Performance Marketing Director, Paid Media

Reports to: Director of Marketing

Location: USA Remote

Client Summary

Our client empowers individuals from all walks of life to generate meaningful income streams. As a leading online education platform, they have experienced an incredible 30% year-over-year growth and expanded their team by 500% over the past two years. Recently, they hit a major milestone by helping 60,000+ students through their programs.

Their mission is to become the premier destination for education and resources in their field. In line with this vision, they have launched an innovative software designed to revolutionize the industry. This year marks a significant milestone in their journey toward achieving their goal, as they continue to expand their offerings and support their growing community.

About The Role

Our client is seeking an experienced Performance Marketing Director to lead their paid media efforts across various platforms, including Facebook, YouTube, TikTok, Google, Programmatic Advertising, CTV, OTT, and traditional advertising. This role will oversee media buyers, the Creative Director of paid media, the funnel managers, and the CRO lead, ensuring the strategic execution and performance of all sales funnels and paid media campaigns. Candidates should have deep expertise in B2C/DTC and worked hands on with large ad spends ($30+ million).

Responsibilities

• Lead a high-performing team to deliver high-converting funnels and outstanding paid media campaigns, focusing on troubleshooting, strategizing, and meeting KPIs on platforms like Facebook, Instagram, YouTube, TikTok, and Google.
• Monitor and optimize key performance indicators (KPIs) such as Return On Ad Spend (ROAS), Cost Per Acquisition (CPA), Cost Per Lead (CPL), Cost Per Thousand Impressions (CPM), and Click-Through Rate (CTR) to ensure campaigns align with business objectives and achieve maximum efficiency.
• Use advanced data analysis tools like Hyros and GA4 to monitor and analyze campaign performance, making data-driven decisions to improve ROI.
• Collaborate with marketing compliance and legal teams to ensure all advertising efforts are FTC-compliant and strategically aligned with KPI goals, enabling effective and responsible navigation of the advertising landscape.
• Foster a culture of excellence within the performance marketing team, promoting continuous learning and adaptation.
• Align paid media strategies with overall marketing goals to ensure a cohesive brand message across all campaigns that meet KPI standards.
• Engage with stakeholders transparently, providing regular and insightful updates on campaign performance against KPIs and offering strategic recommendations based on data analysis for ongoing optimization.
• Develop and execute comprehensive paid media strategies across multiple platforms.
• Strategize, manage, and optimize programmatic advertising, CTV, and OTT ad campaigns.
• Stay up-to-date with industry trends and emerging platforms to drive innovation.

Expected Outcomes

• Creative meets Strategic: Merge the creative, art side of advertising with the strategic, science side. Performance will be gauged on metrics like CPA, ROAS, CTR, and overall revenue and profitability of ad campaigns.
• High-Performing Team: Develop a team that is not only technically proficient but also strategically oriented toward KPI-focused outcomes, fostering an environment where challenges are met with innovative solutions.
• Viral Ads: Consistently create best-in-industry ads that convert viewers into buyers and get the attention of millions of people online.
• Decrease in CPA: Lower the cost to acquire customers through effective ad creatives, driving scalability.
• Increase in Revenue & Profitability: Improved campaign performance will lead to substantial growth in revenue and profitability.
• Ad Production Factory: Build an ad production factory consistently delivering world-class ad creatives to the media buying team.
• High-Converting Funnels: Develop and optimize high-converting sales funnels with the Funnel Manager and CRO Lead to achieve maximum conversion rates.
• Hitting Deadlines & Budgets: Ensure all deliverables are completed on time and within budget.

Requirements

• 7+ years of experience in Performance Marketing, with a proven track record in a Director role.
• Expertise in managing paid ads on Facebook, YouTube, TikTok, Google, and other platforms.
• Proven results in developing and optimizing sales funnels for maximum conversions.
• Strong experience in Programmatic Advertising, CTV, and OTT ads.
• Familiarity with traditional advertising methods like Direct Mail is a plus.
• Proficient in data analysis and performance tracking tools.
• Excellent understanding of media buying and budget management.
• Strong leadership and team management abilities.
• Excellent communication and interpersonal skills.
• Strategic thinker with a results-driven mindset.
• Ability to work collaboratively with creative and technical teams.
• Adaptability and willingness to stay updated with industry changes.