Senior Vice President, Paid Media

1-800-Flowers.com, Inc. is a leading gifting and experiential commerce company with a family of iconic brands including 1-800-Flowers.com, Harry & David, PersonalizationMall.com, Things Remembered, and more. Our mission is to inspire more human expression, connection, and celebration—powered by innovative customer experiences and a seamlessly integrated technology ecosystem.

About the Role

We're looking for a Senior Vice President, Paid Media to lead and transform our paid media function across a portfolio of iconic brands and marketplaces.

Reporting to the Chief Marketing & Growth Officer, this role owns strategy, planning, investment, measurement, and execution for all paid media. This role will reimagine the paid media team's operational processes, roles and responsibilities as well as channel and agency partnership management.

This is a senior, hands-on leadership role with real scale, real complexity, and real accountability.

Responsibilities:

Own Enterprise Paid Media Strategy

• Lead the enterprise paid media strategy, planning, and optimization across brands, channels, and marketplaces.
• Define channel roles, investment frameworks, and testing roadmaps.
• Set performance standards anchored in incremental ROAS.

Lead Media Investment & Budget Management

• Own and manage large, multi-brand paid media budgets.
• Drive annual and in-season budget allocation decisions.
• Negotiate media rates and commercial terms with platforms and partners.
• Partner closely with finance, brand, merchandising and forecasting teams.

Transform Measurement & Attribution

• Build and implement a unified measurement strategy across brands.
• Move the organization away from last-click attribution to incrementality-based approaches.
• Define attribution strategies by channel and by peak vs. non-peak seasons.
• Oversee measurement partners and platforms.
• Partner with marketing analytics, data science, and MarTech teams to advance attribution models, incrementality testing, and media mix optimization.
• Establish clear, actionable reporting for daily and weekly decision-making.

Transform the Paid Media Team

• Design and scale the paid media operating model, including marketplace media.
• Define team structure, roles, skills, and hiring needs.
• Evaluate and deploy AI and media technology to drive efficiency and performance.
• Set paid affiliate strategy and performance expectations.

Strengthen Media Operations & Technology

• Oversee media operations including tagging, product feeds, and launch management.
• Identify and scale new media and AI technology opportunities, platforms, and formats aligned to brand and customer strategy.
• Drive reporting automation and operating rigor.

Lead Cross-Functionally

• Partner with MMM, creative, content, influencer, PR, CRM, and finance teams to align acquisition and retention strategies.
• Ensure paid media is fully integrated into GTM planning and execution.
• Translate business goals into clear media action.

Manage Agency and Platform Relationships

• Lead agency relationships and external partners to ensure strategic alignment, innovation, and executional excellence.
• Own senior-level relationships with major media and marketplace partners.
• Lead joint business planning, innovation pilots, and strategic partnerships.

Requirements:

• 15+ years of experience in paid media, performance marketing, or growth leadership.
• Proven track record managing large-scale, complex media investments.
• Deep expertise in measurement, attribution, and incrementality.
• Experience building or transforming media teams.
• Strong understanding of marketplaces, affiliates, and retail media.
• Executive presence with the ability to influence across teams and levels.
• Comfortable operating in ambiguity and driving change at scale.
• Spirit of accountability and ability to drive a high-performing team
• Bachelor's degree required; MBA or advanced degree preferred.
• AI experience is a plus.