Digital Media Director (Willowbrook)

Description

JOB SUMMARY: The Digital Media Director will be responsible for driving customer acquisition and retention, measured by fitting appointment bookings across all digital touchpoints, this role oversees media strategy and execution across Paid Search (PPC), Programmatic, Paid Social, Organic Search (SEO), Direct, and Affiliate marketing programs.

This role is directly responsible for performance analytics tied to digital media, conversion funnel optimization across landing pages, traffic journey analysis, and media-driven conversion optimization within the booking engine. The Digital Media Director will manage media budgets, optimize acquisition funnels, oversee agency partners and internal media teams, and ensure maximum return on ad spend (ROAS).

ESSENTIAL FUNCTIONS:

• Own the strategy, deployment, and optimization of all paid media budgets across Google Ads, Bing Ads, Meta (Facebook/Instagram), YouTube, TikTok, Programmatic display/video/CTV networks, and emerging platforms.
• Manage 3rd party agency relationships to maximize media efficiency through audience onboarding, data management platform integration, and dynamic creative optimization.
• Manage 3rd parties to drive campaign structure including bid management strategies, retargeting workflows, and cross-device frequency capping.
• Lead testing and scaling into AI-driven paid search frameworks to drive incremental booking volume.
• Continually test and scale ad copy, programmatic audience segments, targeting parameters, landing pages, and creative assets to lower Cost Per Acquisition and maximize appointment booking efficiency.
• Manage and refine elite affiliate and credit card partnership programs, leveraging targeted attribution models to drive high-margin booking growth and deliver strong ROAS.
• Partner with the web engineering/product teams by directing media traffic strategy, conducting landing page A/B and multivariate tests, and optimizing campaign-specific user journeys.
• Analyze campaign drop-off points within the online appointment booking engine to refine ad messaging, traffic segmentation, and landing page alignment.
• Establish clear conversion rate targets for paid and organic traffic, ensuring traffic sent from media channels converts effectively into completed bookings.
• Own the end-to-end analytics and tracking architecture specific to media performance, including tag management, pixels, server-side tracking, and campaign UTM parameters.
• Maintain and evolve multi-touch attribution models to accurately evaluate channel contribution across online bookings and in-store conversion touchpoints.
• Deliver clear weekly, monthly, and quarterly performance dashboards to executive leadership, evaluating media spend against booking efficiency, customer acquisition costs, and return on ad spend.
• Define and direct technical, local, and content SEO strategies to drive high-intent organic traffic across national and local markets, coordinating with web/content teams for execution.
• Track and report on keyword rankings, domain authority, organic landing page traffic performance, and non-paid conversion rates.
• Perform other duties and responsibilities as assigned.

Qualifications

EDUCATION & EXPERIENCE REQUIRED (an equivalent amount of training, education and experience will be considered)

• Bachelor’s degree in Marketing, Data Science, or a related field preferred.
• 8+ years of progressive experience in digital media, performance marketing, or demand generation, with at least 3+ years in a leadership role.
• Proven track record of managing multi-million dollar annual performance budgets with accountable ROI/ROAS targets across paid search, programmatic, and social channels.
• Extensive experience analyzing landing page performance, running CRO/AB testing frameworks, and optimizing conversion funnels leading into appointment bookings.

KNOWLEDGE, SKILLS, & ABILITIES

• Deep expertise with Google Ads, Meta Ads Manager, major Demand-Side Platforms (e.g., The Trade Desk, MIQ, etc.), Google Analytics 4 (GA4), and Google Tag Manager.
• Hands-on proficiency with conversion rate optimization and A/B testing platforms (e.g., Optimizely, etc.) and analytics tools (e.g., Hotjar, etc.).
• Strong familiarity with SEO tool stacks (e.g., SEMrush, etc.) and affiliate platforms.
• Strong capability in data modeling, Excel/Google Sheets, and dashboard creation (e.g., Looker Studio, Tableau).
• Salesforce and Marketing Cloud understanding a plus.
• Excellent analytical skills with a relentless focus on testing, metrics, and quantifiable business outcomes.
• Strong leadership capability to manage internal team members, agency partners, and collaborate effectively with web/product development teams.
• Ability to translate complex digital media and user behavior data into executive-level narratives and actionable business recommendations.
• Passionate Golfer: An active interest in golf, equipment tech, and industry media that enables intuitive audience targeting, authentic campaign messaging, and deep empathy for the customer journey.
• DTC + Retail Growth Mindset: Driven by bringing qualified digital traffic to the site that converts seamlessly into physical fitting store bookings.
• Conversion-Obsessed: Constantly testing how ad creative, audience intent, and landing page experience intersect to drive booking engine completion.
• Agile & Data-Driven: Quick to pivot media dollars based on real-time channel performance, booking trends, and local market dynamics.

WORK ENVIRONMENT

• This role will be in-person at our Willowbrook, IL corporate headquarters.

SUPERVISORY RESPONSIBILITIES & COORDINATION

• Supervise and manage a team of 3.

EQUIPMENT USED TO PERFORM THE JOB

• Laptop/Computer.

PHYSICAL ABILITIES

• Frequent communication, both verbal and written.
• Demanding level of concentration
• Ability to remain seated for extended periods throughout the workday.

Club Champion, an equal opportunity employer, is committed to equal opportunity for all employees and applicants. We recruit, hire, train, promote, pay, and administer all personnel actions without regard to race, color, religion, sex (including pregnancy, childbirth, and medical conditions related to pregnancy, childbirth, or breastfeeding), sex stereotyping (including assumptions about a person’s appearance or behavior, gender roles, gender expression, or gender identity), gender, gender identity, gender expression, national origin, age, mental or physical disability, ancestry, medical condition, marital status, military or veteran status, citizenship status, sexual orientation, genetic information, or any other status protected by applicable law. We interpret these protected statuses broadly to include both actual status and any perceptions or assumptions regarding these statuses.