Benefits :
- 401(k) matching
- Bonus based on performance
- Dental insurance
- Employee discounts
- Health insurance
- Paid time off
- Vision insurance
- Wellness resources
Role Overview :
The Director of Marketing – Media manages the media planning, buying, strategy, and agency partnerships with experience dealing with franchise models and the evolving media landscape. This role will address 1st Party data and develop Acquisition, Retention, and Win-back targeting segments. The Director will understand and build incremental lift measurement across all media assets to maximize the mix to drive business results both nationally and locally by store.
Scope :
This role reports to the Senior Director of Marketing & Sponsorships and requires effective communication with media agencies, media partners, and internal analytics teams. The Director oversees the day-to-day execution and budgeting of all paid national, regional, and local media investments. The position works locally with franchisees (Team Leaders) to develop marketing plans that drive store visits and collaborates with the Grand Opening Team. Additionally, the Director manages sports and event marketing partnerships at national, regional, and local levels.
Key Responsibilities :
Work closely with the media agency to develop goals, strategies, and media KPIs.Develop ongoing optimization across all media channels and audience segments using analytical skills to measure performance data (e.g., store visits, online check-in).Collaborate internally to build consistent monitoring tools to measure media's impact on incremental sales and traffic.Key Criteria / Requirements :
Bachelor’s degree with relevant experience.6-8 years of media planning / strategy experience from the client side and / or agency side.Budget management skills.Proven record in delivering incremental business growth based on media mix.Manage communications internally, with media agencies, and media partners.Oversee ongoing optimization across each media channel and audience segments to analyze campaign performance data.Understanding of media attribution models (e.g., media mix models, incremental lift).Knowledge of the evolving media landscape across all channels.Experience with various media formats, including Traditional Local TV / Radio, National TV, Digital, OOH, Print, and Direct Mail.Understanding of franchise models and retail.Experience in targeting, measurement, and mix for Acquisition, Retention, and Winback segments.Ability to educate and share industry trends, new media technologies, benchmarks, and measurement currencies.Develop ongoing test opportunities to explore new growth and measure success.Manage all media budgets, billing, and internal communications with management and finance teams.Work with creative teams and clearly communicate needs to vendors and agency partners.Ability to adapt to change, manage challenges, and develop strong recommendations.Minimum of 3 days at the Support Center and 2 days working remotely.Prolonged periods of sitting at a desk and working on a computer.Must be able to lift up to 15 pounds at times.Flexible work from home options available.
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