Director, Integrated Media

About You

The Director, Offline Media will contribute to Nutrafol’s acquisition growth by creating, innovating, and guiding the offline media strategy & planning process. This person will manage the Senior Associate, Offline Media as well as various agencies.

Must be results-oriented, passionate about media, and equally comfortable driving campaign strategy and diving into tactical execution and optimization. This person will be accountable for delivery of planned media and campaign goals, and can analyze results for actionable insights. This role sits within a fast-paced, entrepreneurial team and will have a high degree of ownership within the overall customer acquisition strategy. This role will report directly to the Senior Director, Performance Marketing.

Responsibilities:

• Oversee significant media budget, working with internal and external teams to deliver on-brand, cross-channel, marketing campaigns across TV, OTT, audio (podcast, streaming, radio), and OOH
• Articulating media strategies that grow the business, understand how the channels are impacting overall business and design future strategy based on the learnings
• Set expectations and goals with external agency partners to keep Nutrafol at the forefront of all changes in the competitive landscape, determine cross channel budgets, and pockets of testing
• Logically connect ideas, scrutinize and evaluate arguments, find inconsistencies and errors in work, solve complex problems, and engage in reflection
• Develop and execute against learning objectives to drive continuous performance improvements through testing and analysis
• Maintain and share weekly reporting dashboards, ensuring you’re digging into the “why” behind campaign performance and ensuring efficient allocation of resources to drive efficient CPAs
• Analyze and provide thought leadership leveraging research data and media/marketing information as well as strategic analysis of campaigns
• Speak to, and show through data, the impact of TV on other channels
• Lead the day-to-day implementation, management, optimization, and performance of campaign activities
• Establish measurement for TV across brand and performance marketing
• Work collaboratively with multiple teams such as brand and analytics to maintain an integrated approach to strategy and creative
• Measure and analyze the effectiveness of offline marketing campaigns using appropriate metrics and analytics tools, and provide regular reports to senior management 
• Build, manage and mentor a high-performing team of offline marketing professionals, fostering a culture of continuous optimization by developing and implementing a strong framework for fast, recurring and iterative testing
• Manage channel budgets, including forecasting monthly costs and reconciling discrepancies
• Stay abreast of key industry trends, competitive insights, and emerging channel technologies, focusing on how these insights can be leveraged to drive performance improvements
• Build and maintain strong relationships with agencies and vendors to drive efficiency, best-in-class performance and to obtain the best negotiated contracts and rates

Requirements:

• 10+ years of experience in media planning and strategy, with a heavy emphasis on TV, at an agency or established brand
• 5+ years of experience managing a team
• Deep understanding of performance marketing and ability to work towards revenue, sales, and efficiency goals
• A rigorous, data-driven, and highly analytical mindset, with the ability to synthesize data to solve business issues or identify opportunities
• Strong written, verbal communication, negotiation, and presentation skills
• Ability to effectively manage multiple, competing priorities and projects through strong time management and organization
• Proven experience in leading internal teams and managing external agency partners to meet offline marketing goals
• Experience working with brand and creative teams to bring ideas to life
• Ability to thrive in a high-energy, team-oriented environment with a “roll up your sleeves” and “win every day” mentality

Preferred:

• Experience in subscription and/or e-comm businesses
• Experience in building and managing awareness/upper funnel campaigns