Director Paid Media

JOB SUMMARY

The Paid Media Director leads and directs paid media initiatives and investments across all paid media channels, with a strong focus on leveraging AI to enhance performance and drive innovation. They are responsible for delivering effective and efficient performance that ladders back to the overall marketing and company goals. This person is highly analytical and can make data-driven decisions. The Media Director will supervise and grow the Marketing Specialist. This role works closely with various internal teams such as creative, store ops, finance, project management, ecommerce, loyalty, and customer strategy to ensure that paid media campaigns are integrated and ladder back to overall marketing and company goals.

KEY ROLES & RESPONSIBILITIES

• Plans, forecasts, and guides the enterprise media investments, always weighing the need for new customer acquisition while balancing existing customers that drive immediate traffic to stores and/or site.

• Leads internal media team and external media agency to ensure flawless execution across all paid media touch points.

• Directs and reports out the ROI of all media investments on an ongoing basis, leveraging AI-driven attribution models and predictive analytics to ensure a strong understanding of incremental return on investment.

• Directs all demand and traffic-driving media for Ecommerce/App, utilizing AI-powered bidding and targeting strategies to ensure that efficiency and ROAS targets are met and that channels are performing to budgeted expectations.

• Leads the development of an AI-driven testing roadmap, incorporating machine learning insights to consistently optimize media strategy based on performance. Ensures successful test results are being incorporated.

• Develops strategies that enhance customer segmentation and targeting, using AI to identify and model high-value audiences and personalize messaging at scale, while working closely with the owned channel team to ensure all efforts are integrated via CDP.

• Champions the adoption of new and existing AI technologies, including generative AI for creative and copy development, to deliver automated, personalized, relevant, and brand-right customer messaging across segments and media channels.

• Owns relationships with multiple outside partnerships including media/measurement agencies, media tech (i.e., Hightouch, Feedonomics) and media partnerships (i.e., Pinterest, USPS MyMove, Kargo).

• Oversee all weekly and monthly reporting and insights to understand each channel’s contribution to overall performance.

• Be the internal voice for all things paid media by sharing best practices, educating teams on emerging AI trends, opportunities, and best practices, and highlighting new opportunities.