Digital Media Director (Willowbrook, IL - HQ)

JOB SUMMARY: The Digital Media Director will be responsible for driving customer acquisition and retention, measured by fitting appointment bookings across all digital touchpoints, this role oversees media strategy and execution across Paid Search (PPC), Programmatic, Paid Social, Organic Search (SEO), Direct, and Affiliate marketing programs.

This role is directly responsible for performance analytics tied to digital media, conversion funnel optimization across landing pages, traffic journey analysis, and media-driven conversion optimization within the booking engine. The Digital Media Director will manage media budgets, optimize acquisition funnels, oversee agency partners and internal media teams, and ensure maximum return on ad spend (ROAS).

ESSENTIAL FUNCTIONS:

• Own the strategy, deployment, and optimization of all paid media budgets across Google Ads, Bing Ads, Meta (Facebook/Instagram), YouTube, TikTok, Programmatic display/video/CTV networks, and emerging platforms.

• Manage 3rd party agency relationships to maximize media efficiency through audience onboarding, data management platform integration, and dynamic creative optimization.

• Manage 3rd parties to drive campaign structure including bid management strategies, retargeting workflows, and cross-device frequency capping.

• Lead testing and scaling into AI-driven paid search frameworks to drive incremental booking volume.

• Continually test and scale ad copy, programmatic audience segments, targeting parameters, landing pages, and creative assets to lower Cost Per Acquisition and maximize appointment booking efficiency.

• Manage and refine elite affiliate and credit card partnership programs, leveraging targeted attribution models to drive high-margin booking growth and deliver strong ROAS."

• Partner with the web engineering/product teams by directing media traffic strategy, conducting landing page A/B and multivariate tests, and optimizing campaign-specific user journeys.

• Analyze campaign drop-off points within the online appointment booking engine to refine ad messaging, traffic segmentation, and landing page alignment.

• Establish clear conversion rate targets for paid and organic traffic, ensuring traffic sent from media channels converts effectively into completed bookings.

• Own the end-to-end analytics and tracking architecture specific to media performance, including tag management, pixels, server-side tracking, and campaign UTM parameters.

• Maintain and evolve multi-touch attribution models to accurately evaluate channel contribution across online bookings and in-store conversion touchpoints.

• Deliver clear weekly, monthly, and quarterly performance dashboards to executive leadership, evaluating media spend against booking efficiency, customer acquisition costs, and return on ad spend.

• Define and direct technical, local, and content SEO strategies to drive high-intent organic traffic across national and local markets, coordinating with web/content teams for execution.

• Track and report on keyword rankings, domain authority, organic landing page traffic performance, and non-paid conversion rates.

• Perform other duties and responsibilities as assigned.