Requisition Vice President Paid Media

VP, Paid Media

The VP, Paid Media is responsible for leading enterprise-wide paid media strategy across Express and Bonobos—driving profitable customer acquisition, accelerating revenue growth, and strengthening customer file health across the portfolio. This leader owns the full paid media ecosystem, including channel strategy, investment allocation, performance optimization, agency management, and capability development. The role sits at the intersection of brand, performance, analytics, and finance—ensuring media investments deliver measurable ROI while fueling long-term brand equity and market share growth. As a core marketing leader, the VP of Paid Media partners cross-functionally to align acquisition strategy with merchandising priorities, promotional calendars, ecommerce performance, and retail traffic objectives.

Key responsibilities include:

• Define and lead annual and long-range paid media strategies across Express and Bonobos.
• Own paid media budget allocation and channel mix decisions to maximize revenue, contribution margin, and lifetime value.
• Develop scalable investment frameworks that balance new customer acquisition with retention and reactivation.
• Establish clear guardrails for CAC, ROAS, LTV:CAC, incrementality, and payback periods.
• Develop and execute strategies that significantly expand the new customer file across both brands.
• Partner with Customer Marketing & Strategy to ensure paid acquisition aligns with lifecycle, loyalty, and CRM efforts.
• Identify and scale high-quality audience segments that drive long-term value, not just short-term volume.
• Oversee rigorous measurement frameworks across ROI, CPA, ROAS, CAC, incrementality, and contribution margin.
• Partner with Analytics and Decision Science teams to evolve attribution, incrementality testing, and media modeling.
• Continuously test, learn, and scale across creative, audience targeting, bidding strategies, and channel expansion.
• Deliver executive-ready reporting and forward-looking performance insights.
• Oversee all paid channels including Paid Search (SEM), Paid Social, Display, Programmatic, Affiliate, Influencer Performance, and emerging platforms.
• Evaluate and expand into new channels or formats that drive competitive advantage.
• Own agency partnerships and vendor relationships, ensuring accountability, innovation, and performance discipline.
• Guide in-house vs. agency structure decisions to maximize agility and expertise.
• Partner closely with eCommerce, Brand Marketing, Creative, Merchandising, Planning, Retail, Finance, and Customer Marketing teams.
• Align media strategy with product launches, seasonal campaigns, promotional events, and inventory priorities.
• Ensure creative testing and performance insights inform brand storytelling and content strategy.
• Conduct competitor and market analysis to inform media strategy and brand positioning.
• Identify opportunities to increase share of voice, share of market, and long-term brand awareness.
• Monitor category and consumer trends to proactively evolve acquisition strategies.
• Lead, mentor, and scale a high-performing paid media organization across brands.
• Establish clear performance standards, growth paths, and functional excellence.
• Foster a culture of accountability, innovation, and data-driven decision-making.

Required experience and qualifications include:

• 15+ years of progressive marketing experience with significant leadership in paid media and digital acquisition.
• 5–7+ years leading high-performing teams and managing enterprise-level budgets.
• Deep expertise across Google Ads, Meta Ads Manager, DSPs, affiliate platforms, and programmatic ecosystems.
• Proven track record driving profitable customer acquisition and scalable revenue growth in retail or consumer brands.
• Strong financial acumen with experience managing large, complex media investments.
• Experience operating within multi-brand or matrixed environments preferred.
• Bachelor's degree in Marketing, Business, or related field; MBA preferred.

Critical skills and attributes include:

• A modern paid media leader who understands that scale without profitability is noise—and that growth requires discipline, creativity, and precision. Someone who can build an acquisition engine that fuels both brands today while strengthening customer value for the long term.
• Enterprise-level strategic thinker with strong commercial instincts.
• Highly analytical with a deep understanding of performance marketing economics.
• Confident executive communicator able to influence senior leadership and cross-functional teams.
• Balanced perspective on brand equity and performance outcomes.
• Forward-looking and innovative in a rapidly evolving media landscape.