The Senior Director, Growth Marketing is the enterprise leader for performance marketing strategy across all channels — Paid Social, Programmatic Display/Video, Paid Search (SEM), YouTube, TV, Digital OOH, and emerging media (e.g., Podcasts, Streaming). You will own the growth roadmap, forecasting, and budget allocation, orchestrate our agency partners to execute with excellence, and close the loop between audiences, creative, landing experiences, and business outcomes.
This role partners closely with Marketing Analytics, CRM & Martech, Brand/Creative, Digital (Web/App), Product, and Business Intelligence teams to set ambitions, measure incrementality, and scale what works. You will lead both an external agency and lean but high-performing team of channel leaders, drive a rigorous test-and-learn culture, and steward a data-driven approach to profitable growth (CAC/ROAS/LTV/payback).
Execution model: Agencies execute day-to-day media; you set direction, pressure-test strategies, and hold partners accountable to velocity of learning and results.
Responsibilities:
- Own channel strategy & portfolio: Define the multi-channel growth strategy, OKRs, and investment mix (prospecting vs. retargeting/loyalty; brand vs. non-brand), including geo and audience prioritization.
- Budgeting, pacing & forecasting: Build bottoms-up forecasts and scenario plans; manage budgets and in-month reallocations to deliver CAC, ROAS, payback, and LTV goals in partnership with Marketing Analytics.
- Agency leadership & vendor management: Set briefs, SLAs, QA standards, and pixel tracking governance; run weekly WIPs/QBRs; manage platform/DSP relationships; pilot betas responsibly and codify learnings for scale.
- Testing agenda & innovation: Own the cross-channel test roadmap (creative systems, audience/1P data, bidding, placements/inventory, frequency & sequencing, incrementality/holdouts) with hypotheses, guardrails, and roll-out criteria.
- Measurement planning & performance storytelling: Partner with Marketing Analytics to define conversion taxonomy, consent-aware tracking (including server-side), dashboards/scorecards, and clear monthly/quarterly readouts; translate insights into decisions.
- Creative feedback loop: Turn auction and audience signals into creative briefs; monitor fatigue and creative win rates; collaborate with Brand/Creative and Digital teams on landing page/CRO alignment.
- Cross-functional leadership: Align growth plans with CRM & Lifecycle, Brand, Product, and Regional teams; ensure channel learnings inform lifecycle messaging and owned experiences.
- Data quality & governance: Ensure data fidelity across pixels/tags, server-side conversions, audience uploads, and offline conversion imports; maintain alerting and acceptance tests.
- Team leadership: Hire, coach, and develop a lean but high-performing team; establish operating rhythms, decision logs, and a culture of curiosity, rigor, and accountability.
- Compliance & brand safety: Champion privacy-safe targeting and measurement (GDPR/CCPA, ATT), and ensure brand suitability across buys and partners.