Director, Performance Marketing StrategyNew

About the Role

Key Responsibilities

• Own the full-funnel Performance Media strategy, from targeting and audiences through site experience
• Bridge the gap between ad creatives and on-site experience to drive optimal performance and outcomes
• Leverage AI tools and platforms to automate and enhance audience targeting, creative development, media buying, and performance optimization
• Partner with the Performance Media Analytics team to identify, test, and scale new upper-funnel performance marketing channels (e.g., Paid Social, Video, CTV, and other emerging platforms)
• Build a multi-channel strategy roadmap aligned with business growth goals, prioritizing impact, reach, and efficiency
• Develop frameworks to evaluate channel potential, performance benchmarks, and test structures for ongoing expansion
• Partner with analytics to ensure proper tracking and attribution for new channels
• Define and implement robust audience segmentation strategies tailored to different personas and marketing objectives
• Use data to identify high-value audience segments across first-party, third-party, and platform-specific targeting capabilities
• Collaborate with Analytics, Design and Product to enhance targeting precision and personalization
• Continuously optimize and refine audience segments based on performance
• Own the creative briefing process for each channel, ensuring concepts align with channel best practices, target audience insights, and brand tone
• Partner with in-house and external creative teams to develop assets tailored to each stage of the funnel
• Champion testing methodologies to refine messaging, visual treatments, and calls to action
• Establish a library of high-performing creative by audience and channel
• Set KPIs and track performance across all upper-funnel channels (e.g., CPM, VCR, CTR, Brand Lift, incremental reach, assisted conversions)
• Partner with analytics to build dashboards and insight reports that drive strategic recommendations
• Iterate on campaign structure, bidding strategies, targeting, and creative based on performance insights
• Manage media budgets, pacing, and forecasting with a focus on ROI and long-term growth
• Work closely with Analytics, Product, and Remarketing teams to align messaging and campaign goals across the funnel
• Regularly share results, learnings, and recommendations with senior stakeholders
• Build and manage relationships with external media vendors, agencies, and platforms

Requirements

• 10-14 years of experience in paid media with a focus on upper-funnel channel management (e.g., CTV, Paid Social, Programmatic Video)
• Experience managing direct reports and building high-performing marketing teams
• Proven success launching and scaling new performance channels from concept to maturity
• Deep understanding of media buying, targeting, measurement, and attribution in both brand and performance contexts
• Strong background in audience strategy, creative testing, and cross-channel campaign orchestration
• Analytical mindset with comfort interpreting complex data to inform strategy and optimization
• Exceptional project management and cross-functional communication skills

Nice to Have

• Experience with AI-powered marketing tools and platforms
• Knowledge of emerging digital marketing channels and platforms

Qualifications

• Formal educational background not specified

Benefits & Perks

• Not specified in the description