Director of Integrated Paid Media

About the Role

Our client is bold, upbeat, and motivating – not only in fitness routines but also in the work environment. Like their members, employees know how to rise to a challenge and manage it head-on. The Core Purpose is to create loyal, lifelong fans and exercise practitioners, achieved through Core Values: fight hard to win, take personal responsibility, be optimistic and have fun, grow and learn, and be a team player. The client seeks a Director of Integrated Paid Media to lead execution across the full paid media channel mix, driving acquisition, conversion, and retention through scalable media programs.

Responsibilities

• Lead planning, execution, and optimization of integrated paid media campaigns across channels: paid search, Google, Meta, display, video, affiliate, programmatic, radio, out-of-home, and print.
• Support the VP of Marketing Analytics and Strategy in shaping paid media strategy, channel/budget allocation, and performance measurement; execute and optimize to support business goals.
• Develop media briefs and go-to-market plans translating business goals and audience insights into actionable paid media direction; collaborate with agency partners for execution and accountability.
• Manage paid media agency relationships, ensuring alignment with business goals, brand standards, and performance expectations.
• Establish operating rhythm with agencies, including performance reviews, campaign recaps, testing plans, and issue resolution.
• Own day-to-day media performance management, including pacing, optimization, and escalation of issues.
• Drive market-level media execution for new gym openings, competitive markets, and key promotional periods.
• Partner with VP of Marketing Analytics and Strategy to interpret data, identify optimization opportunities, and provide recommendations.
• Support test-and-learn initiatives, including A/B testing and conversion rate optimization.
• Collaborate with Marketing department directors to ensure paid media supports integrated customer acquisition and lifecycle efforts.
• Stay current with paid media trends, platform updates, and consumer behavior shifts.

Qualifications

• 7+ years of integrated paid media experience, preferably in a multi-location or franchise environment.
• Proven track record of driving growth through performance marketing and integrated paid media strategy.
• Advanced knowledge of paid media platforms (Google Ads, Meta Ads, etc.) and measurement tools (Google Analytics, media management platforms).
• Strong analytical mindset with experience using BI tools (Tableau, DOMO) and collaborating with analytics leaders.
• Demonstrated leadership and ability to manage high-performing teams.
• Experience in membership-based or wellness-related business a plus.

Location & Work Environment

Hybrid – Dallas-Fort Worth Area (In-office Mondays & Fridays). Supports a decentralized HQ team; candidates should be comfortable collaborating across time zones. Occasional travel required for team connection and key initiatives.

Compensation & Benefits

• Base salary range: depending on experience, skills, and location.
• Collaborative, high-energy culture with leaders valuing innovation and growth.
• Comprehensive medical, dental, vision, and supplemental life benefits.
• 401(k) with company match.
• Company-sponsored life insurance and Employee Assistance Program.
• Competitive paid time off and holiday programs.
• Complimentary gym membership for employee and one eligible family member.
• Discounts on personal training and in-club merchandise.