The Director of Paid Media will lead audience acquisition and paid amplification for Telemundo. The Director of Paid Media will manage our media agency relationship (Spark/Publicis), own audience definition & sizing for targeting and drive audience acquisition for both: premiere day and sustained viewership afterwards. The role balances big-picture strategy (audience growth, cross-platform reach, measurement) with day-to-day campaign requirements.
- Agency leadership
- Serve as primary client lead for Spark/Publicis, which includes but is not limited to setting strategy, negotiating SOWs, owning QBRs, KPIs, agency staffing, and performance reviews.
- Ensure agency delivers innovative media plans, efficient buys, strong creative/media integration, and transparent reporting.
- Audience strategy, definition & sizing
- Work closely with the research and Insights department to understand latest audience segmentation and translates segmentation to an actionable addressable targeting strategy
- Define, segment, and size addressable audiences specifically for US Hispanic viewers, including multicultural and bilingual behavior cohorts.
- Partner with NBCU Data & Technology in exploring data sources and securing cross-brand approvals for campaign implementation
- Campaign planning & execution
- Own paid media strategy for premiere days and sustained post-launch amplification across media.
- Pilot new formats (interactive CTV, shoppable ads, music/Karaoke-style activations for events like the World Cup).
- Performance & measurement
- Sets and stewards Annual Learning Agenda with agency, identifying key opportunities for testing and holding stakeholders accountable for execution and outcomes
- Translate outcomes into actionable optimizations and report to senior leadership (Head of Marketing).
- Shares out campaign performance and broader multi-campaign learnings with the marketing team for transparency and a perspective on new creative approaches
- Cross-functional collaboration
- Partner with Marketing, Creative and Social on messaging approach for each campaign to ensure the right storytelling is used to the right audience
- Partners with Procurement & Legal on SOWs, NBCU Research on broader measurement contracts and the Marketing Council on JBP contracts.
- Budget
- Own paid media budget allocation and pacing across Entertainment, News & Sports, working closely with Business Operations to ensure accuracy; ensure optimal mix and cost-efficiency across channels.
- Stewards Symphony Investment Fund and JBP actuals/forecasts with Marketing Council
- Team leadership
- Mentor and develop direct reports; foster a high-performing, collaborative culture.