and DTC growth strategy.  

This role is designed for a metrics-obsessed leader who can translate brand strategy into high-performing communication plans that drive awareness, trial, and repurchase.

You’ll work closely with the VP of Marketing to bring the vision and KPIs (Awareness, Trial, Repurchase) to life, owning campaign-level KPIs and building granular goals and reporting frameworks to deliver the marketing strategy by channel. This leader will also own eCommerce performance, optimizing platforms, merchandising, and consumer journeys to maximize online sales and loyalty. This role serves as a connector across brand, paid, PR, digital, and DTC media to ensure consumer messaging is cohesive, measurable, and impactful.

Core Responsibilities

1. Media Strategy & Performance Management

• Develop and execute comprehensive media strategies spanning digital (Meta, Google, TikTok, programmatic, CTV, Snapchat, X) and traditional (OOH, print, radio, direct mail) channels, driving DTC and retail performance through eCommerce growth, ROAS optimization, and trial conversion.
• Own end-to-end strategy, planning, and execution for paid, earned, and owned media in partnership with agency teams.
• Lead the development and execution of holistic media strategies across digital (Meta, Google, TikTok, programmatic, CTV, Snapchat, X) and traditional (OOH, print, radio, direct mail) channels, translating brand and business goals into measurable, channel-specific plans with clear objectives for awareness, traffic, ROAS, CAC, LTV, and repurchase. Ensure every campaign includes built-in KPIs and performance targets across the funnel, with strategies to drive eCommerce growth, optimize conversion, and increase repeat purchases
• Own the end-to-end planning, briefing, execution, and optimization with media and PR agencies, ensuring seamless alignment to brand objectives and retail priorities.
• Own and manage the media testing roadmap, implementing measurement strategies such as incrementality testing, attribution modeling, LTV analysis, creative experimentation, audience segmentation, and regional lift- while driving a learning agenda with a strong focus on eCommerce funnel performance, on-site CRO, and cross-channel attribution
• Develop geo-targeted media strategies to drive retail performance in priority markets.
• Lead the development of integrated media plans that align with brand priorities, product launches, and seasonal marketing goals, ensuring cohesive execution across campaigns.
• Own ongoing analytics and reporting infrastructure, surfacing insights and optimizations weekly, and translating data into clear action plans to guide media and creative iteration.

2. Team Leadership & Development

• Directly manage and mentor a high-performing team:
• Manager, Media Planning & Integrated Campaigns
• Performance Marketing & Analytics Specialist 
• Provide coaching, mentorship, and career development support for all direct reports.
• Conduct regular team check-ins, performance reviews, and skill development sessions.
• Foster a high-accountability, data-driven culture centered on continuous learning and iteration

3. Cross-Functional Collaboration

• Partner with the Director of Brand Excellence to align creative messaging and hierarchy with performance goals.
• Collaborate with the Sr. Manager, Integrated Program Management, to ensure seamless campaign execution and POS integration and ecommerce optimization - delivered on time and within scope.
• Work cross-functionally with Operations to align supply and distribution with growth marketing initiatives, ensuring campaigns translate into trial, repeat, and revenue without availability concerns.
• Work closely with the VP of Sales to develop sell-in decks, campaign recaps, and messaging frameworks that drive alignment and impact.
• Drive alignment across internal stakeholders and external partners to execute messaging across channels.

4. Content Development & Message Control

• Oversee content planning, creation, and distribution across social media, email, website, and paid media channels with specific ownership of eCommerce content including website merchandising, product detail pages (PDPs), and conversion-optimized creative.
• Ensure consistent brand voice, tone, and messaging hierarchy across all consumer touchpoints while tailoring digital assets to support eCommerce growth and on-site engagement.

6. Crisis Management & Brand Reputation

• Serve as the primary point of contact for crisis communication planning and response.
• Develop and maintain crisis communication protocols, ensuring rapid response to potential brand risks.
• Monitor brand sentiment and consumer feedback, proactively addressing concerns.
• Coordinate with legal and leadership on sensitive communication issues.
• Monitor consumer sentiment across eCommerce platforms and address digital reputation concerns proactively

1. Day-to-Day Responsibilities

• Manage and maintain the brand’s content calendar, aligning with product launches, seasonal campaigns, and DTC promotions ensuring integration with eCommerce promotions, product launches, and seasonal online campaigns.
• Review and approve social media content, digital ads, and PR communications for brand consistency with particular focus on eCommerce KPIs such as site traffic, conversion, AOV, and LTV.
• Regularly meet with the VP of Marketing for strategic alignment and performance updates.
• Conduct weekly team meetings to align on priorities, provide feedback, and review performance.
• Own media performance dashboards and optimize campaigns for better ROI.
• Maintain active relationships with media partners, PR agencies, and external collaborators and eCommerce platforms/partners to ensure strong performance and visibility..
• Develop brand presentation decks for executive leadership and sales support.



Candidate Profile

Required Skills & Experience

• 8–10 years of experience in growth, performance, or integrated marketing communications, PR, or media strategy.
• Proven experience managing multi-million-dollar media budgets and delivering measurable ROI for consumer brands (CPG, food, beverage, or lifestyle preferred).
• Analytical mindset; confident using dashboards and interpreting performance data.
• Strong background in DTC, retail, and eCommerce marketing and optimization strategies, including retail activation and online sales growth.
• Experience managing (or working at) media and creative agencies.
• Strong leadership experience, with the ability to manage a remote team and collaborate cross-functionally.
• Demonstrate expertise across all paid media channels-spanning digital and traditional, with a focus on both DTC and retail.with mastery of digital marketing platforms (Google Ads, LinkedIn) and PR distribution tools.
• High EQ with strong communication skills, both written and verbal.
• Experience overseeing or partnering with PR to support earned storytelling, product launches, and reputation management.
• Proven experience with eCommerce platforms (e.g., Shopify or similar), including merchandising, analytics, and conversion optimization

Preferred Skills

• Preferred experience in a fast-scaling startup or within the beverage/CPG industry.
• Knowledge of email, influencer, and PR integrations into media.
• Experience working with marketing mix modeling, geo-testing, and test-and-learn environments to optimize performance across evolving data sets.
• Experience with lifecycle marketing/CRM (email automation, SMS, loyalty programs, retention strategies).
• Knowledge of influencer marketing and affiliate partnerships for both awareness and conversion.
• Familiarity with retail media networks (e.g., Instacart, Doordash) to complement DTC and retail strategies.
• Background in brand partnerships or co-marketing to amplify reach through strategic collaborations.
• Experience with consumer insights and market research tools (e.g., Nielsen, IRI, Mintel) to inform growth strategies.
• Understanding of financial modeling or revenue forecasting to connect marketing investment with business outcomes.
• Experience with retail media networks ( Instacart, Doordash) to complement eCommerce strategies
• Familiarity with subscription commerce and loyalty programs as drivers of eCommerce retention

Reporting Structure

• Reports directly to the VP of Marketing.
• Directly manages:
• Sr. Manager, MarCom (New Hire)
• Media Performance Specialist (Nasuri)

Benefits

• Competitive base salary with performance-based bonus.
• Comprehensive healthcare, dental, and vision coverage options with employer contribution to medical insurance plans.
• 75% contribution to employee only plans
• 50% contribution to any dependent plan premiums
• Paid time off, company holidays, and flexible work arrangements.
• Professional development opportunities.