Dairy Management Inc.

Performance Marketing

• Lead the development and execution of comprehensive paid media strategies across digital, retail media networks, e-commerce, and media partnerships in support of organizational goals.
• Ensure retail media and e-commerce strategies are fully integrated with broader marketing, communications, and brand initiatives — supporting both awareness and conversion objectives.
• Define the role of paid commerce media within the full consumer and shopper journey, from upper-funnel education to point-of-purchase activation.
• Provide day-to-day media agency oversight and collaborate closely with other MCA leaders to ensure integrated planning, alignment, and execution across channels.
• Oversee multi-channel paid media programs including paid search, paid social, display, programmatic, retail media networks, and e-commerce-driven placements.
• Lead strategic planning and activation across key retail and commerce partners, ensuring campaigns are optimized for shopper relevance, timing, and performance.
• Set strategic direction for channel mix, audience targeting, creative approach, messaging frameworks, and budget allocation across brand and commerce objectives.
• Optimize campaigns end-to-end — from planning and activation through measurement, sales impact analysis, and reporting.
• Establish KPIs and measurement frameworks that connect paid media performance to commerce outcomes, including sales lift, conversion, ROAS, and retailer-specific metrics.
• Analyze and interpret retail sales, shopper, and e-commerce data to inform optimization, future investment decisions, and strategic recommendations.
• Translate complex performance and sales data into clear insights and narratives for senior leadership and cross-functional partners.

Vice President, Paid Media – Retail