Director of Paid Media

Do you think in portfolios - not channels?

Does it bother you when a media team treats Amazon, Meta, and Google as three separate businesses with three separate budgets that never compete?

Are you the person who runs geo-holdouts before anyone asks, because you already know platform attribution is lying?

Freebird® is a 9-figure DTC brand serving over 2 million customers and redefining shaving for the modern consumer. We grow through paid media at scale - $50M+ annually across Meta, Google/YouTube, Amazon PPC, Walmart, and TikTok Shop. We need one person who owns all of it.

We're looking for a Director of Paid Media to lead our full ad portfolio: every channel, every dollar, one owner. You'll set the allocation strategy, build the measurement infrastructure, lead and develop the team, and drive sustainable customer acquisition and contribution margin growth across the full business.

This is not a channel manager role. This is a portfolio leadership role. You'll thrive here if you think in marginal dollars, build teams that operate without you in the seat, and treat incrementality as non-negotiable rather than aspirational.

If you own the full portfolio - and can prove it - keep reading.

What You'll Own

Ad Portfolio Performance

• Own $50M+ in annual ad spend across Meta, Google/YouTube, Amazon PPC, Walmart 1P & 3P, and TikTok Shop - every dollar under one owner.
• Treat all channels on equal footing: the marginal Amazon dollar competes directly with the marginal Meta or Google dollar. No channel gets protected budget.
• Maintain portfolio-level efficiency targets: blended CAC, CM after marketing >= 40%, Amazon TACOS <= 12%.
• Deliver sustained improvements in new customer acquisition, contribution margin, and profitable revenue growth across the full portfolio.

Capital Allocation

• Build annual, quarterly, monthly, and promotional investment plans across all channels - grounded in company revenue targets, contribution margin, inventory, and growth objectives.
• Determine where the marginal dollar goes using incrementality data, MMM outputs, and blended business results - not channel-level metrics or platform attribution.
• Connect channel investment to downstream subscription performance: different channels produce subscribers with different LTV and churn profiles. Allocate accordingly - not just on first-order CAC.
• Make confident allocation decisions with imperfect data; document the case and revisit as evidence accumulates.

Incrementality and Measurement

• Build and run a geo-holdout and incrementality testing program that proves what each channel is actually generating - not what platform attribution claims.
• Partner with Growth Analytics to operationalize MMM as the live arbitration layer for marginal spend decisions across the full portfolio.
• Reconcile platform-reported numbers against platform-agnostic measurement; define which signals drive decisions and which are context only.
• Build measurement resilience as platform signals erode: first-party audiences, CRM-seeded targeting, and modeled conversion approaches that reduce dependence on platform attribution.

Team Leadership

• Lead channel buyers, analysts, and external agency relationships without becoming the primary operator in any account.
• Absorb the Amazon PPC buyer into the Paid Media team; establish weekly buyer reviews, branded-first strategy, and budget authority at the Director level.
• Develop strategic leaders - build promotion paths, delegate decision-making authority, and create real accountability at the buyer and manager level.
• Evaluate the TikTok Shop agency relationship: own, restructure, or replace.

Performance Creative Partnership

• Develop a strong point of view on the creative strategies required to unlock performance across Meta, Google/YouTube, TikTok, and Amazon listing surfaces.
• Translate media insights into actionable creative briefs, feedback, and prioritization - including channel-specific and audience-specific angles.
• Identify creative fatigue, messaging trends, and audience signals; partner with Performance Creative on what to test and build next.
• Shape the cross-channel creative portfolio: the formats, messages, creators, and asset types needed to unlock performance across current and future channels.

Portfolio Expansion

• Sequence and launch international market expansion with market-specific creative, attribution environments, and fulfillment constraints accounted for before committing scale spend.
• Build disciplined testing frameworks with clear hypotheses, success criteria, measurement plans, and scaling thresholds before committing