Director Full Funnel Media and Partnerships

Bimbo Bakeries USA•Irving, TX

About The Position

The Full Funnel Media & Partnerships Director is a strategic marketing leader responsible for driving brand strategy and business growth through integrated, full funnel media, high impact partnerships, sponsorships, and licensing initiatives. This role leads a team of seven and serves as a key architect of how the company’s brands are showing up for the consumers. This role also ensures media and partnerships work in concert to deliver measurable results, funnel media, high impact partnerships, sponsorships, and licensing initiatives. This role leads In a world where the funnel is collapsing, you will own the development and execution of comprehensive media strategies that span awareness through conversion, while identifying, negotiating, and activating strategic partnerships that amplify brand relevance, accelerate growth, and unlock new revenue opportunities. This leader will collaborate closely with our communications, brand, eCommerce, analytics, sales, and external agency partners to ensure cohesive planning, disciplined investment, and continuous optimization. As a people leader, this role is responsible for building and developing a high performing team, fostering strong cross functional relationships, and acting as a change agent in evolving the organization’s media and partnership capabilities to meet the needs of a modern, omnichannel consumer.

Requirements

Bachelor’s level degree required.
Minimum of 10 years' experience with a strong proven track record of Sponsorships & Licensing (sports a plus).
Experience successfully driving ROI and managing a 9-figure-plus media budget
Experience and ability to excel in a large, fast-paced, complex environment
Flexible and an ability to adapt to changing conditions and challenges
Ability to apply a solution-oriented approach; proven problem-solving skills
Excellent interpersonal, oral and written communication skills
Agency management experience and proven ability to inspire agency performance
Ability to demonstrate consumer-first mentality

Responsibilities

Establish and lead the company's licensing, sponsorship and partnership practice from the ground up, developing strategic framework, evaluation criteria, and governance processes to identify, negotiate, and activate partnerships that amplify brand reach, relevancy and drive incremental revenue.
Identify and cultivate strategic brand partnerships, licensing opportunities, and sponsorship deals with complementary brands, retailers, influencers, and organizations, creating mutually beneficial programs that extend brand presence into new channels and customer touchpoints.
Negotiate partnership terms, manage contract execution, and oversee activation and measurement of all licensing and sponsorship initiatives, ensuring alignment with brand positioning and delivering against agreed-upon business objectives.
Collaborate with media lead and Engagement Studio lead to ensure the full-funnel media strategy across paid, owned, and earned channels is optimized to drive brand awareness, consideration, and conversion while optimizing ROI.
Ensure integrated media planning and buying across digital (social, programmatic, search, video) and traditional (TV, print, OOH) channels, ensuring cohesive messaging and optimal channel mix based on performance data and consumer insights.
Partner with creative, brand, and analytics teams to develop and test media campaigns, leveraging A/B testing, attribution modeling, and incrementality studies to continuously improve campaign performance and inform future investment decisions.
Build and mentor a high-performing team of, providing strategic direction, professional development opportunities, and performance feedback while fostering a culture of innovation, accountability, and data-driven decision making.
Establish clear goals, KPIs, and workflows for the team, implementing processes that enable efficient campaign execution, cross-functional collaboration, cohesive partnerships working with media and scalability as the business grows.
Lead relationships with media agency and key partners, setting strategy, clear expectations, evaluating performance, and ensuring agencies deliver strategic insights and efficient execution that meets company standards and budget requirements.
Drive JBP conversations and agreements with vendors to ensure we are maximizing value with our spend across the brands.
Collaborate with sales, product, and e-commerce/Omni teams to align media and partnership strategies with business priorities, seasonal campaigns, and product launches, ensuring integrated go-to-market approaches that maximize impact across all customer touchpoints.
Translate media performance data and partnership results into actionable insights and recommendations for senior leadership, informing broader marketing strategy, budget allocation, and growth opportunities.
Collaborate and drive thought leadership with our global partners to ensure the US is partnering to benefit from global agreements and showcase local activity and wins with the executive leadership team.