Retail Media Specialist

Remote

GENERAL SUMMARY:

The Retail Media Specialist is responsible for supporting the development & owning the execution of Crayola's retail media plans to meet brand and e-commerce targets in alignment with key business objectives. Key retailers include but are not limited to Walmart, Target, and Amazon.

The role will evaluate tactics best suited to achieve Crayola's goals, consistently iterating to improve campaign performance, align with consumer usage trends, and keep pace with industry evolutions. The position partners closely with internal sales teams and interfaces with the external customer teams to generate maximum impact for Crayola.

The role will be responsible for complete campaign execution from initiation to set-up and, finally, post-activation reporting with future implications.

Additionally, the Retail Media Specialist will facilitate effective media management by collaborating cross-functionally, overseeing key media partner relationships, and leveraging external resources as needed.

PRINCIPAL DUTIES & RESPONSIBILITIES:

Retail Media & Search Advertising Execution:

• Execute and optimize retail media campaigns across key platforms, including Amazon Advertising, Walmart Connect, and Target Roundel.
• Detailed Paid Search Execution: Oversee daily management of campaign budgets, bid management, reporting, keyword and targeting strategies, and campaign revisions based on performance history and brand goals. Ensure campaigns are delivering against established KPIs and revenue targets.
• Retailer-Specific Execution: Implement tailored paid search strategies for each retailer, following platform-specific best practices.
• Performance Tracking: Monitor campaign performance, analyze key metrics, and adjust tactics to improve ROI and efficiency. Provide regular reports with insights and recommendations.
• Retail Media Coordination: Work closely with internal teams (Sales, Brand, and eCommerce) to ensure retail media efforts support overall business goals.
• Budget Execution: Assist in managing and allocating retail media investments, ensuring proper spend distribution across search, onsite, and offsite media.

Awareness Media Support:

• Upper Funnel Media Execution: Support planning and activation of awareness-driving campaigns in self-serve platforms such as Walmart Connect (WMC), Target Roundel, and Amazon DSP, including building and reviewing media plans, identifying target audiences, and ensuring campaigns launch on time.
• Programmatic Media Support: Execute programmatic campaigns, including through The Trade Desk, by reviewing audience segments, setting up campaigns, monitoring & optimizing delivery, and providing reporting on campaign performance.
• Creative Workflow & Collaboration: Manage the creative review process for retail media campaigns, including trafficking assets, coordinating feedback through Target's workflow tools, and partnering with internal digital designers to ensure assets meet retailer requirements.
• Retail Partner Support: Help coordinate retail media plans in partnership the Retail Media Manager, Sales and Brand Activation teams to drive traffic and conversions.

Digital Shelf Support:

• Content Collaboration: Work with SEO and content teams to ensure paid and organic efforts complement each other for maximum visibility and conversion.
• Campaign Monitoring: Track share of shelf and discoverability within retailer search and taxonomy to ensure strong product presence.

Data & Analytics

• Campaign Reporting & Analysis: Prepare regular reports that connect retail media campaign KPIs (e.g., impressions, CTR, ROAS) to topline outcomes such as sales and revenue performance across key retailers.
• Insights Development: Translate campaign data into actionable insights by identifying trends, highlighting what is driving performance, and recommending optimizations that align with business objectives.
• Performance Storytelling: Support internal presentations by building clear, insight-driven summaries that link advertising performance back to overall brand and category growth, making results understandable and actionable for cross-functional partners.
• Ongoing Learning: Stay up to date on retail media trends, new ad formats, and platform updates to improve execution.

JOB SPECIFICATIONS:

• Minimum Bachelor's degree in Digital Marketing, Marketing, Communications, Business or related field
• 3+ years digital marketing experience with background at agency, retailer and/or in-house advertising team
• Knowledge of the omni-channel retail media landscape:
  • Experience executing paid media across Amazon, Walmart, & Target platforms
  • Knowledge of marketing automation tools (e.g. Skai, Pacvue, Perpetua)
• Knowledge of digital technology, tools and platforms:
  • Hands-on experience with digital marketing tools and measurement technologies, including Amazon Ads, Walmart Ads, and Roundel Media Services or Criteo
  • Minimum 1 year experience directly setting up search campaigns in Amazon Ads, Walmart Ads, or Roundel Media Studio
• Strong data analysis and reporting abilities:
  • Ability to synthesize data and deliver qualitative and quantitative analysis
• Attention to detail and ability to prioritize tasks to maximize impact within limited resources and time.
• Strong analytical and problem-solving skills
• Action-oriented, organized, team player who pushes to meet and exceed targets.

PHYSICAL CONDITIONS:

The physical demands described here are representative of those that must be met by an employee to successfully perform the essential functions of this job. Reasonable accommodations may be made to enable individuals with disabilities to perform the essential functions.

While performing the duties of this job, the employee is frequently required to sit, talk and hear. The employee is frequently to use hands and fingers to operate, handle, or feel objects, tools, or controls; and reach with hands and arms. The employee must occasionally lift and/or move up to 25 pounds. Specific vision abilities required by this job include close vision and the ability to adjust focus.

DISCLAIMER: The preceding job description has been designed to indicate the general nature and level of work performed by employees within this classification. It is not designed to contain or be interpreted as a comprehensive inventory of all duties, responsibilities and qualifications required of employees assigned to this job.

WHY CRAYOLA?

• Kid Inspired Culture
• Free Admission to Crayola Experience for Employees
• Community Volunteerism Opportunities
• Annual Bonus Potential for all Full-Time Employees
• Company Matched 401k & Employee Value Sharing Plan
• Comprehensive Healthcare Benefits for Eligible Employees
• Education Assistance Program
• Wellness Programs
• Employee Resource Groups
• Generous Product Discounts Onsite & Online
• Company Sponsored Employee Events
• Discounts on a wide variety of products and services - automotive, electronics, fitness, travel and entertainment

Green is our favorite color!
Crayola cares about the environment and responsibly makes the products you love. Learn more about Crayola's creative solutions for greener tomorrows: https://www.crayola.com/about-us/sustainability

We offer competitive salary, outstanding benefits and the potential for advancement through the use of creative abilities. No phone calls please.

Search Firm Representatives - Please Read Carefully:
Crayola LLC is not seeking assistance or accepting unsolicited resumes from search firms for this employment opportunity. Regardless of past practice, all resumes submitted by search firms to any employee at Crayola LLC via e-mail, the Internet, or directly to hiring managers at Crayola LLC in any form without valid written search agreement in place for that position will be deemed the sole property of Crayola LLC, and no fee will be paid in the event the candidate is hired by Crayola LLC as a result of the referral or through other means.

Search firms are essential to the recruitment and staffing efforts at Crayola LLC, and we value the partnerships we have built with our vendors. For this reason, Crayola LLC has established and regularly maintains a preferred vendor list. Please note that even preferred vendors need to have a written search agreement signed by Human Resources at Crayola LLC in place for the specific position in order for a fee to be paid for any candidate referrals.