Summary
The Director of Digital Strategy will serve as the strategic lead for all paid media marketing efforts — driving measurable growth through SEM, YouTube, Display, and other digital channels. This leader will own the paid media strategy and test-and-learn agenda, manage execution in partnership with our external media agency, and work cross-functionally with Brand Marketing, Creative, and Finance to ensure digital campaigns deliver against business goals.

This role is central to our digital transformation, ensuring that paid media is not only a growth engine for new customer acquisition, but also a key driver of efficiency, scalability, and innovation.

Key Responsibilities

• Paid Media Strategy & Campaign Leadership: Own the strategy for paid media channels including SEM, YouTube, Display, and emerging platforms
• Translate acquisition goals into paid media strategies that deliver measurable passenger and revenue growth
• Partner with external media agency to ensure flawless campaign execution, optimization, and ROI delivery

Testing & Learning

• Develop and own the digital test-and-learn agenda across paid channels
• Drive structured experimentation (creative, targeting, platforms, formats) with the goal of delivering incremental pax and conversion improvements
• Share learnings broadly with Brand and Creative to inform omni-channel campaigns

Performance & Reporting

• Lead channel-level reporting for SEM, YouTube, and Display, with a focus on CAC, ROI, and passenger delivery
• Monitor and optimize spend allocation across paid channels to maximize impact
• Deliver timely insights to inform broader acquisition and renewal strategies

Cross-Functional Leadership

• Collaborate with Brand Marketing, Creative, and Finance to ensure paid media campaigns are aligned to brand narrative, budget pacing, and financial objectives
• Act as the primary connector between internal teams and external media partners

Deputy Leadership

• Establish frameworks for campaign planning, reporting, and governance
• Serve as a senior leader within the digital team, providing strategic continuity and cross-functional influence

Ideal Candidate Profile

• 8–10+ years of experience in digital marketing, with a deep focus on paid media strategy
• Hands-on expertise with Google platforms: SEM, YouTube, and Display
• Proven success scaling acquisition through paid media while optimizing CAC and ROI
• Experience managing external agencies and holding partners accountable to performance
• Strong analytical orientation; comfortable interpreting channel data and funnel metrics
• Skilled cross-functional communicator and collaborator

Grand Circle Corporation is an equal opportunity employer.