VP - Growth Media

About the Role The Vice President, Growth Media is responsible for building and leading a world-class customer acquisition engine that drives efficient, scalable growth across the enterprise. This executive owns the strategy, planning, execution, and optimization of all paid media investments while continuously improving marketing efficiency through data-driven decision making, experimentation, and innovation. Reporting to the Chief Marketing Officer, this leader oversees an integrated performance marketing organization responsible for acquiring new customers across multiple business units through a sophisticated omnichannel media strategy. They partner closely with Marketing Analytics, Digital Experience, GTM Strategy, Brand Strategy, Marketing Operations, Product, and agency partners to maximize growth while optimizing marketing investment. This role is accountable for delivering measurable business outcomes - not simply media execution - including profitable customer acquisition, media efficiency, and long-term customer value. Mission Build and optimize a high-performing customer acquisition engine that efficiently acquires new customers at scale while maximizing long-term business value. What You'll Own Paid Media Strategy & Investment Develop and execute enterprise paid media strategies across all customer acquisition channels, balancing long-term brand investment with short-term performance objectives. Channels include: Paid Search Paid Social Programmatic Mass Media (TV, CTV, Video) Out-of-Home (OOH) Audio Direct Mail Emerging acquisition channels Performance Marketing:  Own the end-to-end customer acquisition strategy, continually improving efficiency through optimization, experimentation, and innovation. Responsibilities include: Prospecting strategy Audience strategy Media channel optimization Budget allocation Bid and investment strategy Creative testing in partnership with Brand Landing page optimization partnership with Digital Experience Customer acquisition forecasting in partnership with Marketing Analytics Search & Discoverability:  Lead the organization's approach to organic and AI-powered discoverability. Including: Enterprise SEO strategy Generative Engine Optimization (GEO) AI search optimization Organic search growth Media Planning & Buying:  Lead annual and seasonal media planning processes that maximize business outcomes across all business units. Responsible for: Media investment strategy Budget allocation Channel mix Flighting Audience planning Market prioritization Agency planning oversight Measurement & Optimization:  Partner with Marketing Analytics to develop and continuously improve marketing effectiveness through advanced measurement. Including: Attribution strategy Incrementality testing Media Mix Modeling (MMM) Experiment design Performance reporting Investment optimization Channel performance insights Agency & Partner Leadership:  Lead relationships with external media agencies and strategic media partners. Responsible for: Agency strategy Performance management Commercial negotiations Capability development Innovation roadmap Media partnerships Audience & Data Strategy:  Partner closely with Marketing Analytics, Lifecycle Marketing and Digital Experience to improve targeting and customer acquisition. Including: First-party data capture strategy Audience development Propensity-based targeting Lead scoring strategy Identity resolution Personalization enablement The Vice President will be directly accountable for delivering measurable improvements across key growth metrics, including: New customer growth Customer acquisition efficiency Lifetime Value to Customer Acquisition Cost (LTV:CAC) Cost Per New Start (CPNS) Marketing ROI Paid media performance Acquisition channel contribution Prospecting effectiveness Media investment efficiency Incremental customer acquisition First-party audience growth Leadership Expectations Build a high-performing, performance-oriented growth marketing organization. Create a culture of experimentation, learning, and continuous optimization. Balance short-term acquisition goals with long-term customer value. Make investment decisions grounded in data, customer insights, and measurable business impact. Champion innovation across emerging channels, AI, automation, and marketing technology. Develop strong partnerships across Marketing Analytics, Brand Strategy, Digital Experience, Product, Finance, and Operations to deliver integrated growth strategies. Lead external agencies as strategic business partners while building internal capability and expertise. Required Qualifications 12+ years of progressive marketing leadership experience, with significant expertise in performance marketing and customer acquisition Proven experience managing large-scale, multi-channel media budgets Deep expertise across paid search, paid social, programmatic, video, audio, direct mail, and emerging acquisition channels Demonstrated success improving acquisition efficiency and profitable customer growth Experience leading media agencies and complex external partnerships Strong understanding of attribution, incrementality testing, marketing mix modeling, and performance measurement Experience leveraging first-party data, audience segmentation, and propensity modeling to improve marketing performance Executive-level communication skills with the ability to influence cross-functional leaders and executive stakeholders Experience building and developing high-performing teams through periods of transformation and growth Preferred Qualifications Experience leading marketing for a large-scale consumer brand with significant media investment with both retail and digital experiences Experience building and leading high-performing media teams Background in re