Head of Channel Strategy (Remote CAD)

Directive•Irvine, CA

1d•CA$150,000 - CA$190,000•Remote

About The Position

Directive Consulting is hiring an Associate Director, Integrated Strategic Planning dedicated to Performance Marketing. The role connects business goals, audience insights, brand positioning, and channel strategy into integrated plans for growth. It combines identifying insights that give a brand a meaningful advantage with translating those insights into performance marketing plans that teams can execute and measure. The position leads strategic planning for Performance Marketing engagements, aligning paid media, performance creative, landing page experiences, analytics, and client business outcomes around a shared understanding of the customer and business opportunity. The role turns complex inputs into focused briefs, connected conversion journeys, and actionable recommendations, ensuring channels and teams work toward shared outcomes. The Associate Director owns planning direction for assigned engagements, works with clients and internal specialists, develops measurement and test-and-learn plans, and uses evidence to refine recommendations. The role also establishes repeatable research, briefing, and planning standards and coaches colleagues. It is remote-first and may be performed virtually from a home office in an established company location, including Canada, provided the employee has current work authorization and permanently resides there.

Requirements

Substantial experience in strategic planning, integrated performance marketing, or account planning within an agency or growth-focused business.
Demonstrated ownership of complex client strategies.
A portfolio showing strategic leadership, including how audience insights shaped performance marketing briefs, coordinated channel plans, and measurable business outcomes.
Experience with B2B performance marketing, complex buying journeys, paid media, performance creative, and conversion strategy.
Ability to independently lead planning engagements, advise senior client stakeholders, and mentor colleagues while remaining hands-on with research and briefing.
Strong understanding of how brand, demand generation, and customer experience contribute to business growth.
Ability to connect marketing recommendations to commercial priorities, budgets, and realistic execution plans.
Confidence interpreting quantitative and qualitative evidence and distinguishing meaningful signals from vanity metrics.
Ability to plan beyond individual channels with the full customer journey in mind.
Hands-on familiarity with research, audience intelligence, analytics, and planning tools.
Ability to use AI responsibly for research and synthesis, apply independent judgment, and validate sources.
Comfort interpreting campaign reporting and working with analytics specialists to define measurement and learning plans.
Strong storytelling skills, including the ability to turn complex information into clear insights, strategic narratives, and actionable briefs.
Facilitation skills and ability to align clients, performance creative practitioners, paid media specialists, analytics teams, and senior leadership.
Confidence asking thoughtful questions, constructively challenging assumptions, and explaining strategic trade-offs.
Strong organization and prioritization skills, including the ability to manage multiple planning workstreams in a fast-paced environment.
For global locations, established and current work authorization and permanent residence in the country of employment.
Ability to remain stationary for extended periods, observe and interpret written and/or verbal communication, and use a laptop and office productivity tools; reliable internet access and a professional background are required.

Responsibilities

Lead research into client businesses, ideal customer profiles, buying committees, competitors, and category dynamics.
Synthesize customer interviews, market research, search behavior, and campaign data into strategic insights.
Map B2B buying journeys and identify decision points, barriers, and opportunities to influence consideration and conversion.
Develop a clear strategic point of view based on research rather than a collection of observations.
Lead integrated strategic planning within Performance Marketing, linking audience insight, messaging, paid media, performance creative, conversion experiences, and client growth objectives.
Define audience, positioning, messaging priorities, channel roles, and sequencing to meet client business goals.
Coordinate with paid media, design, copy, landing page, and analytics specialists to develop plans across paid search, paid social, display, and video.
Apply DiscoverabilityOS™ principles to align audience targeting, messaging, and conversion experiences with customer decision points.
Write strategic and creative briefs that clarify the business challenge, audience insight, value proposition, and desired response.
Collaborate with performance design, copy, paid media, and landing page teams to translate strategy into creative and connected conversion experiences.
Facilitate planning workshops and working sessions to align stakeholders.
Evaluate concepts and plans against briefs, audience needs, and business outcomes.
Own strategic planning direction for assigned Performance Marketing engagements in partnership with client success and channel leads.
Present research, recommendations, and integrated plans to clients and senior stakeholders.
Lead strategic narratives for Performance Marketing pitches and account expansion opportunities.
Build alignment across internal teams and clients, document decisions, and explain strategic trade-offs.
Translate business objectives into measurement frameworks with shared goals, channel-specific indicators, and learning priorities.
Work with analytics and paid media teams to interpret engagement, conversion, lead quality, pipeline, and revenue performance where data is available.
Develop test-and-learn plans to validate audience, messaging, creative, and channel assumptions.
Recommend evidence-based adjustments while acknowledging attribution limits and balancing short-term performance with long-term brand growth.
Account for budget, scope, and delivery constraints when making commercially sound recommendations.
Use AI and research tools to support insight synthesis, competitive analysis, and planning efficiency; validate AI-generated outputs and protect confidential client information.
Establish repeatable research, briefing, and planning standards, coach colleagues, and improve strategic quality.
Build relationships with Performance Marketing colleagues and client stakeholders, develop understanding of client businesses and audiences, and take ownership of planning priorities.
Mentor colleagues and communicate the value of Performance Marketing strategy in client and new business conversations.

Benefits

Medical, dental, vision, disability, and life insurance coverage for employees and their families.
Employer-paid insurance plan for the employee and a 50% employer contribution for dependents in the US, Canada, and Mexico.
Access to certified therapists through Spring Health and a Headspace membership.
Physical therapy through Omada, Aaptiv virtual workouts, and a complimentary One Medical membership for primary and virtual care.
Unlimited PTO with a two-week minimum.
Paid company holidays, birthday off, and an end-of-year recharge closure from December 24 to January 1.
Paid parental leave.
Traditional and Roth 401(k) with a 3% company match.
Annual bonus based on tenure, scaling in total amount over time.
Annual company-wide retreat.
Potential bonus eligibility.