Digital Marketing Manager

Job ID: 16568 

Newell Brands is a leading $8.3B consumer products company with a portfolio of iconic brands such as Graco®, Coleman®, Oster®, Rubbermaid® and Sharpie®, and 25,000 talented employees around the world. Our high-performance culture, unparalleled curiosity about the world around us, and talented people fuel our success. Our culture is enabled through our core values which guide all we do and how we win as One Newell. They are Integrity, Teamwork, Passion for Winning, Ownership & Leadership.

Reports to: Manager, Ecommerce

Direct Report(s): Associate Digital Marketing Manager

Role Objective

Own the strategy, execution, and performance of top-of-funnel (TOF) digital media and retail media network (RMN) investment across the portfolio, driving traffic, brand awareness, and full-funnel conversion in partnership with ecommerce, brand marketing, and customer sales teams. This role builds and leads a scalable digital marketing function — setting media strategy, managing budget stewardship, and developing the Associate Digital Marketing Manager to execute against it — while ensuring upstream media decisions translate into legible, actionable outcomes for downstream retail and ecommerce stakeholders.

Key Responsibilities & Scope

TOF Media & Retail Media Strategy

• Own the TOF media and retail media network strategy across paid social, programmatic/DSP, and onsite/offsite retail media (Amazon, Walmart Connect, Instacart, Triangle Retail Media, Criteo, and emerging platforms).
• Set channel mix, investment priorities, and audience/targeting strategy in line with brand and revenue objectives.
• Evaluate and pilot new ad formats and retail media innovations, assessing fit before scaling investment.

Amazon Ads Business Ownership

• Own the Amazon Ads business end-to-end, including Sponsored Products, Sponsored Brands, Sponsored Display, and DSP investment strategy.
• Serve as the primary day-to-day point of contact with Amazon Ads, managing the relationship, escalations, and access to beta programs, new ad formats, and platform roadmap updates.
• Direct and manage agency partners Commerce IQ and Amerge, setting campaign strategy and performance expectations, reviewing optimization recommendations, and holding partners accountable to ROAS, spend efficiency, and SKU-level profitability targets.
• Ensure alignment between agency-led execution and internal budget pacing, reporting, and cross-functional cadence.

Budget Ownership & Pacing

• Own the retail media and TOF budget end-to-end — planning, allocation, YoY variance tracking, and in-flight pacing.
• Maintain and evolve budget tracking infrastructure to flag pacing risk, surface status in real time, and support timely reallocation decisions.
• Partner with Finance and the Manager, Ecommerce on budget planning cycles and reforecasts.

Cross-Functional Alignment & Cadence

• Run a structured, recurring cadence connecting TOF media performance to downstream retail media, content, and brand/e-commerce teams.
• Own standing forums (e.g., monthly performance reviews) with clear agendas, named owners, and follow-through on action items.
• Act as the connective layer between upstream media strategy and downstream execution, ensuring performance data is understood and actioned by stakeholders who don't sit in media day-to-day.

Performance Management & Optimization

• Set and monitor KPIs across ROAS, CPC, CTR, VCR, share of voice, brand lift, and CPM; drive optimization based on performance trends.
• Direct A/B testing of media messaging and creative to improve conversion and media efficiency.
• Partner with Digital Shelf/PDP owners to ensure TOF traffic lands on conversion-ready product pages.

Team Leadership

• Manage, coach, and develop the Associate Digital Marketing Manager, setting priorities, reviewing work, and building their platform and analytical capability over time.
• Delegate day-to-day campaign execution and reporting to the Associate while retaining ownership of strategy, budget, and stakeholder relationships.

Reporting & Insights

• Deliver consolidated, executive-ready reporting that ties media spend to incremental revenue, margin, and brand engagement.
• Present performance and strategy updates to the Manager, Ecommerce and cross-functional leadership as needed.

KPIs / Success Measures

• ROAS and media efficiency by channel/platform
• Incremental revenue and conversion lift from TOF/retail media spend
• Budget pacing accuracy and variance to plan
• Cadence adherence and downstream stakeholder alignment (on-time reporting, action-item closure)
• Brand awareness/engagement metrics (share of voice, VCR, brand lift)
• Associate Digital Marketing Manager development and output quality

Qualifications

• 5+ years in digital/performance marketing, with meaningful experience in retail media or marketplace advertising, including direct ownership of an Amazon Ads business.
• Experience managing external agency partners (e.g., Commerce IQ, Amerge, or similar retail media agencies), including setting strategy and holding partners to performance targets.
• Demonstrated experience managing budgets and reporting infrastructure (advanced Excel required; SQL/BI tools a plus).
• Prior people management experience, or clear readiness to manage and develop a direct report.
• Strong cross-functional communication skills — able to translate media performance into terms downstream teams can act on.
• Familiarity with retail media platforms (Amazon, Walmart Connect, Instacart, Triangle Retail Media, Criteo, or similar) and programmatic/DSP buying.

The Brampton base pay range for this position is from $124,080- $170,610. Salary will be based on prior experience related to the skills required for this position.

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Newell Brands (NASDAQ: NWL) is a leading global consumer goods company with a strong portfolio of well-known brands, including Rubbermaid, Sharpie, Graco, Coleman, Rubbermaid Commercial Products, Yankee Candle, Paper Mate, FoodSaver, Dymo, EXPO, Elmer’s, Oster, NUK, Spontex and Campingaz. We are focused on delighting consumers by lighting up everyday moments.