About the Role

The Senior Director of Channel Activation is responsible for leading the Channel Activation team to execute full-funnel media campaigns in the most effective way for Gap Inc. and its brands. Sitting within the broader Marketing Shared Services organization, this role is part of a new approach for Gap Inc. and will leverage a deep understanding of media channels and holistic media strategy to inform execution of media campaigns for Gap Inc.’s brands. In this role, you will oversee a team of resources dedicated to specific media channels (i.e., Programmatic, Social, Search, Influencer) and will lead the coordination of efforts across channels and brands with Gap’s media agency of record. You will consistently evaluate media activity at an enterprise level to remove duplicative media activity and share channel-specific insights and best-practices to constantly drive greater efficiency and effectiveness across media channels.

What You'll Do

• Oversee all company-wide media investment across channels for all marketing campaigns and initiatives, directing the media agency buying team to ensure full execution of media plans

• Own direct responsibility for investment of all paid media to ensure the right partners, pricing, and delivery on marketing campaigns

• Work with Creative and Brand teams to ensure creative is optimized for various media channels

• Identify opportunities for optimization, increased efficiency, and amplification across media channels by taking a holistic view of media activity for Gap Inc.’s brands

• Regularly provide input to channel planners, leveraging insights from specific media channels to inform overall media strategy and allocation for both annual planning and campaign-specific strategy

• Establish and drive continuous improvements to ROAS by understanding the current and future media landscape and identifying opportunities to improve effectiveness on specific channels and optimize channel mix 

• Ensure that the media agency is optimizing and demonstrating mastery of the landscape by delivering best-in-class media activation that delivers on Gap Inc. goals and each brand’s voice and messaging strategy

• Develop media innovations to enhance performance and contribution of specific media channels, including but not limited to industry innovations, integrated marketing partnerships, marketing tech stack requirements, and new vendors

• Partner with others in the media organization to drive new digital media initiatives and assist in the implementation of those programs

• Act as company-wide expert on paid media channels, consistently sharing insights and best practices with the media organization and brand teams to optimize Gap brands’ media effectiveness

• Manage multiple specialized teams dedicated to specific paid media channels to drive excellence across a variety of channels and objectives

• Manage external relationships with key publishers and platforms to drive first-to-market partnerships

Who You Are

• 10+ years marketing experience with 7+ years experience executing full-funnel omnichannel media

• 5+ years of experience managing teams, with a proven track record of collaborative leadership, coalition building, and driving unity among disparate teams

• Experience planning and executing performance, brand, and full-funnel cross-channel media campaigns

• Deep knowledge of industry best practices and trends across both digital and offline media channels

• Experience partnering with Marketing leadership to directly influence outcomes in a matrixed environment

• Exceptional communication and interpersonal skills, with the ability to collaborate and drive consensus across multiple teams and functions

• Change agent and motivator, with the ability to build bottoms-up teams and approaches, and foster positive culture change at Gap

• Entrepreneurial spirit with the ability to work through ambiguity, transform enterprise-wide ways of working, and infuse strategic thinking across levels