Director of Programmatic

About the Role

The Director of Performance Programmatic will be responsible for leading and evolving the agency’s performance programmatic practice across programmatic, connected TV, video, display, and emerging digital channels. This role will oversee strategy, innovation, client leadership, and team management while driving best‑in‑class performance marketing outcomes for key agency clients. At Optimal, we are actively looking to scale standout candidates – those who are ready for significant opportunities and hungry to take on meaningful responsibilities that drive real business results for our clients.

New employees that grow the fastest at our company are strategic problem solvers who are proactively looking to improve with innovative ideas but are also relentless at following through. As the Director of Performance Programmatic for Optimal, you will play a critical role in scaling the agency’s performance programmatic offering, expanding capabilities, strengthening client retention, improving new business win rates, and ownership of the Programmatic team and product roadmap.

The ideal candidate possesses deep expertise in performance or direct response marketing, extensive experience across Demand Side Platforms (DSPs) and Supply Side Platforms (SSPs), and a proven track record of building high‑performing teams and client relationships.

Optimal is a performance marketing agency that brings together the best data, technology, and people to achieve our clients’ marketing goals. We combine digital media strategy with award‑winning expertise in advertising, marketing, communications, audience data, and analytics to deliver results. Our team offers training programs that support personal and professional development at all career stages.

• Lead and oversee the agency’s performance programmatic strategy across display, video, connected TV (CTV), native, audio, and emerging digital channels.
• Own and evolve the agency’s performance programmatic product offering, driving innovation, differentiation, and measurable client outcomes.
• Lead, mentor, and develop the Programmatic team through coaching, performance management, career development planning, and ongoing training.
• Establish performance milestones, growth plans, and best practices to build a high‑performing programmatic organization.
• Serve as the senior strategic lead for key client engagements, building executive‑level relationships and driving long‑term client success.
• Oversee campaign strategy, execution, optimization, and measurement across performance‑focused and direct response marketing initiatives.
• Partner with Paid Search, Paid Social, Creative, Analytics, and Client Services teams to develop integrated media strategies.
• Manage relationships with DSPs, SSPs, data providers, measurement partners, and other ad technology vendors.
• Identify new channels, technologies, audience solutions, and measurement capabilities that support agency growth and client retention.
• Lead strategic planning, forecasting, RFP responses, media plans, and client presentations for large‑scale opportunities.
• Drive continuous improvement of campaign performance through data analysis, testing frameworks, and optimization strategies.
• Collaborate with analytics teams to develop reporting frameworks that clearly communicate business impact, insights, and growth opportunities.
• Support agency business development efforts by contributing programmatic expertise to new business pitches and helping improve overall win rates.
• Develop operational standards, workflows, and quality control processes that ensure scalable, efficient delivery across accounts.
• Monitor industry trends, platform updates, and market developments…