Director Paid Media
About The Position
TruGreen is seeking a strategic, analytical and innovative Director of Paid Media to lead our full-funnel media strategy and investment. This leader will connect brand-building and demand-generation activity to measurable business growth across national, regional and local markets. The Director will oversee media planning, activation, optimization and measurement across paid search, paid social, programmatic, video, connected TV, audio and emerging channels. The ideal candidate brings deep performance marketing expertise, understands how upper- and lower-funnel investments work together and knows how to balance proven performance channels with new opportunities to build demand and brand preference. Experience integrating direct mail into a broader acquisition strategy is a strong plus.
Requirements
- 10+ years of progressive experience in paid media, performance marketing or integrated media strategy, including experience managing large and complex budgets.
- Deep experience developing and leading full-funnel strategies across brand and performance media.
- Strong expertise in paid search, paid social, programmatic, online video and connected TV.
- Proven ability to use media creatively to build attention, generate demand and differentiate a brand.
- Experience managing national media while adapting investment and activation for regional and local opportunities.
- Strong understanding of attribution, incrementality, marketing mix modeling, forecasting and performance measurement.
- Experience in a high-volume consumer, subscription, home services or lead-generation business is preferred.
- Bachelor’s degree in marketing, business, analytics or a related field.
- Ability to speak, read and write fluently in English is required.
- You MUST BE physically located in the United States while performing this job.
Nice To Haves
- Experience integrating direct mail into a broader acquisition strategy is a strong plus.
- Experience integrating direct mail into an omnichannel acquisition strategy is a plus.
Responsibilities
- Develop and lead an integrated, full-funnel media strategy that builds brand demand, generates qualified leads and drives profitable customer acquisition.
- Define the role of each channel across the customer journey and ensure investments work together as one coordinated plan.
- Manage significant media budgets across national, regional and local markets, aligning investment with demand, seasonality, competitive conditions and growth potential.
- Develop breakthrough media ideas that create attention, conversation and competitive distinction, not simply efficient impressions.
- Identify cultural moments, partnerships, emerging platforms and unconventional placements where TruGreen can show up in relevant and unexpected ways.
- Create an agile investment model that allows budgets to shift quickly based on performance, market conditions and incremental growth opportunities.
- Partner with Ecommerce, CRM, Field Marketing, Commercial Marketing, Analytics, Finance and Sales to connect media strategy with business priorities.
- Lead the media agency relationship, establishing clear expectations, deliverables, performance standards and accountability.
- Build a disciplined testing agenda across audiences, channels, creative, offers, bidding strategies, placements and geographic markets.
- Strengthen forecasting, attribution and measurement through marketing mix modeling, incrementality testing and platform-level reporting.
- Establish clear KPIs across the funnel, including reach, attention, demand creation, traffic, leads, conversion, customer acquisition cost and incremental sales.
Benefits
- Medical/Dental/Vision insurance
- Company-matching 401(k)
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What This Job Offers
Job Type
Full-time
Career Level
Director
