Responsibilities

• Develop and evolve audience segmentation frameworks aligned to Gaia’s core member personas and growth priorities
• Design cross-channel consumer journeys that reflect how audiences discover Gaia, engage with content, and convert into long-term subscribers
• Lead first-party data activation strategies leveraging behavioral signals, lifecycle insights, and platform intelligence
• Identify key intent moments across the funnel and define how media influence drives subscription conversion and lifetime value
• Partner with in-house Lifecycle Marketing and Creative Studio teams to align paid media with retention, upsell, and re-engagement strategies
• Own omnichannel strategy across paid search, paid social, programmatic display, online video, CTV, affiliate, and emerging platforms
• Align paid, owned, and organic efforts to ensure cohesive messaging, sequencing, and measurable outcomes
• Translate business goals into actionable plans including budget allocation, channel roles, testing roadmaps, KPIs, forecasting, and measurement frameworks
• Lead planning, pacing, optimization, and performance governance across US campaigns
• Define channel sequencing and creative alignment based on audience intent and lifecycle stage

Requirements

• 8+ years of experience in paid media, integrated marketing, and/or audience strategy within subscription, DTC, or digital media environments from either in-house Brand or top tier Agency
• Deep expertise in full funnel orchestration, rapid test and learn, and measuremen
• Strategic fluency in platforms including Google Ads, Meta, YouTube, TikTok, Demand Gen Display, Audio, leading DSPs, and subscription-focused growth channel
• Strong analytical literacy including GA4 interpretation, attribution modeling, incrementality testing, KPI development, and forecastin
• Experience activating first-party data, building segmentation models, and mapping full-funnel audience journey
• Proven ability to architect scalable media plans with clear budget allocation, channel mix rationale, testing agendas, and measurable business outcomes working in tandem with our agency of record
• Understanding of how creative, messaging, and content strategy intersect with audience behavior and platform context
• Exceptional storytelling skills with the ability to translate complex performance data into executive-ready insights and solutions
• Experience driving measurable growth within subscription, streaming, wellness, lifestyle, or mission-driven brands is strongly preferred

Preferred

• Experience driving measurable growth within subscription, streaming, wellness, lifestyle, or mission-driven brands is strongly preferred