Director of Paid Marketing

Director of Paid Marketing Regular, F/T Summary Are you known as a leader with the rare ability to conceptualize and implement go-to-market strategy with both elite creative vision and acute awareness of ROI. Do you have experience guiding a team to measurably drive business growth? Gaia is currently searching for a Director of Paid Media Marketing with a proven track record of successfully leading a paid media team and program, especially within the streaming-video-on-demand ecosystem. The right candidate will have experience guiding the creation of relevant, empathic and visually-appealing direct response video and static ad assets. Additionally, this leader will have experience managing multiple digital channels and applications, websites and landing pages, commerce platforms, paid advertising and social media. By collaborating with the Director of Creative, the Content team, and the President, this position will help implement a consistent brand aesthetic (The Divine Feminine) across many assets, including landing pages, paid video assets, and other, while simultaneously crafting incisive direct-response ads that generate successful ROIs. This integral position to company performance and culture, will exemplify Gaia’s internal cultural both externally and internally. The ideal candidate will lead by example in demonstrating the values of humility, integrity, collaboration, curiosity, nimble execution, and responsible ownership to foster a productive, engaging and rewarding team environment. You will be responsible for driving new member acquisition across various paid media platforms, including paid social, paid search, programmatic video, and other emerging areas. The ideal candidate will have 10+ years of experience using Google Ads, Facebook Ads, and other ad exchanges to manage and optimize direct response paid media campaigns – especially by using your expertise to work with the creative services team to assemble and organize a portfolio of content for each target audience. Additionally, you will own aspects of the consumer journey – collaborating with email and merchandising teams to generate leads and conversions, and to retain existing members by serving optimal creative to data-significant segments. Please consider joining the Gaia Marketing Leadership team if all of this resonates with you. We are looking for a transformational Director that embodies the Gaia mission while coaching a high-performing team to elevated success. We’re looking for a creatively-inspired and data-driven individual who is passionate about digging into campaigns to push performance. At a crucial time in our company’s digital transformation, this role couldn’t be better suited to make a difference. At Gaia, soft skills are key to success. We seek candidates with strong interpersonal abilities – effective communication, teamwork, prioritization, and problem solving – who can adapt to change, manage conflicts with empathy, and collaborate well with diverse teams. While technical skills matter, we highly value those who build positive relationships, contribute to a supportive culture, and approach challenges with a solution-oriented mindset. If this sounds like you, you’ll thrive in our dynamic environment. Responsibilities • Play a critical role on the Marketing team by developing and implementing the creation enterprise go-to-market (GTM) assets and webpages and other digital touchpoints. • Drive audience growth, acquisition, retention, awareness, affinity for the brand, commerce opportunities, product launches, tentpole events, content, app downloads, and usage through social and digital marketing across owned and 3rd party media outlets. • Own and implement performance marketing vision and strategy while managing a well-structured, well-balanced, and high-performing team. • Partner with the Sr. Director of Marketing on forecasting/budget planning and execution across paid digital channels and paid social. • Lead paid social and digital marketing efforts across offline/online, paid social, SEM, programmatic, video/content, emerging platforms to create an efficient and engaging customer journey. • Establish and manage test-and-learn plans to continuously optimize media investments. • Partner closely with cross-functional teams; production, product, publishing, merchandising, business analytics, creative, & CRM for campaign strategy, insights, and performance analysis to drive engagement, acquisition, retention, & revenue. • Identify and capitalize on SEO opportunities (keyword research and analysis, technical and on-page SEO) — Work with our publishing and content management teams + SEO contractors. Analysis of current data of SEO Marketing initiatives, their ROI, and prediction of future ROI. • Work with other marketing managers to help ideate, architect, launch and analyze lifecycle email and in-app marketing campaigns/canvases to increase engagement and retention. Identify opportunities to create more personalization and effective segmentation of our audience. Audit existing user journeys for continuous improvement. • Leverage an understanding of the business and key strategic initiatives and strong visibility to the critical research needs to independently synthesize and deliver market intelligence/research findings and insights and make strategic recommendations based on those findings. • Work independently with cross-functional research teams to identify information needed and recommend the best design and method to deliver the information. • Develop the affiliate marketing strategy to recruit new affiliate partners while increasing acquisitions. Qualifications • Qualified candidates will have ten plus years of experience leading and managing all things digital marketing (paid social, paid media, web/app push) across agencies or established brands, preferably for SVOD or enterprise-level direct to consumer brands. • Demonstrated ability to conceive enterprise-level creative vision and implement consumer journey roadmaps in alignment with corporate, division, and functional units’ business objectives and priorities. • Expertise in advertising, marketing automation & engagement technology and campaign optimization, including performance budgets over $1M+ per month. • Experience working with Word Press, Google, Facebook/Instagram, Twitter, Pinterest, TikTok, and various demand-side platforms (DSPs), email service providers (ESPs), data analytics platforms, etc. • Ability to develop an SEO strategy, break down to achievable tasks/projects, set goals, regularly measure progress against goals, and reprioritize as needed • Experience analyzing and synthesizing qualitative and quantitative information including identifying implications and observing patterns, making correct inferences, drawing conclusions, explaining facts, data, or information to evaluate products/services, strategic direction, and core competencies utilizing a wide variety of resources. • Proven experience using data and insights to guide/build a business strategy. • Strong ability to inspire and coach, and a history of successfully hiring, managing, leading, and mentoring high-performing teams. • Ability to think strategically across the short-, medium- and long-term marketing vision, consumer segments, and goals. • Thoughtful, collaborative leader with strong communication skills and the ability to influence others. • Passionate, creative thinker with exceptional organizational & analytical skills. • Thrives in a fast-paced environment with a strong work ethic • Nice to have- Building and optimizing international and foreign language ad • IMPORTANT: Membership in Gaia is strongly preferred • US citizenship or US residency with an existing work permit is required • Non-smoker • Must be available to work in our campus in Louisville, CO. This is not a remote role. Compensation • Type: Salary • Range: $130000 - $165000 (USD) More About Gaia Gaia exists as a transformational network to empower a global conscious community. Gaia (Nasdaq: GAIA) is a publicly traded company in Louisville, Colorado. We offer global video streaming of over 8,000 original series, shows, films, documentaries, and practices for conscious living to our members in over 190 countries. Our vast video library serves as a vessel for the community we seek to empower. We are not a subscription service that streams whatever pays our bills. Our content goes deep into select niches of Seeking Truth, Transformation, Alternative Health and Yoga channels. We often cover subjects that other media companies won’t touch. We expect you did explore Gaia’s library of original shows, documentaries, and films. If our work on ancient wisdom, who are we, our true history, coverups, and metaphysics resonates, you might be a good fit for Gaia. We seek to hire and inspire employees who embrace our mission to empower a global conscious community, who hope their work empowers our community of inspired members, to be a catalyst of transformation. The best work we do every day is to remember our vision is “to empower the evolution of consciousness.” The perks of working collaboratively with a team dedicated to sharing this mission include an on-site gym; a beautiful solar-powered campus, complete with hiking and running trails, community garden, and a labyrinth; and an on-site, mostly organic café that serves breakfast and lunch daily including a full-service espresso bar featuring locally roasted coffee. Full-time employees are offered alternative and traditional medical benefits including preventative coverage; as well as dental, vision, 401K, and life insurance.