Vice President of Media – Awareness & Consideration

About the Company

Our client is a publicly traded, nationally recognized financial services organization focused on helping consumers unlock long-term financial flexibility. The company is entering a new phase of brand-led growth and is investing meaningfully in upper- and mid-funnel media to drive awareness, engagement, and consideration at scale.

As part of this evolution, the organization is building a next-generation social and streaming/CTV capability from the ground up.

Position Overview

We are seeking a visionary and execution-oriented Vice President of Media (Awareness & Consideration) to architect and scale paid/organic social and streaming/CTV into core growth engines.

This is a foundational leadership role. The ideal candidate has successfully built and scaled social and CTV programs client-side at a consumer brand, not solely within an agency environment. This leader must be equally comfortable setting long-term strategy and rolling up their sleeves to execute during early-stage buildout.

The VP will define measurement frameworks, establish scalable processes, prove ROI through advanced attribution and marketing mix modeling, and build a high-performing team capable of sustained innovation.

Key Responsibilities

Strategy & Channel Leadership

• Architect and own social (paid + organic) and streaming/CTV strategies to drive awareness, engagement, and brand consideration.
• Establish frameworks for budget allocation, forecasting, attribution, and ROI measurement across new channels.
• Define and track success metrics including brand lift, engagement, reach, aided recall, and middle-of-funnel performance indicators.
• Apply hands-on, client-side brand leadership experience to accelerate channel maturity.
• Initially remain close to campaign design, vendor selection, and optimization before scaling into a strategic leadership posture.

Social Media (Paid + Organic)

• Lead paid social campaigns across major platforms (e.g., Meta, LinkedIn, TikTok, X, Snapchat, Reddit) focused on efficient reach and engagement.
• Shape and elevate organic social strategy, including community building, influencer initiatives, and always-on content distribution.
• Embed an “always testing” culture across creative, targeting, and platform experimentation.

Streaming & CTV

• Launch and scale a comprehensive CTV and streaming strategy, including:
• Programmatic CTV (via DSPs)
• Publisher-direct partnerships
• OTT platforms
• Addressable TV with precision targeting
• Interactive and shoppable formats
• Cross-device retargeting to connect awareness to conversion
• Partner closely with analytics teams to quantify incremental impact using advanced attribution models and marketing mix modeling (MMM).
• Optimize creative, placements, and formats to maximize reach and brand lift.

Measurement, Experimentation & Optimization

• Build a rigorous culture of experimentation through A/B and multivariate testing.
• Leverage attribution and MMM to guide budget allocation and investment decisions.
• Translate complex data into actionable insights for executive stakeholders.
• Introduce forward-looking measurement approaches (e.g., attention metrics, brand lift studies).
• Hold internal teams and external partners accountable for measurable performance outcomes.

Team & Cross-Functional Leadership

• Build, coach, and scale a newly formed media team.
• Foster a culture of innovation, discipline, and performance accountability.
• Partner with brand, product, UX, customer service, compliance, analytics, and finance to ensure integrated and financially sound execution.
• Serve as an internal evangelist for awareness and consideration media within the broader growth strategy.

Qualifications

• 12+ years of progressive media leadership experience, with deep expertise in paid/organic social and streaming/CTV.
• Proven track record of building and scaling emerging media channels client-side, owning strategy, budgets, and performance outcomes.
• Strong expertise in attribution, incrementality, and marketing mix modeling (MMM).
• Demonstrated success launching and scaling CTV programs across programmatic, publisher-direct, OTT, addressable, and interactive formats.
• Experience partnering closely with Finance on forecasting, budget planning, and ROI accountability.
• Exceptional executive communication and stakeholder management skills.
• Demonstrated ability to build and mentor high-performing teams.

Preferred: Experience within financial services, fintech, or other regulated consumer industries.

Success Metrics

• Rapid scaling and operational maturity of social and CTV as strategic growth drivers.
• Measurable uplift in awareness, consideration, and engagement.
• Clear demonstration of ROI through attribution and MMM frameworks.
• Establishment of a best-in-class middle-of-funnel media capability.
• High team performance, development, and retention.