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.

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