Senior Director of Media - Leading DTC Outdoor Lifestyle Brand
Paid Media Strategy and Execution
Lead paid media strategy across all five brands, including performance and brand investment across search, social, programmatic, CTV, YouTube, podcast, audio, and emerging channels.
Set the annual media plan, quarterly reforecasts, and in-flight optimization rhythms against revenue and margin targets.
Own the relationship with our First Lite performance agency partner, including scope, deliverables, measurement standards, and quarterly business reviews.
Direct in-house buying for emerging brands through the Media Coordinator.
Partner with the brand and creative teams on earned media coordination, including the podcast and content ecosystem as a paid media input.
Retention and Lifecycle Marketing
Oversee email, SMS, and database marketing across all five brands through the Retention Marketing Manager.
Drive portfolio-wide retention strategy, segmentation philosophy, and CRM roadmap in partnership with brand leads.
Drive customer lifetime value, repeat rate, and reactivation as primary outcomes alongside acquisition metrics.
Measurement and Decision Architecture
Build and own the measurement hierarchy that informs media decisions: business outcomes first, then incrementality, then MMM, then MTA, then platform metrics.
Commission and interpret Media Mix Modeling, matched-market tests, geo holdouts, and other incrementality studies as the basis for budget allocation, not platform ROAS alone.
Develop the internal tooling, dashboards, and reporting cadence that make this measurement legible to brand leads, finance, and the executive team.
Translate measurement findings into clear recommendations on funnel mix, channel mix, and creative investment.
Leadership and Partnership
Manage, develop, and grow a team of two direct reports.
Partner closely with brand leads on annual plans, launches, and seasonal moments.
Work with finance on media budget framework, MMU planning, and ROI/payback storytelling to the executive team and board.
Represent media at the marketing leadership table and contribute to broader marketing strategy beyond your function.