Director, Off-line Media
Our client is hiring a Director or Sr. Manager of Off-line Media. This position is an integral part of the Brand Marketing and Off-line Advertising Team
supporting the organization by delivering national brand advertising programs that inform, educate and
drive profitable customer acquisition growth. This client is a fast growing, for profit business with aspirations to
accelerate growth 20 – 30% annually.
They are seeking a deeply experienced direct response advertising leader with strong national TV advertising, customer acquisition, market segmentation, TV / advertising measurement and modeling
experience. The Director of Off-line media will champion efforts to lead our next stage of growth by leading the audience targeting and segmentation strategy that builds awareness and activations through
national TV advertising and other segment marketing programs while aligning the strategy with other channel marketing leaders. Success in this role will allow the company to expand overall advertising driven
acquisition program by targeting both core audiences and defining new, high value segments customers early in their consideration stage while also expanding our overall connection rate through improved on-
line conversions through brand channel landing page activations. Additional benefits will be gained through increasing top of mind awareness of the brand providing incremental value across all marketing channels while also demonstrating support to our customers.
Establish core target audiences and new high value customer segments by using both external market
data and internal performance analytics to define targets in both national advertising and segmented
marketing programs to enable profitable annual growth of 20%+.
Champion the strategic vision with the internal brand team, creative and media agency partners to
translate segmentation strategy into creative messaging and off-line media strategy that drives customer
acquisition through both national advertising and specific high value segment marketing programs.
Set annual growth targets and forecast for annual brand channel customer acquisition targets and
measure performance throughout sales funnel using analysis to drive media optimizations that lead to
lower customer acquisition costs and higher ROI.
Develop and maintain brand channel reporting dashboards that allow daily measurement and
performance reporting allowing for on-going optimizations through media buy / programming, media
network / daypart optimization, creative spot rotation / optimization with a goal of improving overall
media efficiencies 10% annually.
Measure advertising ROI through attribution modeling to set investment customer acquisition
performance metrics while gaining alignment among other performance channel leaders including
SEO, SEM, Affiliate and executive leadership.
Lead efforts on landing page testing, measurement and optimization that improve conversion
performance on core brand acquisition pages by 10%.
Establish a more sophisticated media mix modeling / multi touch attribution that demonstrates the
value of TV to other marketing channels including SEM and SEO while gaining alignment with
marketing channel owners and executive leadership.
Grow overall value of advertising investment by testing ways to expand customer acquisition earlier in
sales funnel (in partnership with nurture / email team) to grow overall connection rate.
Partner closely with senior leaders across marketing, FP&A and executive team to develop budgets,
goals, and define KPI’s to be measured.
Required Skills and Competencies
Proven leader in driving high growth direct response advertising and profitable customer acquisition
Develop advertising acquisition models that forecast and deliver performance based on upfront
advertising investment (regression modeling, media mix modeling, multi-touch attribution modeling)
while also demonstrating the full value of advertising on direct and indirect marketing channels.
Manage national advertising programs including television and other direct response media
programming, planning media strategy, and budget execution. (10+ years’ experience at a direct-
response brand or agency preferred.)
Lead A / B landing page optimization on brand pages through measurement and creative
Experienced using traditional TV Advertising and ecommerce analytical tools including Google Analytics,
TV Squared (or like measurement system), QlikView / Tableau to measure performance trends.
Highly collaborative: Able to work across functions, geographies, and organizational levels to develop
solutions; engages and involves key stakeholders.
Effective communicator: Clearly communicate needs, results, and recommendations to a non-
Excellent presentation and writing skills at executive level.
Deep knowledge of ecommerce, online marketing, and mobile trends.
Bachelor’s degree, MBA preferred.