Vice President, Digital Media

What You’ll Do

• Deliver efficient subscriber growth and revenue through digital media, hitting targets for net adds, CAC and LTV: CAC.
• Orchestrate media to support the full subscriber lifecycle: acquisition, onboarding, engagement, upsell, and win-back.
• Build a modern, data-driven media engine that uses experimentation, automation, and first-party data to scale efficiently.
• Define the digital media vision and multi-year roadmap to support subscriber growth, retention, and brand health.
• Own full-funnel media strategy and execution across paid social, programmatic display/video, CTV/OTT, paid search, affiliates/partnerships, and emerging performance channels.
• Design and manage audience strategies tailored to subscription dynamics (prospects, trials, active subs, at-risk, churned) in partnership with CRM/Lifecycle and Data teams.
• Manage the digital media budget, including annual planning, in-year reallocation, pacing, and scenario modeling based on CAC and LTV targets.
• Establish and track core media and subscription KPIs (e.g., CAC, LTV, LTV:CAC, retention cohort curves, trial-to-paid conversion rate, and contribution margin).
• Build and continuously evolve a test-and-learn roadmap (channels, audiences, offers, pricing tests, creative, funnels, landing pages) to drive step-change improvements in performance.
• Partner with the Product & Technology team to optimize the end-to-end acquisition funnel (signup flows, trials, offers).
• Collaborate closely with Brand and Creative on messaging frameworks, offer positioning, and asset production optimized by channel and audience.
• Oversee agency and vendor relationships (media agencies, DSPs, measurement partners, identity platforms, attribution/MMM vendors, affiliate networks).
• Champion the use of first-party data, propensity models, and identity solutions to drive more precise targeting and personalization while maintaining compliance with privacy regulations.
• Ensure robust measurement and reporting, including multi-touch attribution where viable, geo/holdout tests, incrementality studies, and support for marketing mix modeling.
• Translate performance, insights, and risks into clear narratives and recommendations for the C-suite and Board-level reporting.
• Build, lead, and mentor a high-performing team (media strategy, channel owners, ad operations, and analytics partners), setting clear goals and accountability.

What You’ll Need

• Bachelor’s degree in Marketing, Business, Communications, or related field; MBA or advanced degree preferred.
• 15+ years of experience in digital media or performance marketing, with meaningful experience in subscription or recurring-revenue businesses (e.g., streaming, SaaS, telecom, utilities, membership, DTC subscription).
• 8-10 years of people leadership, with a track record of building, coaching, and scaling high-performing teams.
• Proven track record of owning large digital media budgets and delivering efficient subscriber growth with strong LTV:CAC economics.
• Deep expertise in media strategy and execution across programmatic, paid social, paid search, video/CTV, and other performance channels, ideally within a complex, multi-channel environment.
• Strong command of media measurement, analytics, and experimentation (attribution, incrementality, MMM, A/B testing).
• Hands-on familiarity with major ad tech platforms (DSPs, ad servers, verification, analytics; experience with CDP/DMP and identity solutions is a plus).
• Demonstrated ability to lead cross-functional initiatives and influence at the C-suite level.
• Excellent communication, storytelling, and stakeholder management skills, with the ability to distill complexity into clear, executive-ready narratives.
• Strategic thinker with strong business and financial acumen.
• Data-driven and highly analytical, comfortable with dashboards and quantitative decision-making.
• Expert in digital media platforms, optimization levers, and industry best practices.
• Inclusive, empowering people leader who can scale and upskill a team.
• Comfortable operating in a fast-paced, ambiguous environment and leading through change.
• Must have legal right to work in the U.S.