Director of Paid Media

The Health Institute is seeking a Director of Paid Media to lead the strategy, performance, and execution of our paid acquisition program, overseeing $1M+ in monthly media investment across Meta, Google, YouTube, and other performance channels. This is a highly analytical, operational, and commercially focused leadership role. You will own how we deploy media dollars, how efficiently those dollars drive growth, and how our creative engine supports acquisition at scale. The Director of Paid Media will oversee paid media strategy, budget allocation, forecasting, campaign performance, creative testing, and performance creative production. This role will manage external media and creative agency partners while partnering closely with internal creative, analytics, growth, finance, and CRO teams. The ideal candidate knows how to translate business goals into a media strategy—and turn performance data into clear, decisive action across budgets, campaigns, audiences, creative, and channels. What You'll Own Own $1M+ in monthly paid media investment across Meta, Google, YouTube, and other performance channels. Develop and execute paid acquisition strategy aligned with revenue, customer acquisition, and profitability goals. Own core performance metrics including CAC, CPA, ROAS, MER, conversion rate, and revenue. Establish channel-level targets and optimize media mix. Identify opportunities to scale investment while maintaining healthy acquisition economics. Lead weekly, monthly, and quarterly performance reviews with senior leadership. Diagnose performance changes across creative, audiences, bidding, funnels, channels, and markets. Budget Management & Forecasting Own annual, quarterly, monthly, weekly, and daily paid media budgets. Manage pacing and reallocate investment based on performance and business priorities. Build forecasts connecting spend to traffic, leads, customers, CAC/CPA, revenue, and ROAS. Develop investment scenarios and clearly communicate expected return and risk. Partner with Finance and Growth leadership on forecasting and budget planning. Performance Creative Own the performance creative engine supporting paid acquisition. Lead the Performance Creative Manager and/or internal creative production resources. Establish creative production targets based on media spend, testing requirements, and creative fatigue. Translate media performance data into creative briefs and testing hypotheses. Build a structured testing roadmap across concepts, hooks, messaging, formats, talent, offers, and landing-page angles. Ensure winning creative is iterated while new concepts are continuously developed. Anticipate creative fatigue and ensure replacement creative is in development before performance declines. Develop systems to track creative performance at the concept, asset, hook, message, and format level. Agency & Partner Management Manage paid media agencies and performance creative partners. Establish clear KPIs, deliverables, SLAs, and accountability. Independently evaluate agency strategy and recommendations. Hold partners accountable to company economics and business outcomes—not simply platform-reported performance. Conduct regular agency performance reviews and recommend changes to scope, investment, or partners when appropriate. Ensure internal teams and external partners operate as one integrated performance engine. Testing & Optimization Build and maintain an experimentation roadmap across creative, audiences, offers, campaign structures, landing pages, messaging, media mix, and bidding strategies. Establish clear hypotheses, success criteria, and learning agendas. Scale winning strategies quickly while documenting learnings and eliminating ineffective approaches. Partner with CRO/Digital Experience to identify post-click optimization opportunities. Measurement & Analytics Partner with Analytics/BI to ensure paid media reporting reflects true business performance. Evaluate platform attribution alongside first-party data, blended business metrics, and other measurement methodologies. Understand attribution limitations and use multiple signals to guide investment decisions. Develop executive-level reporting that explains what happened, why it happened, and what should happen next. Continuously improve the organization's understanding of incrementality, attribution, channel contribution, and customer acquisition economics. What Success Looks Like You will be successful when: Paid media consistently operates within established CAC/CPA and profitability targets. Media investment scales without sacrificing acquisition efficiency. Leadership has clear visibility into media spend and return. Budget decisions are proactive and performance-driven. Creative production operates at the velocity required to support $1M+ monthly spend. Creative winners are identified, scaled, and iterated quickly. Creative fatigue is anticipated rather than discovered after performance declines. Agencies are accountable to clearly defined business outcomes. Media, creative, analytics, and CRO operate as an integrated growth system. The organization has a repeatable testing and learning engine that compounds over time. What We're Looking For 8–12+ years of experience in paid media, performance marketing, growth marketing, or digital acquisition. 3+ years leading teams and/or agency relationships. Demonstrated experience overseeing $10M+ in annual paid media investment, ideally including programs spending $1M+ per month. Deep expertise in Meta and Google Ads, with strong knowledge of additional performance channels. Proven ability to manage significant budgets while balancing growth, CAC/CPA, ROAS, and profitability. Strong understanding of performance creative and its impact on paid media efficiency. Experience building or managing high-volume creative testing programs. Experience managing internal creative teams and external media/creative agencies. Strong forecasting and financial modeling capabilities. Advanced understanding of attribution, incrementality, measurement, and performance analytics. Ability to translate complex performance data into clear business recommendations. Comfortable operating in a fast-moving environment with significant ownership and accountability. The Ideal Candidate You are equal parts media strategist, financial operator, creative performance leader, and people manager. You have an entrepreneurial mindset and know how to move quickly without losing sight of the numbers. You understand that managing a $1M+ monthly media budget isn't simply about optimizing campaigns inside advertising platforms—it requires understanding the entire acquisition system, including creative, customer behavior, conversion, measurement, and profitability. You know when to scale, when to pull back, where to move the budget, what creative needs to be produced next, and what data you need before making a decision. We look forward to learning more about you and your experience! #J-18808-Ljbffr The Health Institute