Director, Digital Media

Director, Digital Media

This role can be based in Bethesda, MD or New York City.

The Director of Digital Media is responsible for leading the strategic planning, execution, measurement, and optimization of paid media investments across Auberge Collection's brand and portfolio of luxury properties. This role serves as the organization's subject matter expert in performance marketing, media analytics, attribution, and emerging AI technologies, ensuring that media investments drive measurable business outcomes while supporting broader commercial objectives.

This individual will oversee agency partnerships, media planning, budget allocation, analytics frameworks, and AI-driven marketing initiatives while fostering a culture of continuous testing, learning, and innovation. The ideal candidate combines deep expertise in media strategy and marketing technology with strong analytical capabilities and a proven ability to translate complex performance data into actionable business recommendations.

Media Strategy & Performance Marketing

• Develop, lead, and optimize comprehensive paid media strategies across all digital and emerging channels for both the Auberge brand and individual properties.
• Ensure media planning reflects a holistic, omnichannel perspective, understanding the interplay between digital, offline, direct, and indirect channels and their collective impact on business performance.
• Lead annual media planning processes and provide strategic recommendations for budget allocation across brand and property-level investments.
• Identify opportunities to improve efficiency, effectiveness, and return on media investment through ongoing optimization and performance analysis.
• Conduct direct media negotiations and placements with publishers and partners as required.

Agency, Vendor & Publisher Management

• Lead and manage relationships with media agencies, technology vendors, publishers, and strategic partners across North America and EMEA.
• Establish performance expectations, governance processes, and accountability measures for external partners.
• Evaluate and recommend new technologies, partners, and solutions that support evolving business objectives.
• Oversee platform relationships and operational management for media technology solutions, including Adform and related ad-serving infrastructure.

Analytics, Attribution & Measurement

• Define and oversee media measurement frameworks that provide clear visibility into campaign performance, customer acquisition, and business impact.
• Lead attribution modeling efforts to better understand channel contribution and optimize investment decisions.
• Translate complex datasets into actionable insights that inform marketing, revenue, and executive decision-making.
• Partner closely with digital analytics, business intelligence, and commercial teams to ensure measurement accuracy and alignment.
• Develop executive-level reporting and performance reviews highlighting key trends, opportunities, and recommendations.

AI Strategy & Innovation

• Lead the development and execution of Auberge's AI strategy as it relates to marketing, media, search visibility, and customer acquisition.
• Maintain deep expertise in emerging AI technologies and evolving search ecosystems, including SEO, Generative Engine Optimization (GEO), and AI-driven discovery platforms.
• Identify, test, and scale innovative AI applications that improve operational efficiency, media performance, personalization, and guest acquisition.
• Establish an ongoing test-and-learn framework that evaluates emerging technologies and marketing innovations.

Budget Management & Financial Oversight

• Manage brand and property-level media budgets across all channels and markets.
• Conduct monthly budget reviews, invoice reconciliation, and financial tracking to ensure spending accuracy and accountability.
• Monitor actual performance against forecasts and provide recommendations for budget reallocation when necessary.
• Partner with finance and commercial leadership to support annual planning and forecasting processes.

Education, Training & Cross-Functional Leadership

• Serve as the organization's media and AI subject matter expert, providing guidance to field, property, and corporate teams.
• Develop and deliver educational programs that improve understanding of media strategy, performance measurement, attribution, and emerging technologies.
• Collaborate with digital, commercial, revenue management, brand, and property leadership teams to ensure alignment of marketing investments with business goals.
• Support executive leadership with strategic recommendations informed by performance data, industry trends, and emerging technologies.

Core Competencies & Skills

Media Strategy & Performance Marketing Expertise

• Deep expertise in paid media planning, buying, optimization, and measurement across search, social, display, programmatic, metasearch, video, and emerging channels.
• Strong understanding of full-funnel marketing strategies and omnichannel customer acquisition.
• Experience managing complex, multi-market media programs and budgets.

Analytics & Measurement

• Advanced analytical capabilities with expertise in attribution modeling, incrementality measurement, and marketing performance evaluation.
• Advanced proficiency in Microsoft Excel and business intelligence platforms.
• Strong understanding of data visualization, reporting frameworks, and performance storytelling.
• Ability to synthesize complex datasets into clear business insights and recommendations.

Marketing Technology & AI

• Expertise with major advertising and analytics platforms, including Google Ads, Google Analytics, Meta, DV360, Campaign Manager 360, Adform, and related technologies.
• Deep understanding of SEO, GEO, AI-driven search experiences, and emerging marketing technologies.
• Proven ability to evaluate, implement, and scale innovative AI solutions within marketing organizations.

Leadership & Communication

• Strong leadership and stakeholder management skills with experience influencing senior executives and cross-functional teams.
• Excellent communication and presentation skills with the ability to simplify complex concepts for both technical and non-technical audiences.
• Strategic thinker with a results-oriented mindset and strong attention to detail.
• Demonstrated ability to lead through change and drive adoption of new technologies and processes.

Qualifications

• Bachelor's degree in Marketing, Business, Communications, Analytics, or a related field.
• 10+ years of experience in media planning, buying, performance marketing, or digital strategy.
• Previous agency experience managing media strategy and investment planning is strongly preferred.
• Proven track record managing large-scale media budgets and agency relationships.
• Demonstrated expertise in analytics, attribution modeling, and performance measurement.
• Experience leading cross-functional initiatives and managing complex stakeholder relationships.
• Experience with hospitality, travel, lifestyle, or multi-property brand environments preferred.
• Experience developing and implementing AI-driven marketing strategies.
• Familiarity with advanced marketing measurement methodologies, including media mix modeling, incrementality testing, and multi-touch attribution.
• Experience managing global or multi-regional agency partnerships.