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Digital Media Director, Retail Initiatives


Newark, NJ
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Job Details

Position Title: Digital Media Director, Retail Initiatives
Job Code: 401038
Job Location: New Jersey-Newark

Prudential Advertising is a unique award-winning full-service branding & advertising agency within Prudential, established in 1996 and consisting of over 80 employees. The agency handles all advertising, including creative development, strategy, production, trafficking, and buying/planning of all media formats (broadcast, print, OOH, digital, and social) for Prudential's brand and individual business units.

Reporting to VP of Media, the Director of Digital Media of Retail Initiatives is responsible for the development, management and implementation of a strategic vision for customer acquisitions via paid media to drive ROI. This involves understanding the intricacies of Prudential’s retail businesses and how to translate business strategies into paid media lead and demand gen campaigns. This role is fully imbedded in the day-to-day workings of an integrated team, which includes the businesses (e.g., life insurance, annuities, etc.) and corporate centers (e.g., advertising, social, communications and customer office).


  • Main point of contact for all lead and demand gen media campaigns (e.g., programmatic, SEM, content marketing, PPC, social media, affiliate marketing, email, etc.).

  • Ensure lead generation goals are met/exceeded, while sourcing and testing new acquisition opportunities to drive performance.

  • Collaborate and coordinate cross functionally to improve processes and ensure proper integration.

  • Communicate program highlights and data analytics to key stakeholders and engage as a thought leader for such initiatives.

  • Collaborate with team (including direct report/s) to manage campaigns, which will include daily contact with external agencies, including our DSP/DMP partnerships.

  • Understand consumer segmentation and how to apply data targeting to reach and convert these segments, along with creating new segments through campaign results.

  • Seek ways to increase efficiency and productivity on assigned accounts through marketing automation, data, CRM, content marketing and conversion optimization.

  • Remain ahead of the changing digital marketing landscape specifically performance media platforms, marketing technology and automation.

  • Manage and prioritize projects, budgets and resources.





  • Bachelor’s Degree from an accredited college/university.

  • Minimum 8 years of relevant professional experience in digital media planning and buying across multiple paid media platforms (search, programmatic, DSPs, etc).

  • Experience in analysis of data, and convert findings into insight-driven campaigns; ability to draw connections between disparate data sources to identify larger optimization opportunities.

  • Ability to lead and problem solve across diverse subject matter with high client and team visibility.

  • Clear, concise and confident written and oral communications skills; able to present information and recommendations to internal stakeholders (clients).

  • Demonstrated ability to build strong relationships across complex organizations and at all levels.

  • An ability to independently steward multiple tasks concurrently in a deadline-driven environment.


Prudential is a multinational financial services leader with operations in the United States, Asia, Europe, and Latin America. Leveraging its heritage of life insurance and asset management expertise, Prudential is focused on helping individual and institutional customers grow and protect their wealth. The company's well-known Rock symbol is an icon of strength, stability, expertise and innovation that has stood the test of time. Prudential's businesses offer a variety of products and services, including life insurance, annuities, retirement-related services, mutual funds, asset management, and real estate services.

We recognize that our strength and success are directly linked to the quality and skills of our diverse associates. We are proud to be a place where talented people who want to make a difference can grow as professionals, leaders, and as individuals. Visit to learn more about our values, our history and our brand.

Prudential is an equal opportunity employer. All qualified applicants will receive consideration for employment without regard to race, color, religion, sex, sexual orientation, gender identity, national origin, genetics, disability, age, veteran status, or any other characteristic protected by law.

Note that this posting is intended for individual applicants. Search firms or agencies should email Staffing at for more information about doing business with Prudential.
Job Function: Marketing/Advertising/Public Relations/Corp. Communications
Schedule: Full-time
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