Job Summary
LANEIGE is seeking a strategic, data-driven Director of Paid Media to lead team managing national, full-funnel, cross-channel media strategy across the U.S. This role owns the end-to-end media vision and investment approach—connecting brand-building at scale with performance-driven conversion across all consumer touchpoints.
As the central architect of paid media, this leader will drive integrated national media planning while ensuring seamless orchestration across DTC (awareness through conversion), Amazon full-funnel growth, and retailer media (with a focus on Sephora). The role is accountable for delivering a cohesive ecosystem that aligns audience, creative, and channel strategy to maximize both brand equity and revenue outcomes.
This position operates as the brand-side quarterback, leading strategy, directing agencies, building platform partnerships, and championing innovation to continuously evolve LANEIGE’s media approach and competitive edge.
Key Responsibilities
Full-Funnel & National Media Leadership
• Own national, full-funnel media strategy across awareness, consideration, conversion, and retention
• Architect connected consumer journeys linking brand storytelling with performance and commerce outcomes
• Lead integrated planning across national campaigns, DTC, Amazon, and retail media
• Drive audience-first, data-led investment decisions focused on scale, efficiency, and incrementality
• Champion innovation across channels, formats, and partners (CTV, retail media, creators, AI-driven buying, emerging platforms)
Creative Strategy & Paid Media Integration
• Lead creative briefing for all paid media, ensuring alignment to full-funnel objectives, audiences, and channel needs
• Partner with brand and creative teams to deliver channel-specific, performance-optimized assets
• Ensure creative evolves across funnel stages with distinct messaging and formats
• Drive a test-and-learn roadmap across creative (messaging, hooks, formats, creators/UGC)
• Integrate creative insights into media strategy to improve effectiveness and engagement
Performance & Commerce Channels (DTC, Amazon, Retail)
• Oversee DTC media across the funnel
• Lead Amazon as a full-funnel ecosystem (DSP, Sponsored Ads, video, off-platform drivers), driving both demand creation and conversion
• Direct retailer media strategy (Sephora focus), ensuring alignment with national campaigns and omnichannel goals
Platform Partnerships
• Build senior relationships with key platforms (Meta, Google/YouTube, TikTok, Amazon, Sephora)
• Unlock beta opportunities, first-to-market activations, and advanced measurement capabilities
• Partner with platforms to enhance audience strategy, creative impact, and full-funnel performance
Agency Leadership (Brand-Side Ownership)
• Lead external media agencies, setting strategy, guardrails, and success metrics
• Own final media decisions; ensure agency output aligns with brand and business objectives
• Drive accountability through KPIs, structured performance reviews, and optimization cadence
• Ensure agencies act as strategic partners while maintaining strong brand-side ownership
Measurement & Optimization
• Establish KPIs spanning brand, consideration, and conversion
• Leverage attribution, incrementality testing, and platform insights to optimize media mix
• Translate analytics into actionable insights that drive both brand impact and revenue growth