Senior Director of Media

Role Description

Seeking a Senior Director, Media to own paid media strategy and execution across the entire company portfolio, plus retention marketing across all five brands. This is a leadership role that sits on the marketing leadership team and partners closely with brand leads, finance, and the CEO.

You will inherit a team of two:

• A Retention Marketing Manager runs email, SMS, and database marketing across the portfolio.
• A Media Coordinator runs paid media in-house for our emerging brands.

You will also manage our performance agency partnership for First Lite, which today handles paid media buying and strategy for our largest brand.

You own all paid media across the portfolio, coordinating with the brand and creative teams on earned media where appropriate. You are accountable for the performance of every paid dollar we spend and for building the measurement systems that prove it.

What You Will Own

• Paid Media Strategy and Execution:
  • Lead paid media strategy across all five brands, including performance and brand investment across search, social, programmatic, CTV, YouTube, podcast, audio, and emerging channels.
  • Set the annual media plan, quarterly reforecasts, and in-flight optimization rhythms against revenue and margin targets.
  • Own the relationship with our First Lite performance agency partner, including scope, deliverables, measurement standards, and quarterly business reviews.
  • Direct in-house buying for emerging brands through the Media Coordinator.
  • Partner with the brand and creative teams on earned media coordination, including the podcast and content ecosystem as a paid media input.
• Retention and Lifecycle Marketing:
  • Oversee email, SMS, and database marketing across all five brands through the Retention Marketing Manager.
  • Set portfolio-wide retention strategy, segmentation philosophy, and CRM roadmap in partnership with brand leads.
  • Drive customer lifetime value, repeat rate, and reactivation as primary outcomes alongside acquisition metrics.
• Measurement and Decision Architecture:
  • Build and own the measurement hierarchy that informs media decisions: business outcomes first, then incrementality, then MMM, then MTA, then platform metrics.
  • Commission and interpret Media Mix Modeling, matched-market tests, geo holdouts, and other incrementality studies as the basis for budget allocation, not platform ROAS alone.
  • Develop the internal tooling, dashboards, and reporting cadence that make this measurement legible to brand leads, finance, and the executive team.
  • Translate measurement findings into clear recommendations on funnel mix, channel mix, and creative investment.
• Leadership and Partnership:
  • Manage, develop, and grow a team of two direct reports.
  • Partner closely with brand leads on annual plans, launches, and seasonal moments.
  • Work with finance on media budget framework, MMU planning, and ROI/payback storytelling to the executive team and board.
  • Represent media at the marketing leadership table and contribute to broader marketing strategy beyond your function.

Qualifications

• 10+ years in paid media, with meaningful time spent in both performance-focused and brand-focused environments.
• Direct experience managing significant paid media budgets (eight figures preferred) across a mix of performance and brand channels.
• Demonstrated experience managing an external media agency, including holding them accountable to performance and measurement standards.
• Experience leading retention or lifecycle marketing functions, either directly or through a manager.
• DTC and ecommerce experience required.
• Multi-brand or portfolio experience strongly preferred.
• Apparel, outdoor, or specialty retail experience is a plus, not a requirement.

Measurement Fluency

• Deep working knowledge of Media Mix Modeling, Multi-Touch Attribution, and incrementality testing methodologies.
• Experience designing and interpreting matched-market tests, geo holdouts, and channel-level lift studies.
• A point of view on the appropriate role of platform ROAS in decision-making.

Mindset

• You believe in full-funnel marketing and can defend upper-funnel investment with data, not adjectives.
• You think in years, not quarters, but execute in weeks.
• You are comfortable with ambiguity, comfortable being wrong, and comfortable changing your mind when the data changes.
• AI is your friend, but not your crutch.
• You write clearly.
• You present clearly.
• You are credible in a room of executives.

Cultural Fit

• You do not have to be a hunter, angler, or outdoor athlete. You do have to find the culture interesting enough to learn it.
• You are willing to spend time with the brands, the talent, and the audience in the places they actually live.
• We make better media when we know what we are selling.