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
- Net member growth (acquisition + retention)
- GMV growth
- Efficiency and quality (CPA, ROAS, LTV)
- 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
- 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
- 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
- Orchestrate seamless activation across paid and CRM touchpoints
- Ensure consistent messaging, targeting, and measurement across channels
- Partner across Strategy, Brand, Membership, eCommerce, and other teams to bring integrated plans to life
- Serve as the primary senior leader across our AOR (Publicis Groupe) and key media/MarTech partners
- Ensure partners are delivering against business outcomes
- Unlock innovation, efficiency, and performance through strong partnership and accountability
- Two direct reports (Director, Paid and Director, CRM)
- A team of ~25 marketers
- Build a high-performing, accountable, and agile team
- Set a high bar for quality, rigor, and execution
- Develop talent and create clarity in a fast-moving, complex environment
- Delivering against AOP objectives across paid and owned channels while improving quality metrics (CPA, ROAS, LTV)
- Maximizing the Publicis Groupe and broader paid media ecosystem to unlock greater performance and efficiency
- Transforming owned channels into a true CRM Center of Excellence driving engagement, retention, and lifetime value
- Sustained growth in net membership (acquisition and retention)
- Strong contribution to GMV growth
- Improved efficiency across marketing investments (CPA, ROAS, LTV)
- A scaled, modern CRM capability driving engagement and loyalty
- Seamless integration across paid and owned channels
- Increased speed, quality, and impact of marketing activation
- The speed of retail requires constant planning, execution, and pivoting across multiple priorities
- Success depends on building and maintaining strong partnerships across senior leaders, teams, and external partners
- The role requires navigating a highly matrixed organization, where inputs can be complex and sometimes conflicting
- There is a high degree of accountability for results, combined with the need to influence outcomes across teams
- Deep experience across both paid media and CRM/owned channels
- A track record of driving measurable business outcomes at scale
- Strong team leadership and experience building high-performing organizations
- Experience working across complex, matrixed enterprises
- A mindset grounded in data, accountability, and continuous improvement
- Leading teams
- Partnering with senior executives across functions
- Managing large investments and driving business impact
-Health benefits include medical, vision and dental coverage
-Financial benefits include 401(k), stock purchase and company-paid life insurance
-Paid time off benefits include PTO, parental leave, family care leave, bereavement, jury duty, and voting. You will also receive PTO and/or PPTO that can be used for vacation, sick leave, holidays, or other purposes. The amount you receive depends on your job classification and length of employment. It will meet or exceed the requirements of paid sick leave laws, where applicable.
For information about PTO, see https://one.walmart.com/notices.
- Other benefits include short-term and long-term disability, company discounts, Military Leave Pay, adoption and surrogacy expense reimbursement, and more.
Live Better U is a company paid education benefit program for full-time and part-time associates in Walmart and Sam's Club facilities. Programs range from high school completion to bachelor's degrees, including English Language Learning and short-form certificates. Tuition, books, and fees are completely paid for by Walmart.
Eligibility requirements apply to some benefits and may depend on your job classification and length of employment. Benefits are subject to change and may be subject to a specific plan or program terms.
For information about benefits and eligibility, see One.Walmart.
The annual salary range for this position is $130,000.00 - $260,000.00 Additional compensation includes annual or quarterly performance bonuses. Additional compensation for certain positions may also include Regional Pay Zone (RPZ) (based on location).
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Minimum Qualifications...
Outlined below are the required minimum qualifications for this position. If none are listed, there are no minimum qualifications.
Bachelor’s degree in Marketing, Business, or related field and 7 years’ experience in marketing or related field OR 9 years’ experience in marketing or related field.4 years' supervisory experience.
Preferred Qualifications...
Outlined below are the optional preferred qualifications for this position. If none are listed, there are no preferred qualifications.
Managing copy teams in a retail creative environment, Managing large editorial content campaigns in an online creative or related digital field, Supervisory, Working for or with creative agencies