Director of Integrated Paid Media

Director of Integrated Paid Media About This Role

Our client is bold, upbeat, and motivating. Not only in our fitness routines, but in our work environment as well. Like our members, our employees know how to rise to a challenge and manage it head on.

Our Core Purpose is to create loyal, lifelong fans and exercise practitioners. To achieve this purpose, our Core Values are: fight hard to win, take personal responsibility, be optimistic and have fun, grow, and learn and be a team player.

The client is seeking a Director of Integrated Paid Media to lead execution across the full paid media channel mix. This role is responsible for driving acquisition, conversion and retention through high-impact, scalable media programs across digital, radio, out-of-home, print and emerging channels.

In partnership with the VP of Marketing Analytics and Strategy, this position will support data-driven strategy, channel planning, budget allocation and performance measurement while playing a key role in the company’s expanding national footprint.

• Lead the planning, execution and optimization of integrated paid media campaigns across all channels, including paid search, Google, Meta, display, video, affiliate, programmatic, radio, out-of-home and print.
• Support the VP of Marketing Analytics and Strategy in shaping paid media strategy, channel allocation, budget allocation and performance measurement, then lead execution and optimization to support acquisition, conversion and retention.
• Develop clear media briefs and go-to-market plans that translate business goals, campaign priorities and audience insights into actionable paid media direction, then work closely with agency partners to execute, optimize and hold them accountable to performance expectations.
• Manage all paid media agency partner relationships, ensuring partners are aligned to business goals, brand standards, timelines and performance expectations.
• Establish a strong operating rhythm with agency partners, including weekly performance reviews, campaign recaps, testing plans, issue resolution and clear accountability against KPIs.
• Own day-to-day media performance management, including campaign pacing, optimization, issue resolution and escalation with agency partners and internal teams.
• Drive market-level media execution for new gym openings, competitive markets, priority regions and key promotional periods with agency support.
• Partner with the VP of Marketing Analytics and Strategy to interpret performance data, identify optimization opportunities and translate insights into clear recommendations for paid media execution.
• Support test-and-learn initiatives, including A/B testing, creative testing and conversion rate optimization, in partnership with the VP of Marketing Analytics and Strategy.
• Collaborate closely with other Marketing department directors, including Creative, Campaign Strategy, Lifecycle, Social and Influencer, Mar Tech, Analytics, Sales and Web to ensure paid media plans support integrated customer acquisition and lifecycle efforts.
• Stay current with paid media trends, platform updates and consumer behavior shifts to keep the strategy ahead of the curve.

• 7+ years of experience in integrated paid media, preferably within a multi-location or franchise environment.
• Proven track record of driving growth through performance marketing and integrated paid media strategy.
• Advanced knowledge of paid media platforms and measurement tools, including Google Ads, Meta Ads, Google Analytics and media management platforms, with the ability to apply analytics guidance to campaign optimization.
• Strong analytical mindset with experience using BI tools like Tableau or DOMO and collaborating with analytics leaders to turn data…