VP, Media Lab


California, United States Remote

Full time

Marketing / Communication / PR

Jan 24

Job Details

Do you want to join a world-class, innovative marketing organization? Salesforce is looking for a smart, creative, and experienced VP of Media Lab to:

  • Drive Strategic Alignment: Harmonize our GTM across all paid media teams at Salesforce to deliver a holistic motion and view of in-market media across units (Field, Brand, Tableau, Slack, Mulesoft, etc). Own the ‘One Salesforce’ media plan designing the optimal global, holistic, nimble, and efficient media plan and execution with unit stakeholders.
  • Increase Scalability & ROI: Maximize yield and deliver higher ROI with more effective planning, execution, time to market, and elevated competencies to support high growth needs of the business and drive targeted outcomes across global brand, pipe, ACV, and AOV.
  • Interlock Brand & Demand : Employ omni-aware advertising campaign framework that synchronizes buyer journey between reputation and demand. Harmonize efforts across teams (in-house, agency) and mediums (online, offline) to plan, provision, and optimize a seamless experience for our target audiences.
  • Syndicate Best Practice & Development: As a media center of excellence you’ll identify, develop, implement, and govern best practices, resourcing (in-house, hybrid, agency) measurement sophistication, innovation & incubation, roles & responsibilities, and talent & technology development to improve media support for stakeholders across geos, divisions, business units, and teams
  • Increase Advertising Maturity: Become the consultative authority and world-class trusted partner to the business delivering results and impact-driven teamwork across advertising strategy, talent and technology, audience savvy, brand/demand interlock, measurement / testing, and creative excellence
  • Audience Management as a Service : Operationalize a customer-obsessed, data-driven, buyer audience framework to govern the creation and management of digital audiences across media publishers, technologies, people, and processes. Drive increased engagement, eliminate conflicting messaging, reduce buyer complexity, and synchronize brand and demand advertising across Salesforce segments.
  • Centralize Agile Governance : With customer preferences and value at the center, provide a centralized and comprehensive foundation for business decision-making, compliance literacy, and governance execution to maintain consumer security, privacy, and trust for our global audiences.


  • Advertising strategy : co-creates with stakeholders the integrated advertising approach, vision, and charter to invest and build holistic ‘One Salesforce“ reputation and demand advertising plans
  • Talent and technology : drives the skills and direction of media buying, and ad operations across all relevant media channels, contexts, and buying motions to meet stakeholder goals and objectives. Delivers the technology (Salesforce & Google Marketing Cloud platforms) to enable audience building and omnichannel execution across Salesforce segments
  • Audience savvy : establishes codified source of truth of buyer audiences and their media engagement habits that drives the optimal media mix and delivers relevant ads to the full spectrum of Salesforce contexts, cohorts, and individual audiences
  • Brand and Demand Together : centering on the customer experience, establish and ensure an interlocked strategy to promote brand reputation and demand at optimal frequency, reach, and timing to drive collaborative planning and execution
  • Measurement & testing : develops process for rigorous testing to optimize spend for ROI or performance, personalization, and best media approaches influencing attitudes, behaviors, incrementally, and revenue gains to be rollout systematically and scaled
  • Develop & reconcile optimal technology stack that supports omnichannel advertising across relevant audience motions (e.g., enterprise, vertical, SMB, ABM, B2C2B).
  • Deliver buyer audience framework and insights to develop optimal media mix, forecasting, real-time insights, and purchase intent signals
  • Bring paid media buyers together in one org and align career paths and RACIs
  • Invest in developing a strategic paid media campaign planning and execution process
  • Invest in maturing our paid media ops: campaign trafficking, media quality management, procurement, finance, trust/security across relevant channel contexts (e.g., web, search, video, TV, audio, out-of-home, mobile, etc)
  • Invest in maturing paid media management through AdTech: campaign management, search management, dynamic ads, etc
  • Build out our data platforms, dashboards, and marketing automation for paid media
  • Invest in data science algorithms for paid media to optimize key channels and overall spend allocation. Serve as an innovation lab for the next gen Salesforce marketing platform with Data360 strategy
  • Balance resources globally : in-house vs hybrid vs agency
  • Portfolio, campaign, and program inputs
  • Contribute to and execute the paid media aspects of campaign, as defined by the Campaigns and Field teams.

The ideal candidate will have:

  • A proven track record of achieving great results through paid media advertising and having a strong understanding of how various digital media channels impact the customer lifecycle.
  • Ability to hire and retain top media and Adtech talent, including training and facilitating paid media career paths.
  • Extensive experience with managing media buying & consulting partners.
  • Strong management of strategic partnerships with key media or data providers.
  • Deep budget management skills, including managing a multi-million dollar media budget.
  • Passion for trust (compliance, governance, privacy, security). Align with Trust management/teams.
  • A strong sense of vision and ability to drive next gen approach for data & AI management for paid media (AI Decision Factory) and overall data strategy.
  • Strong general management and strategic planning skills combined with expertise in establishing and leading business planning, operational, financial and processes.

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