Director Of Performance Media

Location: Charlotte, NC

Purpose of Role

The purpose of this role is to lead in-house search teams, including paid search and organic/SEO search, to drive traffic and create a preference for the Lowe's brand. This newly created role has responsibility for developing a clear SEO and SEM combined strategy to improve traffic to Lowes.com and Lowe’s stores, with a focus on domestic and global (offshore) team building and talent management. The coordination between SEO and Paid Search efforts is critical, and this director must create the connection between teams to harmonize ~$300M in paid search spend with an organic search strategy that both drives enhanced online content and capabilities, but also leads a technology roadmap to drive commensurate site improvements. This role reports to a Senior Director of Multi-Media Strategy & Integration, who reports to a VP of Retail Brand Marketing and Media for Lowe’s. This role is accountable for investment and priority alignment recommendations, with their leadership team and extended leaders across Lowe’s business team including merchandising, .com, Pro services and tech. The right leader for this role must demonstrate exceptional business acumen, have experience running large paid search budgets for retail and experience progressing SEO at retail or other commensurate positions to drive total search impact and omni-traffic benefits (in-store and online). This leader will also demonstrate an ability to partner with finance analytically to forecast investments, build traffic plans and build business cases to yield revenue first while hitting ROI and ROAS metrics.

Responsibility Statements

• Leads team of over 20 media associates domestically and offshore and delivers a cohesive search strategy (paid and organic) to drive increased traffic and revenue for Lowe’s.

• Leads transition of paid search and SEO from domestic offices to a combination of domestic and global presence leveraging support from agencies or otherwise.

• Owns and manages over ~$300MM in media budget. Responsible for ensuring campaigns are on time and on budget. Accurately forecasts monthly spend and ensures billing is accurate.

• Understands the retail sector and how to prioritize investments across different segments of the business seasonally to maximize revenue while yielding ROI and ROAS. Understands the “art and the science” behind moving dollars to maximize revenue and meet quarterly forecast expectations.

• Is a strong analytical leader who can read P&Ls, understand drivers of the business, interpret strategic direction from core brand marketing partners and the business and make sound investment decisions and pivots accordingly.

• Understands organic / SEO search and has a proven track record of leading a team to drive the right content (marketing-led) and site (tech led) changes to improve traffic; can build and clearly articulate a strategy and prioritization of where to start to move the needle for a $15B .com business.

• Works collaboratively and cross-functionally especially across marketing, .com, tech, finance and with business units.

• Leads, mentors and develops at all levels and is a hands-on leader.

Required Qualifications:

• Bachelor’s Degree in business, communications, marketing or related field.

• Retail experience and experience leading a team in a retail environment.

• Proven experience with a $150M paid search budget or larger.

• Proven experience leading SEO team and developing overall search strategy (paid and organic).