Director Integrated Media & Content
Wells Enterprises · Chicago
Company: Wells Enterprises (a Ferrero Company)
Functional Area: Marketing
The Role
The Director, Integrated Media & Content leads integrated brand, social and commerce media plus content strategy and execution across the entire Wells - Ferrero portfolio of brands. This role partners cross-functionally with Brand, Customer, and Insights teams to orchestrate A&P investment to seamlessly drive consumers across the purchase journey while delivering commercial results. This role will also oversee strategic agency relationships, establish frameworks and playbooks, and develop performance and reporting standards. The position also advances modern marketing capabilities by integrating Retailer Media Networks, scaling in-house content and influencer strategies, and developing audience-first approaches through CRM, personalization and optimized marketing technology.
What You’ll Do
- Lead annual integrated media planning and strategy across the Wells portfolio of brands.
- Develop paid media principles and playbook to inform annual IMC planning process.
- Collaborate with Brand team leaders to align on marketing budget scenarios and requirements to deliver business objectives and commercial plan.
- Develop media upfront strategy and requirements for Media Agency to effectively represent Wells Ferrero during upfront negotiations.
- Translate brand “big idea” into full-funnel media strategies and plans in partnership with Media Agency, including role of retail media.
- Lead IMC “stage gate” process to translate brand strategy brief and “big idea” into full-funnel strategy across purchase journey.
- Own brand media target development in partnership with Media Agency.
- Own Media Agency briefing process and deliverables within Integrated Agency Team (IAT) annual brand planning.
- Lead development of campaign learning agenda and measurement plan.
- Align leadership to cadence of performance reports and present performance updates to leadership stakeholders.
- Accelerate Modern Content Capabilities across digital touchpoints.
- Support acceleration of Wells Ferrero “Modern Content Engine” that includes in-house organic social, paid influencer, and creative versioning & optimizing capabilities.
- Bring Modern Content planning “upstream” in annual IMC planning process and create frameworks for role of “traditional brand creative assets” and “socially native” creative assets within full funnel media planning.
- Define principles and learning agenda across content types (i.e. traditional brand content vs. social native content) to understand role within purchase journey.
- Accelerate Retail and Commerce media capabilities.
- Develop organization POV and planning principles for retail media investment to support mutual delivery of brand campaign and customer plan objectives.
- Partner with direct team members and cross functional partners to Support eCommerce growth and Digital Shelf excellence.
- Develop shoppable media strategy and required capabilities (i.e. add-to-cart functionality) for national brand campaigns.
- Lead collaboration with Global Ferrero Group and Ferrero USA stakeholders
- Collaborate with Ferrero USA stakeholders to support “power-brand” and portfolio activation.
- Lead relationship with Ferrero Group Global media team to socialize plans, partner on Wells Ferrero planning and buying parameters.
- Partner with Global Ferrero Group to establish Wells Ferrero media strategy and support requirements, including media agency team structure and dedicated support.
- Advance media and campaign planning and execution capabilities
- Drive development of data strategy including 1P (CRM) and 3P (retail media network, publishers, etc.) to inform advanced targeting strategy and personalization at scale efforts.
- Build measurement strategy and KPI frameworks, across full funnel, to drive both in year / in-flight optimization and gain learning to inform annual IMC planning process.
- Manage and optimize IMC “stage gate” process through collaboration with cross functional and agency partners.
- Manage team of direct reports and build tight partnership Shopper Marketing, Brand, and Insights counterparts to further increase cohesion of integrated full funnel planning process.
- Drive organizational education and thought leadership to upskill marketing org and ensure Wells Ferrero remains a “digital leader” within our category.
#LI-LN1
Wells Enterprises, a Ferrero company, is one of the largest ice cream manufacturers in the United States and the maker of well-loved brands including Blue Bunny, Halo Top, Bomb Pop, and Blue Ribbon Classics and today Trolli, Butterfinger 100grand, Baby Ruth, Nutella and Kinder Bueno.
Wells Enterprises is a 2 billion company employing 4,000 employees, across 4 production plants and 2 main hub locations, Chicago and Le Mars. Guided by innovation, quality, and a people-first mindset, Wells is committed to delighting consumers and developing exceptional teams.
As part of the Ferrero Group, Wells combines its strong U.S. heritage with Ferrero’s global standards of excellence, offering a unique opportunity to grow within a dynamic, values-driven, and international environment.
At Wells, our people—and their experience—sit at the heart of our ambition. Learn more at www.wellsenterprisesinc.com.
What We Offer
At Wells, we’re proud to support our employees with comprehensive benefits that enhance health, financial wellness, and include paid time off (PTO). Eligible employees may also receive an annual incentive bonus based on Company performance. Learn more about our benefits here.
The Director, Integrated Media & Content leads integrated brand, social and commerce media plus content strategy and execution across the entire Wells - Ferrero portfolio of brands. This role partners cross-functionally with Brand, Customer, and Insights teams to orchestrate A&P investment to seamlessly drive consumers across the purchase journey while delivering commercial results. This role will also oversee strategic agency relationships, establish frameworks and playbooks, and develop performance and reporting standards. The position also advances modern marketing capabilities by integrating Retailer Media Networks, scaling in-house content and influencer strategies, and developing audience-first approaches through CRM, personalization and optimized marketing technology.