Associate Vice President, Paid Media

At Bath & Body Works, we believe everybody deserves to feel good. When you join us, you're part of more than an iconic fragrance and personal care brand — you become part of Gingham Nation, where people are at the center of everything we do.

We believe great associate experiences create great consumer experiences. When our associates feel supported, inspired and empowered, consumers feel it. Whether you're starting your career or building your next chapter, we invest in your growth so you can learn, lead and help create feel good moments every day.

About the Role

The Associate Vice President, Paid Media is a hands-on transformation leader who will modernize our media operation and turn enterprise growth priorities into a disciplined, connected, and measurable paid media engine. Reporting to the Group Vice President, Paid Media, this leader will drive execution of the paid media agenda, including annual planning, investment management, full-funnel activation, measurement, partner accountability, and team capability building. With a growth platform spanning stores, ecommerce, marketplaces, and a large first-party customer base, this role will help build a more agile, data-driven, and AI-enabled media model, including the expansion of Retail Media.

Responsibilities

• Own the annual paid media plan, investment approach, roadmap, and planning calendar, translating strategic direction into full-funnel plans that balance brand building, demand generation, performance, and lifecycle objectives.
• Lead planning, activation, and optimization across video, CTV, OOH, display, audio, search, social, app, affiliate, commerce media, and emerging platforms, making timely in-flight decisions on channel mix and performance.
• Build out the Retail Media practice to drive new customer acquisition across channel expansion partners such as Amazon, Ulta, and TikTok Shop, partnering with Commercial, Marketing, and ecosystem partners on growth plans, measurement, and test-and-learn roadmaps.
• Connect media with Social, CRM, Loyalty, E-commerce, and Partnerships to create a seamless customer journey.
• Drive adoption of a multi-layered measurement framework, partnering with Analytics, Consumer Insights, Finance, and agencies to turn performance data and incrementality learnings into investment recommendations and executive-ready insights.
• Lead agency, platform, and technology partner relationships, setting clear standards for planning, testing, optimization, reporting, and performance accountability.
• Advance AI-enabled capabilities, automation, and audience-led planning to improve targeting, personalization, optimization, and efficiency, scaling successful pilots into everyday capabilities.
• Develop investment scenarios and recommendations that clearly frame tradeoffs, risk, and expected business impact for senior leadership.
• Lead, develop, and grow a high-performing paid media team, building capabilities in strategic planning, full-funnel investment, measurement, and AI-enabled optimization while fostering a culture of experimentation and continuous improvement.