Director, Paid Media

The Director of Paid Media is responsible for defining and leading the Supergoop! end-to-end paid media strategy across all channels to drive brand equity, customer acquisition, and profitable revenue growth. This role reports to the CMO and owns channel strategy, investment decisions, agency management, performance optimization, internal reporting, ensuring paid media supports both brand-building and performance objectives in a premium beauty context.

Responsibilities

Holistic Paid Media Strategy & Leadership

• Own and develop the brand paid media strategy across all channels, balancing brand and performance goals.
• Define the role of each channel across the full funnel (awareness, consideration, conversion, retention) in close collaboration with paid media agency
• Partner with Brand Marketing, Creative, Consumer Engagement, as well as DTC, Retail, and Amazon commercial teams to ensure paid media aligns with broader marketing calendar priorities, and business objectives.
• Lead annual and quarterly media planning, budgeting, and forecasting.

 Channel Ownership+ Thought Leadership

Oversee strategy, investment, and performance across:

• Upper Funnel Media (including but not limited to CTV, Online Video, Display, OOH, Audio, Print, Programmatic)
• Paid Social (Meta, TikTok, Pinterest, YouTube, Reddit, other emerging platforms)
• Paid Search (Google, Bing, Shopping)
• Retail Media (Amazon, Ulta, and other distribution partners etc., where applicable)
• Influencer partnership amplification (in collaboration with Influencer teams)
• Serve as expert consultant for all other on and off-platform brand paid media investment (ie brand sports partnerships, new distribution retail media, international markets).
• Continue to push test + learn mindset with media agency and emerging paid media channels to help the brand think big, disruptively, and future-forward  (ie channel takeovers, first to market partner) (to help halo PR exposure, industry awards, and best in class case studies).

 Agency Management & Optimization

• Act as the primary owner of the media agency relationship, setting clear expectations, KPIs, and ways of working.
• Evaluate agency performance against business outcomes, not just channel metrics.
• Lead agency briefings, QBRs, test-and-learn agendas, and performance reviews.
• Identify opportunities to evolve the agency model (in-housing, specialist partners, tooling).

Performance, Measurement & Optimization

• Own paid media KPIs including Reach, CTR, Clicks, CAC, ROAS, MER, LTV, and contribution margin
• Partner with Agency Analytics team to improve incrementality, attribution, and measurement frameworks.
• Establish testing roadmaps across creative, audiences, formats, and media mix.
• Translate performance data into clear insights and strategic recommendations for senior leadership.
• Partner with the E-comm CRM/Analytics teams to develop, implement, and continuously validate robust measurement/attribution approaches leveraging CRM data and insights

Creative & Messaging Partnership

• Work closely with Creative, Brand Marketing, and Consumer Engagement teams to ensure media-first thinking in asset development and influencer partnerships.
• Own paid media content delivery from tactical brief to agency delivery, in close collaboration with brand, creative, and consumer engagement, retail, and dtc commercial teams as needed. 
• Provide clear feedback loops on creative performance and audience insights to inform future creative strategy.
• Ensure messaging is optimized by channel, funnel stage, and customer segment.

Key Qualifications & Experience

• 8+ years of paid media experience, ideally working with premium beauty or category adjacent brands.  Previous media agency experience required.
• Proven experience owning multi-channel media budgets with a balance of brand-building and performance mindset.
• Strong strategic mindset with deep hands-on channel knowledge.
• Demonstrated success managing and scaling agency partnerships.
• Highly analytical with the ability to translate data into business impact, but also keeps pulse on beauty and consumer trends to inform big ideas.
• Comfortable operating in fast-paced, growth-oriented environments with lean team resources