Director - Global Paid Social & Display

Job Summary:

The Director of Global Paid Social Display and OTT/CTV marketing will lead a high-performing team responsible for strategy planning execution and optimization of upper- and mid-funnel media investments across Meta TikTok YouTube Snapchat Pinterest Programmatic Display and Connected TV.

You will drive full-funnel performance — balancing brand awareness new customer acquisition and efficient ROI — through data-driven media strategy creative excellence and localized execution across key global regions (US EU APAC LATAM and MENA).

This leader will be accountable for translating global brand and commercial objectives into measurable outcomes optimizing investments exceeding $200M+ annually across digital channels.

Job Expectations:

Strategy & Leadership

• Own the global paid social display and OTT/CTV roadmap aligned with corporate growth and regional priorities.

• Develop integrated media strategies that drive brand awareness consideration and customer acquisition .

• Collaborate cross-functionally with regional GMs creative services CRM content and eCommerce teams to deliver consistent full-funnel performance.

• Lead global media planning cycles ensuring optimal channel allocation across Meta TikTok YouTube DV360 Amazon DSP and Tatari .

• Partner with analytics and finance to define KPIs forecast performance and report on ROI CAC and brand lift.

Performance Optimization

• Oversee global performance media efficiency — ensuring optimal CPM CPA and ROAS across 30+ countries.

• Drive continual testing frameworks (creative bidding audience segmentation and format innovation).

• Lead the global expansion of AI-optimized creative and dynamic ad placements scaling localized and category-specific content.

• Partner with Product and Data Science to integrate advanced attribution models incrementality testing and MMM insights.

Channel & Creative Innovation

• Lead best-in-class campaign strategy for:

  • Paid Social: Meta TikTok Pinterest Snapchat X

  • Display: DV360 Amazon DSP Criteo Seedtag

  • CTV/OTT: YouTube TV Tatari Hulu MNTN Amazon Prime Video

• Champion AI-generated creative assets and localization at scale across markets.

• Develop video-first storytelling campaigns emphasizing trust authenticity and education — key to wellness and supplement categories.

• Partner with global creative and brand teams to execute campaigns supporting global tentpoles like the Anniversary Sale Bonus Month and Holiday Catalog .

Cross-Functional Collaboration

• Collaborate with CRM Lifecycle Content Brand and Affiliate teams to ensure message and offer consistency across touchpoints.

• Work with House Brands marketing to build awareness of California Gold Nutrition and other owned brands through upper-funnel channels.

• Align with regional teams to ensure cultural relevance and market nuances in creative and channel selection (ex: Meta in MENA Pinterest in EU CTV in US).

Team & Vendor Management

• Build and lead a global team of channel managers analysts and regional specialists.

• Manage agency relationships (creative media and technology) ensuring accountability innovation and performance delivery.

• Evaluate and integrate new adtech DSPs and measurement partners.

The duties and responsibilities described above may provide only a partial description of this position. This is not an exhaustive list of all aspects of the job.  Other duties and responsibilities not outlined in this document may be added as necessary or desirable with or without notice.

Knowledge Skills and Abilities:

Required:

• Proven success managing $50M+ annual media budgets with measurable ROI.

• Expertise in Meta Ads Manager Google Marketing Platform (DV360 CM360 YouTube) TikTok Ads Manager and programmatic platforms.

• Deep understanding of creative performance drivers and experience scaling AI and localized asset production.

• Experience in eCommerce or DTC environments (Health Wellness or Beauty strongly preferred).

• Analytical rigor: fluency in data visualization attribution models and cross-channel reporting.

• Strong leadership communication and global stakeholder management skills.

• Bachelor’s degree in Marketing Business or related field (MBA preferred).

Equipment Knowledge:

• Experience with Microsoft Office Suite (Word Excel PowerPoint)

• Experience with Google Business Suite (Gmail Drive Docs Sheets Forms) preferred

Experience Requirements:

• 10+ years in digital and performance media with at least 5 years in leadership across global paid social programmatic and CTV.

Education Requirements:

• Bachelor’s degree in Marketing Business or related field.

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