As the Director, Brand & Local Media you will own the performance of all paid media investments across brand and local strategies, ensuring media drives efficient lead generation and supports overall conversion goals. You will be responsible for translating business objectives into clear media strategies, leading agency partners, and continuously optimizing performance through data-driven decision making. This is a highly strategic and operational role that requires balancing brand and local priorities, making tradeoff decisions across channels, and holding agencies accountable to performance outcomes.

Strategy & Performance Ownership

Own end-to-end performance strategy across brand and local media, ensuring alignment to conversion goals, lead volume, and efficiency metrics (CPL / CPA)
Translate commercial objectives into actionable media plans, including budget allocation, channel mix optimization, target CPA guidance, and structured testing roadmaps across audiences, creative, formats, and bidding
Deliver weekly performance recommendations to executive leadership, including spend adjustments, scaling opportunities, and key risks with mitigation plans
Continuously evaluate tradeoffs between brand and local investment, ensuring decisions reflect total system performance rather than channel-level optimization

Data & Optimization Leadership

Leverage platform data and MTA insights to identify performance drivers, inefficiencies, and areas of diminishing return
Partner with Analytics to prioritize and operationalize MTA use cases, ensuring insights translate into clear media decisions
Validate and challenge performance assumptions, particularly around incrementality across channels (e.g., search vs. social)
Ensure data and insights consistently lead to optimization actions, not just reporting outputs

Agency Leadership & Governance

Lead brand and preferred local agencies, setting clear expectations for optimization cadence, testing rigor, and reporting quality
Facilitate regular agency meetings, including performance reviews and ongoing working sessions to assess results and priorities
Conduct routine audits of agency accounts to evaluate structure, execution quality, and adherence to best practices
Hold agencies accountable for performance outcomes, addressing gaps and driving corrective action as needed

Franchise Owner Advocacy & Education

Stay connected to franchise owner performance realities, participating in key calls and escalation scenarios as needed
Represent franchise owner needs in media strategy decisions, influencing channel guidance, spend recommendations, and execution approach
Define and lead the approach to franchise media education, including what owners need to understand and how performance is communicated
Develop standardized education materials that simplify media performance, expectations, and key drivers
Serve as the final escalation point for performance-related concerns or conflicting messaging

Team Leadership

Lead and develop Senior Managers across brand and local media, setting expectations for performance ownership, learning velocity, and strategic clarity
Coach team members to operate as proactive performance drivers rather than passive coordinators
Ensure consistent alignment across the team in how performance is evaluated, communicated, and improved

WHO WE ARE LOOKING FOR

10+ years of experience in performance marketing, growth marketing, or paid media leadership roles
Proven ownership of multi-channel media performance, including budget allocation and efficiency optimization
Strong experience leading and managing agency partners with a focus on accountability and outcomes
Deep understanding of paid media channels, including paid search and paid social
Experience working with attribution models (MTA or similar) and Marketing Mix Modeling, applying insights to decision making
Strong cross-functional leadership skills and ability to influence across teams
Excellent communication skills, with the ability to translate complex data into clear recommendations
Experience in franchise, multi-location, or lead-generation businesses strongly preferred
Bachelor’s degree in Marketing, Business, or a related field

Director, Brand and Local Media