Director, Paid Media Strategy

Unleashed Brands • Bedford, TX

3h • Onsite

About The Position

Unleashed Brands is seeking a highly strategic, performance-driven Director of Paid Media Strategy to lead the evolution of our paid media ecosystem across our portfolio brands, including Urban Air Adventure Parks, Sylvan Learning Centers, The Little Gym, Water Wings Swim Schools, Snapology, Premier Martial Arts, and Class 101. This role will be instrumental in the building and scaling of a modern, full-funnel paid media strategy that drives efficient customer acquisition, supports franchisee growth, and enhances brand visibility across diverse audiences. In addition, this role will serve as the primary connective layer between agency partners and internal teams across ad operations, data flow, and reporting—ensuring accuracy, transparency, and integrity across the entire paid media ecosystem. The ideal candidate is a self-starter who thrives in a state of constant change, is deeply experienced across multiple paid media channels, and is comfortable owning both strategy and performance outcomes. This role requires strong cross-functional collaboration, agency management, and a data-first mindset grounded in incrementality and digital measurement frameworks.

Requirements

• Bachelor’s degree in marketing, business, analytics, or related field
• 8+ years of experience in paid media strategy, performance marketing, or media planning/buying
• Deep expertise across multiple paid media channels including social, search, programmatic, CTV, and influencer marketing
• Demonstrated ability to bridge ad operations, data flow, and reporting across internal systems and external partners, ensuring end-to-end data integrity, consistency, and actionable output for decision-making
• Strong analytical background with experience in MMM, incrementality testing, and attribution models
• Proven ability to manage large budgets and drive measurable business outcomes
• Experience working with both internal teams and external agencies
• Excellent communication and storytelling skills, with the ability to translate complex data into clear insights
• Highly self-motivated and comfortable operating in an evolving, fast-paced environment without a defined blueprint
• Strong cross-functional leadership and collaboration skills

Nice To Haves

• Experience working within or building an in-house paid media function
• Background in franchise, multi-location, or multi-brand environments
• Familiarity with customer acquisition in family, education, or experiential categories
• Experience integrating paid media with broader marketing and data ecosystems (CRM, CDP, etc.)

Responsibilities

• Lead a comprehensive, cross-channel paid media strategy across all Unleashed Brands trademarks
• Build a modern media approach that balances brand awareness, consideration, and conversion across the funnel
• Identify and implement new channels, technologies, and partners to improve efficiency and effectiveness
• Establish scalable frameworks for national and local (franchisee-level) media execution
• Oversee performance across key channels including: Paid Social (Meta, TikTok, Yelp, Reddit, etc.), Paid Search, Programmatic Display & Online Video, Connected TV (CTV) and Interactive Video, Influencer / Creator-Led Marketing, In-stream Audio, Emerging Platforms
• Continuously optimize media mix, creative strategy, and budget allocation to maximize ROI and incrementality
• Stay ahead of platform changes and emerging trends to ensure competitive advantage
• Engage in advanced measurement initiatives including Marketing Mix Modeling (MMM), incrementality testing, and attribution frameworks
• Serve as the primary liaison between internal teams and agency partners on all aspects of ad operations, tracking, and reporting
• Own the integrity of data flow across systems, including CRM (e.g., Salesforce), POS/Command Center platforms, media platforms, and reporting environments (e.g., Power BI)
• Identify, troubleshoot, and resolve discrepancies in data tracking, attribution, and reporting outputs
• Drive continuous improvement in reporting accuracy, speed, and usability across the organization
• Manage relationships with external media agencies, platform partners, and vendors
• Ensure agencies are aligned with strategic priorities, performance expectations, and reporting standards
• Evaluate agency performance and identify opportunities for consolidation, expansion, or in-housing capabilities
• Future state: Ability to successfully manage a team of channel strategists and media buyers across multiple brands
• Partner with internal teams including brand marketing, franchise operations, web dev, CRM, finance, and our in-house creative team to ensure alignment
• Collaborate on creative strategy to ensure messaging aligns with performance goals and brand positioning
• Manage dialogue regarding paid media efforts between HQ and franchisee leadership
• Oversee and manage significant paid media budgets across multiple brands
• Ensure financial accountability and efficiency in all media investments
• Coordinate all ad fund-supported expenses and franchisee contributions with finance and perform monthly budget reconciliations for multiple brands with best-in-class attention to detail and accuracy

Benefits

• Paid bi-weekly
• Company Paid Holidays
• Flexible Paid Time Off
• Paid Parental Leave
• Multiple health care insurance plans that cover medical, dental, prescription, vision, and employer HSA contributions
• Competitive 401(k) Program with employer matching contributions
• Daily dress code of "business casual"
• A positive work environment

What This Job Offers

• Job Type: Full-time
• Career Level: Director
• Number of Employees: 11-50 employees