Director of Digital Media

 

The Director of Digital Media is responsible for the daily execution, optimization, and strategic refinement of the company’s paid digital advertising efforts, with a primary emphasis on Meta and Google Paid Search. This role ensures that the advertising budget is deployed efficiently, creative content is well-organized and implemented, and all campaigns are consistently optimized to drive higher-quality leads at lower costs based on Allied’s OLD capacity and revenue targets.

This role plays a critical part in sustaining Allied’s lead pipeline, supporting market expansion, and improving the performance of both AI-generated and traditional creative assets. Through disciplined testing, performance monitoring, and strategic scaling, this role directly influences revenue opportunities across all markets.

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Responsibilities

Campaign Management

• Execute and manage daily paid media campaigns across Meta, Google Search, and additional digital channels.
• Ensure budgets are deployed as directed and pacing meets monthly lead targets set for OLD capacity and availability by market.
• Maintain strong campaign structures, audience segmentation, and bidding strategies to support high-quality traffic.
• Plan and execute ongoing A/B tests, including variations in creative, messaging, landing pages, and audiences to identify high-performing ads for scale across markets.
• Manage and delegate day-to-day execution tasks to the Paid Media VA, ensuring they are properly trained, equipped, and following best practices to support campaign setup, optimization, reporting, and other digital media operations across all paid channels.
   

Cost Efficiency & Lead Quality

• Monitor and reduce cost per viable lead and cost per opportunity while sustaining or increasing overall lead volume.
   
• Adjust targeting, creative, bidding, and placements to maintain an appropriate balance between efficiency and growth.
   

Creative Coordination

• Collaborate with the Video Lead and Senior Designer to organize, refine, and deploy AI-generated and standard ad creatives with Allied’s branding and maintain consistent quality.
   
• Maintain an organized library of assets to support efficient testing and deployment.
   

Performance Reporting

• Monitor, analyze, and report on campaign metrics through weekly scorecard updates and monthly reporting that clearly outline trends, wins, challenges, and efficiency insights.
   
• Deliver actionable recommendations grounded in data and historical benchmarks.

Market Awareness

• Stay informed on  seasonality, weather, market differences, and other external factors that influence performance.
   
• Work with internal teams to anticipate changes in lead flow and respond with strategy adjustments as needed, including launching advertising on new digital platforms. 

 

Knowledge, Skills, and Abilities

• Extensive experience managing paid advertising campaigns, particularly on Meta and other digital channels.
• A strong track record of deploying ad spend efficiently and optimizing for lower lead costs.
• Analytical skills to monitor and report on campaign performance metrics.
• Experience in running paid media A/B tests and implementing ad creative strategies based on data.
• An understanding of how external factors like seasonality can impact performance.