Paid Media Director

Connecticut Housing Finance Authority - Gallatin, TN

Full-time - Senior

Gallatin, TN

1,001-5,000 employees

Administration of Housing Programs, Urban Planning, and Community Development

About the position

The Director, Paid Media will work with a team of professionals managing the performance marketing efforts for multiple lines of business. This position relies heavily on the ability to work with large data sets and utilize necessary tools to structure, clean, and map data, allowing for in-depth analysis to be provided to internal stakeholders and to inform future strategy. The role involves managing monthly budgets exceeding seven figures, requiring comfort in recommending and implementing data-backed action plans at this scale. In this role, you will develop and execute comprehensive paid media strategies leveraging expertise in paid search, local service ads (LSAs), display, and social media, driving growth performance and improved efficiency. You will lead corporate-driven paid media programs while also serving as the primary point of contact for SERVPRO franchise owners globally. Collaborating with agency partners, you will understand franchise owners' business goals and translate them into actionable local paid media strategies. Your responsibilities will include auditing campaign structures, parameters, and reporting to identify opportunities for improving data accuracy and informing future strategies. Ongoing account optimization will be a key focus, including improvements in structure and targeting (geo, demographic, day-parting, keyword, and URL), search query mining, keyword expansion, advanced use of negative keywords, and enhancement of bid management processes and algorithms. Utilizing advanced knowledge of Google and Meta ads testing capabilities, you will design and implement large-scale testing of conversion goals, targeting, keyword composition, and creative. You will also evaluate and test new media channels, including affiliates, lead aggregators, and programmatic options. Monitoring campaign performance and budgets closely will be essential, making data-driven decisions to optimize campaigns for performance and ROI while adhering to timelines, budgets, and business expectations. You will establish share of voice priorities leveraging data and insights, including competitor and keyword opportunity analyses. Staying up-to-date on Google algorithm updates, best practices in paid media, and industry trends that could impact business performance will be crucial. Collaboration with cross-functional teams to ensure alignment will be a significant part of your role, as will presenting performance reports and insights to leadership in a clear and compelling manner, demonstrating the value of paid media and providing actionable recommendations for improvement.

Responsibilities

• Develop and execute comprehensive paid media strategies leveraging expertise in paid search, LSAs, display, and social media.
• Lead corporate-driven paid media programs and serve as the primary point of contact for SERVPRO franchise owners globally.
• Audit campaign structure, parameters, and reporting to identify opportunities to improve data accuracy and inform future strategy.
• Ongoing account optimization, including structure & targeting improvements (geo, demographic, day-parting, keyword and URL).
• Conduct search query mining, keyword expansion, and advanced use of negative keywords.
• Improve bid management processes and algorithms.
• Utilize advanced knowledge of Google and Meta ads testing capabilities to design and implement at scale testing of conversion goals, targeting, keyword composition, and creative.
• Evaluate and test new media channels including affiliates, lead aggregators, and programmatic.
• Monitor campaign performance and budgets closely, making data-driven decisions to optimize campaigns for performance and ROI.
• Establish share of voice priorities leveraging data and insights including competitor and keyword opportunity analyses.
• Stay up-to-date on Google algorithm updates, best practices in paid media, and industry trends that could impact business performance.
• Spearhead collaboration with cross-functional teams to ensure alignment.
• Present performance reports and insights to leadership in a clear and compelling manner.

Requirements

• 8 years of digital media planning, buying, and management experience in progressive levels of responsibility.
• Prior experience in a senior role within a web and/or Demand Generation team with a proven track record of success driving growth and efficiency.
• Proven work experience managing a team of direct reports, agencies, and contractors with a demonstrated ability to mentor and develop direct reports into more senior roles.
• Experience designing multivariate tests, synthesizing test results, and building frameworks to make data-informed decisions.
• Proficiency with data visualization tools such as Looker Studio and Tableau for data analysis, monitoring, and presentation.
• Strong cross-functional leadership skills and the ability to rally teams from across large organizations around clear objectives and key results.
• Effective communication and interpersonal skills.
• Proficient in complex analytical problem-solving.
• Ability to thrive in a fast-paced and dynamic environment.
• Bachelor's degree in an analytically oriented discipline such as business, economics, statistics, or a technology-oriented discipline.

Benefits

• Excellent health benefits plan, which includes medical, vision and dental options
• 401(k) with company match
• Company profit sharing plan
• Generous paid time-off and paid holidays
• Paid parental leave
• Company-paid mental health benefit through Headspace
• 2 free on-site fitness rooms
• Employee Assistance Program
• Employee Resource Groups
• Personal and professional development program