Director, Brand & Local Media

• Own end-to-end performance strategy across brand and local media, ensuring alignment to conversion goals, lead volume, and efficiency metrics (CPL / CPA)

• Translate commercial objectives into actionable media plans, including budget allocation, channel mix optimization, target CPA guidance, and structured testing roadmaps across audiences, creative, formats, and bidding

• Deliver weekly performance recommendations to executive leadership, including spend adjustments, scaling opportunities, and key risks with mitigation plans

• Continuously evaluate tradeoffs between brand and local investment, ensuring decisions reflect total system performance rather than channel-level optimization

• Leverage platform data and MTA insights to identify performance drivers, inefficiencies, and areas of diminishing return

• Partner with Analytics to prioritize and operationalize MTA use cases, ensuring insights translate into clear media decisions

• Validate and challenge performance assumptions, particularly around incrementality across channels (e.g., search vs. social)

• Ensure data and insights consistently lead to optimization actions, not just reporting outputs

• Lead brand and preferred local agencies, setting clear expectations for optimization cadence, testing rigor, and reporting quality

• Facilitate regular agency meetings, including performance reviews and ongoing working sessions to assess results and priorities

• Conduct routine audits of agency accounts to evaluate structure, execution quality, and adherence to best practices

• Hold agencies accountable for performance outcomes, addressing gaps and driving corrective action as needed

• Stay connected to franchise owner performance realities, participating in key calls and escalation scenarios as needed

• Represent franchise owner needs in media strategy decisions, influencing channel guidance, spend recommendations, and execution approach

• Define and lead the approach to franchise media education, including what owners need to understand and how performance is communicated

• Develop standardized education materials that simplify media performance, expectations, and key drivers

• Serve as the final escalation point for performance-related concerns or conflicting messaging

• Lead and develop Senior Managers across brand and local media, setting expectations for performance ownership, learning velocity, and strategic clarity

• Coach team members to operate as proactive performance drivers rather than passive coordinators

• Ensure consistent alignment across the team in how performance is evaluated, communicated, and improved

• 10+ years of experience in performance marketing, growth marketing, or paid media leadership roles
• Proven ownership of multi-channel media performance, including budget allocation and efficiency optimization
• Strong experience leading and managing agency partners with a focus on accountability and outcomes
• Deep understanding of paid media channels, including paid search and paid social
• Experience working with attribution models (MTA or similar) and Marketing Mix Modeling, applying insights to decision making
• Strong cross-functional leadership skills and ability to influence across teams
• Excellent communication skills, with the ability to translate complex data into clear recommendations
• Experience in franchise, multi-location, or lead-generation businesses strongly preferred
• Bachelor’s degree in Marketing, Business, or a related field