Sr. Director, Paid Media

MyEyeDr. • Raleigh, NC

19h • Hybrid

About The Position

As Senior Director, Paid Media, you will own the full paid media strategy and execution for MyEyeDr. — overseeing all media spend, managing agency relationships, and setting the vision for how we reach patients across a competitive, capacity-constrained landscape. Working closely with Finance, Analytics, and local market teams, you'll ensure media investments tie directly to business outcomes. You'll be the architect of a market segmentation strategy across hundreds of locations, balancing patient demand generation with operational capacity — and your experience in multi-location businesses will be essential to getting it right.

Requirements

• Bachelor's degree in Marketing, Business, Statistics, or a related field; advanced degree or relevant certifications a plus.
• 15+ years of experience in paid media, performance marketing, or growth marketing, with at least 5 years in a senior leadership role managing significant media budgets and agency relationships.
• Proven experience in multi-location businesses is essential — you understand the complexity of managing paid media across hundreds of markets with varying demand dynamics, competitive landscapes, and operational constraints.
• Deep expertise in media measurement and incrementality — you've moved beyond last-click attribution and have hands-on experience with media mix modeling, geo lift testing, holdout experiments, and causal inference methodologies.
• Experience evolving measurement frameworks from simple efficiency metrics (CAC, CPC, ROAS) to true business ROI — including partnering with Finance to build shared definitions of success and demonstrate media's contribution to long-term business value.
• Proven ability to manage and hold agencies accountable — you know how to structure agency relationships, set performance expectations, evaluate output critically, and drive continuous improvement.
• Strong command of the paid media landscape across channels — search (Google, Bing), paid social (Meta, TikTok, Pinterest), programmatic, display, streaming audio, CTV, and local media formats.
• Strong market segmentation and audience strategy experience — you've developed frameworks for tailoring media channel mix, messaging, and investment levels to different market types and audience segments.
• Analytically rigorous with the ability to synthesize complex data into clear narratives — you're equally comfortable in a spreadsheet, a media planning tool, and a boardroom.
• Intellectually curious and creative — you ask "why" and "what if" before accepting the status quo, and you actively seek out unconventional solutions to acquisition challenges.
• Collaborative and influential leader who can build alignment across Finance, Analytics, Operations, and Marketing without direct authority over all stakeholders.

Nice To Haves

• Experience with capacity-constrained or appointment-based businesses is a strong plus — you understand that demand generation must be carefully calibrated to what the business can actually serve.
• Experience in healthcare, multi-location retail, or other consumer services businesses with local market complexity is strongly preferred.
• Track record of introducing and scaling new media channels — you've gone beyond the obvious playbook to find innovative, high-ROI ways to reach target audiences.

Responsibilities

• Own all paid media spend across channels — including search, social, display, programmatic, streaming, and emerging channels — ensuring budgets are allocated to drive the highest-value patient acquisition outcomes across all markets.
• Lead and manage our agency relationships, serving as the primary strategic partner and holding agencies accountable for performance, innovation, and alignment with MyEyeDr.'s evolving measurement standards.
• Champion the evolution from CAC-focused measurement to a comprehensive ROI framework — shifting how the organization understands the true value of media investments, accounting for patient lifetime value, retention, and downstream revenue impact.
• Partner closely with Finance to develop and implement incrementality measurement capabilities, including media mix modeling, geo-based lift testing, and holdout experiments that demonstrate the true causal impact of paid media on business growth.
• Own the market segmentation strategy, identifying which paid media tactics, channels, and messaging approaches are best suited for different market types — from high-growth expansion markets to mature, capacity-constrained locations.
• Balance patient demand generation with operational capacity constraints, working cross-functionally with Operations and local market leaders to ensure media investment drives appointments we can actually fulfill.
• Introduce new paid media channels and test innovative approaches to patient acquisition — bringing fresh thinking about how to reach patients where they are, including connected TV, audio, local streaming, and emerging digital formats.
• Lead creative and audience strategy in partnership with the Brand and Creative teams, ensuring media placements are supported by compelling, relevant messaging tailored to market and channel context.
• Define and own paid media KPIs, dashboards, and reporting frameworks, translating complex media data into clear insights and recommendations for senior leadership and cross-functional stakeholders.
• Drive media budget planning and forecasting in partnership with Finance, ensuring spend is aligned with market priorities, business seasonality, and growth objectives.
• Stay ahead of industry trends, platform changes, and competitive dynamics — proactively identifying opportunities to innovate and maintain a competitive edge in patient acquisition.
• Build and mentor a high-performing paid media team, fostering a culture of analytical rigor, creative curiosity, and continuous experimentation.
• Partner with Marketing Analytics to ensure measurement infrastructure — tagging, attribution, and data pipelines — supports both operational reporting and advanced incrementality testing.

Benefits

• Career Development and Training Opportunities
• Participate in a comprehensive benefits package including medical and dental coverage, tax-free savings plans, life insurance and more
• Participate in our Vision coverage and associate discounts on our products
• Participate in our 401(k) with competitive company match
• Accrue PTO and paid holidays from day one

What This Job Offers

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