Sr. Director, Paid Media

About the Role

As Senior Director, Paid Media, you will own the full paid media strategy and execution for My Eye Dr . — 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.

• 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 My Eye Dr .'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.

• 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…