Director of Performance Media

Overview

The Director of Performance Media is responsible for leading all paid and organic digital media strategies to drive qualified leads and enrollments. This role will focus on maximizing ROAS and scaling customer acquisition efforts by developing, executing, and optimizing high-impact campaigns across key platforms including Google Ads (Search, Display, Performance Max), Meta Ads (Facebook & Instagram), YouTube, and TikTok.

The Director is responsible for strategic oversight and execution of marketing that results in the company outperforming competitors. Previous agency experience or experience within a multi-unit consumer services business is a plus. Able to work at a high level (strategic) and also "roll up the sleeves" to do tactical work is required.

Responsibilities

• Performance Media Strategy & Execution : Develop and implement comprehensive, data-driven paid media strategies to achieve aggressive growth and ROI targets. This includes full campaign builds, from audience targeting and budget allocation to ad creative and keyword strategy.
• Collaboration : Work closely with the Chief Marketing Officer, the VP of Marketing, and other key stakeholders to align media strategies with overall business objectives.
• Google Ads & Search Performance : Lead all Google Ads initiatives, including Search, Display, and Performance Max.
• Craft optimal keyword lists, manage negative keywords, and continuously refine bidding strategies.
• Develop compelling ad copy and leverage available ad extensions to improve Quality Score and CTR.
• Provide hands-on management and optimization of ad campaigns to ensure conversion efficiency.
• Meta Ads & Social Media : Oversee all paid social campaigns on Facebook and Instagram.
• Develop detailed audience targeting strategies using demographics, interests, behaviors, custom audiences, and lookalikes.
• Advise on creative best practices for images and video ads that resonate with the target audience.
• Recommend the most effective campaign objectives to meet specific business goals (e.g., Lead Generation, Conversions).
• Multi-Channel Strategy : Provide strategic direction and hands-on guidance for paid campaigns on other platforms, including YouTube Ads and TikTok Ads, ensuring a cohesive and integrated media mix.
• Organic Traffic Strategy : Work closely with content and SEO teams to develop strategies for organic traffic growth.
• Data-Driven Decision-Making : Must have expert, hands-on experience with :
• Google Analytics 4 (GA4) and other analytics tools to track campaign performance, understand the customer journey, and provide actionable insights.
• Define and track key performance indicators (KPIs) and report on campaign success to leadership.
• Advise on leveraging tools like ListenLayer to enhance conversion tracking and inform audience creation for remarketing.

REQUIRED SKILLS

REQUIRED EDUCATION AND EXPERIENCE

PREFERRED EDUCATION AND EXPERIENCE

CHARACTERISTICS and ADDITIONAL REQUIREMENTS

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