Senior Director, Global Paid Media & Growth Huda Beauty

Essential Duties and Responsibilities:

Own the Global Paid Media Strategy & Investment Model

• Define and lead a full funnel global paid media strategy across awareness, consideration, conversion, and retention.
• Design the global media investment framework aligned with commercial, brand, and audience priorities.
• Establish disciplined allocation and measurement models centered on incrementality, efficiency, and contribution margin.
• Integrate brand and performance media into a single, cohesive, scalable growth engine.

Build the Global Paid Media Operating Model

• Stand up and lead a global paid media Center of Excellence.
• Define central vs. market-led ownership, ensuring clarity, agility, and accountability.
• Create governance frameworks, operating standards, and playbooks to ensure consistency and global scalability.
• Strategically in house critical capabilities while optimizing external agency partnerships to accelerate growth.

Install Performance Infrastructure & Financial Discipline

• Implement advanced measurement frameworks including incrementality testing, MMM, attribution modeling, and experiment design.
• Define and standardize global KPIs across markets (CAC, LTV, contribution margin, ROI, blended efficiency).
• Embed real time and quarterly performance tracking into global commercial planning cycles.
• Leverage AI, automation, and predictive optimization to drive smarter targeting, forecasting, and creative iteration.

Elevate Market Capability & Drive Global Alignment

• Partner with regional and local teams to elevate paid media maturity and execution excellence.
• Lead structured performance reviews, quarterly planning cadences, and annual strategic alignment cycles.
• Ensure adherence to global guardrails while empowering markets with flexibility for local nuance.
• Build a culture of accountability, transparency, and continuous improvement across global teams.

Retail Media Partnerships

• Own senior level relationships with major platforms: Meta, Google, TikTok, retail media networks, and DSPs.
• Negotiate global agreements, develop long term platform partnerships, and unlock beta opportunities.
• Evaluate emerging channels using disciplined testing frameworks.

Build the Team & Lead the Transformation

• Recruit, mentor, and scale a high performing global paid media organization.
• Establish clear performance standards, decision making frameworks, and leadership expectations.
• Act as a senior strategic advisor to Brand, E commerce, Finance, and Executive Leadership on media investment and growth strategy.