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
Your mandate is clear: ensure every dollar invested and every member touchpoint drives meaningful impact across:
- Net member growth (acquisition + retention)
- GMV growth
- Efficiency and quality (CPA, ROAS, LTV)
This is a senior leadership role responsible for operating and evolving a critical growth engine for the business — translating strategy into performance at scale.
Scope & How We Work
This role operates at the intersection of
strategy, execution, and transformation — within a highly collaborative operating model.
- 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
Success in this role requires both
ownership of outcomes and the ability to operate effectively through
cross-functional collaboration.
What You’ll Own
1. Paid Channel Activation — Scale and Accelerate
Our paid channels are delivering strong performance against plan. The opportunity now is to
go further — unlocking the next level of scale, efficiency, and impact.
You will:
- 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
2. Owned Channels / CRM — Build a Modern Relationship Engine
We are transforming our owned channels into a true
CRM Center of Excellence — one that delivers personalized, connected, and meaningful experiences at scale.
You will:
- 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
3. Paid + Owned Integration — Create a Connected System
A critical opportunity is ensuring our paid and owned channels operate as a unified system.
You will:
- 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
4. Agency & Partner Leadership — Maximize Impact
You will be responsible for leading and maximizing the value of our Agency of Record and broader partner ecosystem.
You will:
- 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
5. Team Leadership — Build a High-Performance Organization
You will lead:
- Two direct reports (Director, Paid and Director, CRM)
- A team of ~25 marketers
You will:
- 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
Year 1 Impact
In your first 12 months, success will look like:
- 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
What Success Looks Like - 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
What Makes This Role Challenging
This is a high-impact role operating in a fast-paced, complex environment:
- 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
The leader in this role must be comfortable operating in ambiguity, creating clarity, and driving focus for both internal teams and agency partners.
Who You Are
You are a proven marketing leader who combines strategic thinking with operational excellence.
You bring:
- 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
You are equally comfortable:
- Leading teams
- Partnering with senior executives across functions
- Managing large investments and driving business impact
Why This Role Matters
This role sits at the center of our marketing evolution — at the point where strategy becomes execution and where execution drives growth.
The leader in this role will play a critical part in shaping how Sam’s Club connects with members, delivers value, and accelerates business performance at scale.
Join Us
If you are looking for an opportunity to lead at scale, build modern marketing capabilities, and drive meaningful business impact — this is that role.
At Sam's Club, we offer competitive pay as well as performance-based bonus awards and other great benefits for a happier mind, body, and wallet!
-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
Primary Location...
2101 Se Simple Savings Dr, Bentonville, AR 72712-4304, United States of America
Walmart and its subsidiaries are committed to maintaining a drug-free workplace and has a no tolerance policy regarding the use of illegal drugs and alcohol on the job. This policy applies to all employees and aims to create a safe and productive work environment.