Performance Marketing Director, Paid Media

About The Role

We seek an experienced Performance Marketing Director to lead our paid media efforts across various platforms, including Facebook, YouTube, TikTok, Google, Programmatic Advertising, CTV, OTT, and traditional advertising. This role will oversee media buyers, the Creative Director of paid media, the funnel managers, and the CRO lead, ensuring the strategic execution and performance of all sales funnels and paid media campaigns.

Responsibilities

• Lead a high-performing team to deliver high-converting funnels and outstanding paid media campaigns, focusing on troubleshooting, strategizing, and meeting KPIs on platforms like Facebook, Instagram, YouTube, TikTok, and Google.
• Monitor and optimize key performance indicators (KPIs) such as Return On Ad Spend (ROAS), Cost Per Acquisition (CPA), Cost Per Lead (CPL), Cost Per Thousand Impressions (CPM), and Click-Through Rate (CTR) to ensure campaigns align with business objectives and achieve maximum efficiency.
• Use advanced data analysis tools like Hyros and GA4 to monitor and analyze campaign performance, making data-driven decisions to improve ROI.
• Collaborate with marketing compliance and legal teams to ensure all advertising efforts are FTC-compliant and strategically aligned with KPI goals, enabling effective and responsible navigation of the advertising landscape.
• Foster a culture of excellence within the performance marketing team, promoting continuous learning and adaptation.
• Align paid media strategies with overall marketing goals to ensure a cohesive brand message across all campaigns that meet KPI standards.
• Engage with stakeholders transparently, providing regular and insightful updates on campaign performance against KPIs and offering strategic recommendations based on data analysis for ongoing optimization.
• Develop and execute comprehensive paid media strategies across multiple platforms.
• Strategize, manage, and optimize programmatic advertising, CTV, and OTT ad campaigns.
• Stay up-to-date with industry trends and emerging platforms to drive innovation.

Expected Outcomes

• Creative Meets Strategic: To thrive in this role, you must merge the creative, art side of advertising with the strategic, science side. Performance will be gauged on metrics like CPA, ROAS, CTR, and overall revenue and profitability of ad campaigns.
• High-Performing Team: Develop a team that is not only technically proficient but also strategically oriented towards KPI-focused outcomes, fostering an environment where challenges are met with innovative solutions.
• Viral Ads: The goal is to consistently create best-in-industry ads that convert viewers into buyers and get the attention of millions of people online.
• Decrease in CPA: The better the ad creatives we run, the lower the cost to acquire customers. This is a major driving force for scaling the business.
• Increase in Revenue & Profitability: The better our advertising campaigns perform, the more we can afford to spend on advertising, which leads to substantial growth in revenue and profitability for the company.
• Ad Production Factory: We should be an ad production factory consistently delivering world-class ad creatives to the media buying team.
• High-Converting Funnels: Develop and optimize high-converting sales funnels with the Funnel Manager and CRO Lead to achieve maximum conversion rates.
• Hitting Deadlines & Budgets: All deliverables should be completed on time and within budget.

Requirements

• 7+ years of experience in Performance Marketing, with a proven track record in a Director role.
• Expertise in managing paid ads on Facebook, YouTube, TikTok, Google, and other platforms.
• Proven results in developing and optimizing sales funnels for maximum conversions.
• Strong experience in Programmatic Advertising, CTV, and OTT ads.
• Familiarity with traditional advertising methods like Direct Mail is a plus.
• Proficient in data analysis and performance tracking tools.
• Excellent understanding of media buying and budget management.
• Strong leadership and team management abilities.
• Excellent communication and interpersonal skills.
• Strategic thinker with a results-driven mindset.
• Ability to work collaboratively with creative and technical teams.
• Adaptability and willingness to stay updated with industry changes.