Responsibilities

• Own GNC’s paid social and programmatic display strategy across the consumer lifecycle, balancing brand building, customer acquisition, retention, and omnichannel growth.
• Develop innovative buying solutions and activation strategies that translate business priorities into measurable revenue and customer growth.
• Define channel investment strategies, budget allocation, audience frameworks, and media roadmaps aligned to business objectives.
• Drive high-quality demand to GNC by improving the volume, quality, and purchase intent of sessions generated through paid social and display.
• Identify emerging opportunities across platforms, formats, retail media, AI capabilities, and consumer trends to accelerate growth.
• Lead end-to-end planning, execution, optimization, and performance management across Meta, TikTok, Pinterest, Reddit, YouTube, LinkedIn, GDN, CTV, and emerging media channels.
• Partner with agency teams to deliver best-in-class campaign execution while maintaining accountability for business results.
• Monitor performance and diagnose whether issues stem from creative fatigue, tracking gaps, funnel friction, audience limits, delivery, or data quality
• Establish media playbooks and scalable best practices across campaigns.
• Develop creative testing roadmaps informed by audience insights, platform behavior, competitive intelligence, and performance data translating learnings into actionable recommendations that improve engagement, conversion, and ROAS.

Requirements

• Bachelor’s degree in Marketing, Business, Communications, Analytics, or related field.
• 5+ years of experience managing paid social, display, or performance media campaigns for a retail or DTC brand.
• Deep expertise across Meta, Google, The Trade Desk, YouTube and emerging paid media platforms.
• Strong understanding of full-funnel media planning, audience strategy, attribution, incrementality, media measurement, and performance optimization.
• Experience developing creative strategies informed by media performance and consumer insights.
• Proven ability to translate complex data into executive-ready business recommendations.
• Experience managing agency relationships and cross-functional partnerships.
• Strong communication, presentation, stakeholder management, and analytical skills.