Director Performance Media, Offline Customer Acquisition

Overview

Lead the full performance offline acquisition portfolio across TV, Audio, Influencer, Direct Mail and emerging channels, partnering with Digital, Analytics, Brand, Creative, Content, Ecom, PR and Product to drive cost-efficient customer growth.

What you'll do

• Own growth strategy and channel execution for the offline performance marketing mix, including targets across Spend, Systems, CPA and cost-per-subscriber.
• Optimize, grow and run the offline portfolio, getting the most out of each channel and the portfolio as a whole.
• Drive a rigorous testing and learning roadmap across creative, copy, audience targeting and page performance.
• Act as a hands-on player-coach for in-house and agency teams, setting clear performance expectations, accountability and productive working rhythms.
• Keep the embedded agency working as an extension of the internal team while internal specialists remain accountable for their channels and numbers.
• Maintain visibility into channel performance, attribution modeling (including multi-touch and media mix approaches) and data pipelines.
• Deliver clear, actionable performance readouts to executive leadership connecting offline activity to business outcomes.
• Lead, mentor and grow an in-house team of channel managers, growth marketers and analysts.
• Manage a significant media budget with the mandate to cost-effectively grow the customer base and hit or beat plans.

What you'll need

• At least eight years of hands-on multi-channel digital performance marketing experience, managing a portfolio of digital and unique channels.
• Five or more years leading performance channel specialists.
• Hands-on fluency in TV (linear, streaming, sf/drtv, etc.), Audio (terrestrial, streaming, podcast, produced, etc.), Influencers, Direct/Shared Mail and ROF, and awareness of how those channels are evolving.
• Strong at owning internal business targets and in-channel platform targets.
• Ability to use data to tell a clear story (1:1, with the team, in a deck, in meetings) on performance, what's working, what isn't and next steps.
• Strong business KPI acumen (CPA, CAC, LTV:CAC, Payback, Churn, etc.) and media channel KPIs (Visits, CPV, cATC, Cost per call, etc.).
• Highly analytical, with experience in attribution modeling and web analytics platforms, and able to translate complex performance data into a clear business narrative for executive and cross-functional audiences.
• Proficiency or experience with tools such as MS Office/Google Workspace, Slack, Tableau, Hex, Invoca, Innovid and media platforms (iSpot, Claritas, etc.).
• Experience managing or structuring agency relationships.

Nice to have

• A background in D2C subscription, e-commerce or a similarly considered-purchase environment where customer education is part of the acquisition journey.
• Creative intuition to know what moves a modern consumer, not just what the data says after the fact.
• Knowledge or experience with digital channels.

Details

• Location: Remote.
• Hybrid model: teams come together in the office on two core days, typically Tuesday, Wednesday or Thursday.