VP - Media Job Northern Kentucky USA,Marketing / Advertising / PR

About the Role

The Vice President, Growth Media is responsible for building and leading a world-class customer acquisition engine that drives efficient, scalable growth across the enterprise. This executive owns the strategy, planning, execution, and optimization of all paid media investments while continuously improving marketing efficiency through data-driven decision making, experimentation, and innovation.

Reporting to the Chief Marketing Officer, this leader oversees an integrated performance marketing organization responsible for acquiring new customers across multiple business units through a sophisticated omnichannel media strategy. They partner closely with Marketing Analytics, Digital Experience, GTM Strategy, Brand Strategy, Marketing Operations, Product, and agency partners to maximize growth while optimizing marketing investment.

This role is accountable for delivering measurable business outcomes - not simply media execution - including profitable customer acquisition, media efficiency, and long-term customer value.

Mission

Build and optimize a high-performing customer acquisition engine that efficiently acquires new customers at scale while maximizing long-term business value.

What You'll Own Paid Media Strategy & Investment

Develop and execute enterprise paid media strategies across all customer acquisition channels, balancing long-term brand investment with short-term performance objectives.

Channels include:

Paid Search
Paid Social
Programmatic
Mass Media (TV, CTV, Video)
Out-of-Home (OOH)
Audio
Direct Mail
Emerging acquisition channels

Performance Marketing:

Own the end-to-end customer acquisition strategy, continually improving efficiency through optimization, experimentation, and innovation.

Responsibilities include:

Prospecting strategy
Audience strategy
Media channel optimization
Budget allocation
Bid and investment strategy
Creative testing in partnership with Brand
Landing page optimization partnership with Digital Experience
Customer acquisition forecasting in partnership with Marketing Analytics

Search & Discoverability:

Lead the organization's approach to organic and AI-powered discoverability.

Including:

Enterprise SEO strategy
Generative Engine Optimization (GEO)
AI search optimization
Organic search growth

Media Planning & Buying:

Lead annual and seasonal media planning processes that maximize business outcomes across all business units.

Responsible for:

Media investment strategy
Budget allocation
Channel mix
Flighting
Audience planning
Market prioritization
Agency planning oversight

Measurement & Optimization:

Partner with Marketing Analytics to develop and continuously improve marketing effectiveness through advanced measurement.

Including:

Attribution strategy
Incrementality testing
Media Mix Modeling (MMM)
Experiment design
Performance reporting
Investment optimization
Channel performance insights

Agency & Partner Leadership:

Lead relationships with external media agencies and strategic media partners.

Responsible for:

Agency strategy
Performance management
Commercial negotiations
Capability development
Innovation roadmap
Media partnerships

Audience & Data Strategy:

Partner closely with Marketing Analytics, Lifecycle Marketing and Digital Experience to improve targeting and customer acquisition.

Including:

First-party data capture strategy
Audience development
Propensity-based targeting
Lead scoring strategy
Identity resolution
Personalization enablement

The Vice President will be directly accountable for delivering measurable improvements across key growth metrics, including:

New customer growth
Customer acquisition efficiency
Lifetime Value to Customer Acquisition Cost (LTV:CAC)
Cost Per New Start (CPNS)
Marketing ROI
Paid media performance
Acquisition channel contribution
Prospecting effectiveness
Media investment…