Director of Paid Marketing

$130,000 - $165,000/Yr

Gaia, Co.,Ltd. - Louisville, CO

Full-time - Senior

Onsite - Louisville, CO

Performing Arts, Spectator Sports, and Related Industries

About the position

Gaia is currently searching for a Director of Paid Media Marketing with a proven track record of successfully leading a paid media team and program, especially within the streaming-video-on-demand ecosystem. The right candidate will have experience guiding the creation of relevant, empathic, and visually-appealing direct response video and static ad assets. Additionally, this leader will have experience managing multiple digital channels and applications, websites and landing pages, commerce platforms, paid advertising, and social media. By collaborating with the Director of Creative, the Content team, and the President, this position will help implement a consistent brand aesthetic (The Divine Feminine) across many assets, including landing pages, paid video assets, and others, while simultaneously crafting incisive direct-response ads that generate successful ROIs. This integral position to company performance and culture will exemplify Gaia's internal culture both externally and internally. The ideal candidate will lead by example in demonstrating the values of humility, integrity, collaboration, curiosity, nimble execution, and responsible ownership to foster a productive, engaging, and rewarding team environment. You will be responsible for driving new member acquisition across various paid media platforms, including paid social, paid search, programmatic video, and other emerging areas. The ideal candidate will have 10+ years of experience using Google Ads, Facebook Ads, and other ad exchanges to manage and optimize direct response paid media campaigns - especially by using your expertise to work with the creative services team to assemble and organize a portfolio of content for each target audience. Additionally, you will own aspects of the consumer journey - collaborating with email and merchandising teams to generate leads and conversions, and to retain existing members by serving optimal creative to data-significant segments. At a crucial time in our company's digital transformation, this role couldn't be better suited to make a difference. We're looking for a transformational Director that embodies the Gaia mission while coaching a high-performing team to elevated success. We're looking for a creatively-inspired and data-driven individual who is passionate about digging into campaigns to push performance.

Responsibilities

• Develop and implement the creation of enterprise go-to-market (GTM) assets and webpages and other digital touchpoints.
• Drive audience growth, acquisition, retention, awareness, affinity for the brand, commerce opportunities, product launches, tentpole events, content, app downloads, and usage through social and digital marketing across owned and 3rd party media outlets.
• Own and implement performance marketing vision and strategy while managing a well-structured, well-balanced, and high-performing team.
• Partner with the Sr. Director of Marketing on forecasting/budget planning and execution across paid digital channels and paid social.
• Lead paid social and digital marketing efforts across offline/online, paid social, SEM, programmatic, video/content, emerging platforms to create an efficient and engaging customer journey.
• Establish and manage test-and-learn plans to continuously optimize media investments.
• Partner closely with cross-functional teams; production, product, publishing, merchandising, business analytics, creative, & CRM for campaign strategy, insights, and performance analysis to drive engagement, acquisition, retention, & revenue.
• Identify and capitalize on SEO opportunities (keyword research and analysis, technical and on-page SEO) and work with our publishing and content management teams + SEO contractors.
• Work with other marketing managers to help ideate, architect, launch and analyze lifecycle email and in-app marketing campaigns/canvases to increase engagement and retention.
• Leverage an understanding of the business and key strategic initiatives and strong visibility to the critical research needs to independently synthesize and deliver market intelligence/research findings and insights and make strategic recommendations based on those findings.
• Develop the affiliate marketing strategy to recruit new affiliate partners while increasing acquisitions.

Requirements

• 10+ years of experience leading and managing all things digital marketing (paid social, paid media, web/app push) across agencies or established brands, preferably for SVOD or enterprise-level direct to consumer brands.
• Demonstrated ability to conceive enterprise-level creative vision and implement consumer journey roadmaps in alignment with corporate, division, and functional units' business objectives and priorities.
• Expertise in advertising, marketing automation & engagement technology and campaign optimization, including performance budgets over $1M+ per month.
• Experience working with Word Press, Google, Facebook/Instagram, Twitter, Pinterest, TikTok, and various demand-side platforms (DSPs), email service providers (ESPs), data analytics platforms, etc.
• Ability to develop an SEO strategy, break down to achievable tasks/projects, set goals, regularly measure progress against goals, and reprioritize as needed.
• Experience analyzing and synthesizing qualitative and quantitative information including identifying implications and observing patterns, making correct inferences, drawing conclusions, explaining facts, data, or information to evaluate products/services, strategic direction, and core competencies utilizing a wide variety of resources.
• Proven experience using data and insights to guide/build a business strategy.
• Strong ability to inspire and coach, and a history of successfully hiring, managing, leading, and mentoring high-performing teams.
• Ability to think strategically across the short-, medium- and long-term marketing vision, consumer segments, and goals.
• Thoughtful, collaborative leader with strong communication skills and the ability to influence others.
• Passionate, creative thinker with exceptional organizational & analytical skills.
• Thrives in a fast-paced environment with a strong work ethic.

Nice-to-haves

• Building and optimizing international and foreign language ad

Benefits

• Alternative and traditional medical benefits including preventative coverage; as well as dental, vision, 401K, and life insurance.
• On-site gym; a beautiful solar-powered campus, complete with hiking and running trails, community garden, and a labyrinth; and an on-site, mostly organic café that serves breakfast and lunch daily including a full-service espresso bar featuring locally roasted coffee.