Director, Paid Media

The Director, Paid Media will lead the strategy, execution, and performance of paid media investments across both brand and local initiatives. This role is responsible for ensuring media efforts drive efficient lead generation and support overall conversion goals.
You will translate business objectives into actionable media strategies, oversee agency partners, and drive continuous optimization through data-driven decision-making. This position requires a balance of strategic vision and operational execution, with a strong focus on performance, accountability, and cross-channel alignment.

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Key Responsibilitie
sMedia Strategy & Performanc
eOwn end-to-end paid media performance across brand and local campaigns, aligned to lead generation, conversion, and efficiency metrics (CPL/CPA
)Translate business goals into comprehensive media strategies, including budget allocation, channel mix, testing frameworks, and performance target
sProvide ongoing performance insights and recommendations, including optimization opportunities, scalability, and risk mitigatio
nEvaluate tradeoffs between brand and local investments to maximize overall performance impac
tData & Optimizatio
nAnalyze platform data and attribution insights to identify performance drivers and areas for improvemen
tPartner with analytics teams to operationalize attribution models (e.g., MTA) and ensure insights inform media decision
sChallenge assumptions and evaluate incrementality across channel
sEnsure insights lead to actionable optimizations, not just reportin
gAgency Managemen
tLead external agency partners, setting expectations for performance, testing, and reportin
gRun regular performance reviews and working sessions to assess results and prioritie
sConduct audits to ensure best practices, effective structure, and quality executio
nHold agencies accountable to performance outcomes and drive corrective action when neede
dStakeholder Alignment & Communicatio
nRepresent business needs in media strategy decisions, ensuring alignment with broader organizational goal
sCommunicate performance clearly to stakeholders, simplifying complex data into actionable insight
sDevelop and standardize materials that improve understanding of media performance and key driver
sAct as an escalation point for performance-related concern
sTeam Leadershi
pLead and develop a team responsible for brand and local media executio
nFoster a culture of accountability, continuous xsgimln improvement, and performance ownershi
pEnsure consistent frameworks for evaluating, communicating, and optimizing performanc
eQualification
s10+ years of experience in performance marketing, growth marketing, or paid media leadershi
pProven success owning multi-channel media performance and budget optimizatio
nStrong experience managing agency partners with a focus on accountability and result
sDeep expertise across paid media channels, including paid search and paid socia
lExperience with attribution modeling (e.g., MTA) and applying insights to strateg
yStrong cross-functional leadership and stakeholder management skill
sExcellent communication skills with the ability to translate data into clear recommendation
sExperience in multi-location, franchise, or lead-generation environments preferre

d