Director Paid Media

Advocate Health and Hospitals Corporation • Charlotte, NC

2d • Onsite

About The Position

The Director Paid Media will lead the development and implementation of an integrated media strategy that leverages advanced analytics and insights to drive business growth and strengthens the company's brand and marketing performance across all relevant channels. This role champions full-funnel thinking across paid, social, and emerging channels, and leads the evaluation of media resources, trends, technology, and tools, challenging current processes with new thinking and opportunities, and maintaining a constant focus on improving the impact and efficiency of media investments. The position oversees the adoption and integration of media technology solutions, modernizes media planning by focusing on strategic integration with creative and marketing strategies, and directs the development and optimization of cross-channel media campaigns. This role also directs negotiation and management of media buys, manages relationships with media agencies, vendors, publishers, and technology partners, and champions the use of data-driven strategies, including AI, automation, and machine learning solutions. The Director Paid Media serves as the connective tissue between media, creative, and marketing strategy teams to ensure aligned narratives, effective brief development, and end-to-end creative/media cohesion. They partner effectively with external agencies and internal stakeholders, provide clear direction to media agencies, and drive organizational change and capability building. This role delivers presentations and dashboards to executive leadership, provides clear direction to analytics and technology support teams, and fosters a culture of collaboration, creativity, and continuous upskilling in AI technologies. The Director Paid Media designs and directs the work of their assigned area(s) of responsibility, selects, coaches, and develops teams, and manages organizational talent through performance management, succession planning, and development. They also develop and/or recommend operating and capital budgets and control expenditures within approved budget objectives, and are responsible for understanding and adhering to the organization's Code of Ethical Conduct.

Requirements

• Bachelor’s degree in business, marketing, advertising or a related field.
• 7 + years of progressive experience in paid media strategy, with a proven track record of successfully managing large-scale campaigns across omni-channel platforms, preferably in a relevant industry (e.g., healthcare, retail, or related industries).
• 3 + years of management experience at a media agency leading high-performing media teams.
• Demonstrated knowledge and experience leading media strategy planning and execution.
• Demonstrated success managing multi-million-dollar media budget across traditional and digital channels.
• Deep knowledge of paid, owned, and emerging media channels, including digital, social, SEM, display, and influencer marketing, that leverage AI-driven targeting, personalization, and optimization.
• Demonstrated strategic thinker with proven experience creating executable strategies.
• Expertise in conducting data analysis, including the ability to identify, collect, and analyze data from various sources to draw relevant insights about leading and lagging media health metrics.
• Proficiency in applying market research, data analysis, and consumer insights to drive informed decisions.
• Can balance logical strategic thinking with adaptive and fast-paced thinking in an ever-changing marketing landscape.
• Has a deep understanding of consumers, demonstrating an ability to translate consumer insights into actionable media and marketing strategies.
• Can collaborate with diverse teams to articulate and transform media strategies into execution.
• Is able to manage multifaceted projects within a given period and budget.
• Can translate quantitative data into qualitative insights and effective strategies.
• Possesses the ability to inspire associates and clients, collaborating with them to create a culture of growth and innovation.

Nice To Haves

• Master’s degree in relevant business, marketing, or related field/industry.

Responsibilities

• Lead the development and implementation of an integrated media strategy that leverages advanced analytics and insights to drive business growth and strengthens the company's brand and marketing performance across all relevant channels.
• Champion full-funnel thinking across paid, social, and emerging channels.
• Lead the evaluation of media resources, trends, technology, and tools, challenging current processes with new thinking and opportunities, and maintaining a constant focus on improving the impact and efficiency of media investments.
• Oversee the adoption and integration of media technology solutions — including automation tools, advanced targeting, measurement, and attribution techniques — to enhance campaign effectiveness and operational efficiency.
• Modernize media planning by focusing on strategic integration with creative and marketing strategies.
• Align processes to embed media earlier in the campaign development process.
• Direct the development and optimization of cross-channel media campaigns, leveraging data analytics, audience segmentation, and real-time performance insights to maximize ROI and drive measurable business impact.
• Direct negotiation and management of media buys to ensure cost efficiency and value.
• Manage relationships and negotiations with media agencies, vendors, publishers, and technology partners to secure optimal placements, rates, and innovative opportunities.
• Champion the use of data-driven strategies, including AI, automation, and machine learning solutions, to continuously improve media performance and business outcomes.
• Serve as the connective tissue between media, creative, and marketing strategy teams to ensure aligned narratives, effective brief development, and end-to-end creative/media cohesion.
• Partner effectively with external agencies and internal stakeholders to lead partnerships and internal alignment, delivering a consistent and effective message across channels.
• Provide clear direction to media agencies, fostering a collaborative, integrated approach to strategy development and in-market execution.
• Drive organizational change and capability building, leading the transformation of media-related roles, responsibilities, and skills, guiding teams through new ways of working, and fostering a collaborative, learning-driven culture.
• Deliver presentations and dashboards that provide strategic insights and recommendations to executive leadership on media performance and opportunities for growth.
• Provide clear direction to internal and external teams that offer analytics and technology support to optimize media investments and ensure efficient allocation of resources.
• Foster a culture of collaboration, creativity, and promote continuous upskilling in AI technologies, encouraging experimentation with generative AI and automation, recognizing achievements in AI-driven media strategy and excellence within the media strategy team.
• Designs and directs the work of the assigned area(s) of responsibility.
• Selects, coaches, and develops teams, setting objectives that align with organizational strategy to inspire and motivate the teams.
• Manages organizational talent through performance management, succession planning, and development.
• Designs and directs processes by which team and individual performance are recognized, feedback is consistently delivered, and performance is systematically improved.
• Develops and/or recommends operating and capital budgets and controls expenditures within approved budget objectives.
• Responsible for understanding and adhering to the organization's Code of Ethical Conduct and for ensuring that people actions, and the actions of employees supervised, comply with the policies, regulations, and laws applicable to the organization's business.

Benefits

• Competitive compensation
• Generous retirement offerings
• Programs that invest in your career development
• Paid Time Off programs
• Health and welfare benefits such as medical, dental, vision, life, and Short- and Long-Term Disability
• Flexible Spending Accounts for eligible health care and dependent care expenses
• Family benefits such as adoption assistance and paid parental leave
• Defined contribution retirement plans with employer match and other financial wellness programs
• Educational Assistance Program

What This Job Offers

• Job Type: Full-time
• Career Level: Director