Job Description

About the Role

The Director of Video is responsible for leading the execution of Video investment in the most effective way for Gap Inc. and its brands. Sitting within the broader Marketing Shared Services organization, this role is part of a new approach for Gap Inc. and will leverage a deep understanding of Digital and Linear video channel strategies and best practices to inform execution of all video media campaigns for Gap Inc.’s brands, including those transacted both directly and programmatically. Reporting to the Sr. Director of Video and Creator Strategy, they will work alongside other dedicated channel experts to manage investment across all four of Gap Inc.’s brands. You will manage the relationship with Gap Inc.’s media agency’s video investment team, and will consistently evaluate Video activity at an enterprise level to identify opportunities for greater economies of scale and supercharge Gap Inc.’s Video investment.

What You'll Do

• Guide day-to-day Video media activation and execution, managing both Gap Inc. and Media Agency resources dedicated to Video activation
• Establish enterprise-wide best practices for Video through a standardized approach to planning, technology, and tools
• Oversee Video media buying carried out by Media Agency, inclusive of linear upfront buying, by managing pricing strategies, guarantees, preferred positioning, and all facets that deliver effectiveness across Gap Inc.’s media investment
• Ensure that Video investment delivers on target KPIs identified in marketing briefs by monitoring activity and proactively recommending shifts as necessary to achieve marketing goals
• Identify opportunities for optimization of Video activity by taking a holistic view of activity across Gap Inc.’s brands, including identifying duplicative efforts and opportunities for efficiencies across the portfolio
• Regularly provide input to channel planners, leveraging insights from Video investment to inform overall media strategy and allocation for both annual planning and campaign-specific strategy
• Work with Creative and Brand teams to ensure creative is optimized for video formats before and after creative shoots and production
• Develop media innovations to enhance performance and contribution of Video channels, including but not limited to industry innovations, integrated marketing partnerships, marketing tech stack requirements, and new vendors
• Establish and drive continuous improvements to ROI by understanding the current and future Video landscape and identifying opportunities to improve effectiveness
• Act as internal expert on Video channels, consistently sharing insights and best practices with the media organization and brand teams to optimize Gap brands’ media effectiveness
• Consult with Measurement and Interpretation team to help establish and refine best practices for measurement of Video channels
• Collaborate with other channel activation leads on converging strategies (e.g. partnering with Director of Programmatic regarding programmatic video buys)
• Manage external relationships with key Video publishers and platforms to drive first-to-market partnerships in tandem with Sr. Director of Video & Creator Strategy.

Who You Are

• 8+ years marketing experience with 5+ years experience in video investment
• 3+ years of experience managing teams, with a proven track record of collaborative leadership, team building, and managing individual contributors
• Extensive experience planning and executing Video media campaigns
• Deep knowledge of Video channel best practices and trends
• Experience in a highly complex, matrixed organization with a proven track record of working cross-functionally to drive change
• Exceptional communication and interpersonal skills, with the ability to collaborate and drive consensus across multiple teams and functions
• Change agent and motivator, with the ability to build bottoms-up teams and approaches, and foster positive culture change at Gap
• Entrepreneurial spirit with the ability to work through ambiguity, transform enterprise-wide ways of working, and infuse strategic thinking across levels

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