Creative Planning · 3 weeks ago
Head of Paid Media
United States
Full-time
Remote
Director/Executive
12+ years expCreative Planning is seeking a Head of Paid Media to lead their media function and performance measurement efforts. This role will focus on media strategy, agency partnerships, and analytics infrastructure to enhance marketing ROI and efficiency.
ConsultingFinancial Services
Hiring Manager
Aubri Heitmann
Responsibilities
Architect segment-based media strategy : Lead evolution to sophisticated audience segmentation (Mass Affluent, HNW, UHNW) with differentiated messaging, creative, and channel strategies for each tier
Drive full-funnel performance : Design and execute integrated media plans balancing brand-building (awareness, consideration) with performance (lead generation, conversion)
Scale investment profitably : Clear path to scale while maintaining & improving the CLTV:CAC ratio and reducing blended CAC
Lead Media agency relationship : Manage media agency partnership, ensuring delivery on media planning, creative, technology integration, and data science
Optimize partner ecosystem : Manage affiliate programs with rigorous ROI analysis
Manage attribution foundation : Oversee the design and implementation for multi-touch attribution model, connecting awareness → consideration → meeting → client → AUM across the full journey
Develop CLTV/CAC models : Manage creation of segment-specific customer lifetime value models and automated "rules engine" for investment decisions by segment and channel
Establish incrementality measurement : Implement holdout tests, geo experiments, and media mix modeling to prove true incremental impact vs. baseline
Create testing infrastructure : Design hypothesis-driven experimentation framework with proper statistical rigor; execute 12+ tests annually with documented learnings
Build forecasting capabilities : Develop media performance models predicting lead volume, conversion rates, and AUM contribution; enable scenario planning for leadership
Establish single source of truth : Create unified reporting connecting media platforms → website → CRM → revenue with automated dashboards replacing manual reporting
Direct multi-channel activation : Oversee strategy and execution across paid search, paid social, programmatic display, CTV, partnerships, and emerging channels
Ensure measurement readiness : Own campaign tracking implementation (pixels, UTMs, conversion events) and data quality monitoring
Drive cross-functional collaboration : Partner with Brand, Growth Marketing, Sales Operations, and Analytics teams; serve as key stakeholder in CDP selection and website redesign
Present to leadership : Regular performance updates and strategic recommendations
Qualification
Required
12-15+ years in marketing, with at least 7-10 years in senior media and analytics
Track record managing $50M+ media budgets with demonstrated ability to scale while improving efficiency
Experience in financial services, wealth management, or complex B2B2C models with consultative sales cycles
Demonstrated success managing agency relationships while holding them accountable to measurement standards
Expert platform knowledge: Google Ads, Meta, LinkedIn, DV360, along with familiarity with ad servers (CM360), tag management (GTM), and marketing automation (SFMC)
Proven expertise managing measurement infrastructure: attribution models, testing frameworks, CLTV/CAC modeling, forecasting systems
Analytics knowledge and oversight: Expert knowledge of attribution methodologies (multi-touch, data-driven, MMM) and strong understanding of experimental design, A/B testing, and statistical significance, understanding of CLTV modeling, cohort analysis, and retention metrics
Marketing Technology understanding for integration: Understanding of CDPs, data warehouses, and data architecture for marketing, along with knowledge of CRM systems (Salesforce) and data integration challenges
Executive communication skills: Ability to translate complex strategies and analytics into clear strategic narratives for Board/C-suite audiences
Education: Bachelor's degree required; MBA or advanced degree in Marketing, Analytics, Statistics, Economics, or related quantitative field strongly preferred
Preferred
Strategic + analytical balance: Can zoom out to strategy while diving deep into measurement details
Builder mindset: Energized by creating infrastructure and frameworks that outlast individual campaigns
Data storytelling: Translates complex analytics into compelling narratives that drive executive decisions
Change leadership: Thrives in transformation environments; drives cultural shift from 'gut feel' to 'data-driven'
Collaborative influence: Builds cross-functional alignment around metrics and measurement approaches
Agency management: Knows how to partner with and get best work from external agencies
Company
Creative Planning
Creative Planning is exclusive because their strategy for designing your investment portfolio is different.
1001-5000 employees
Funding
Current Stage
Late StageTotal Funding
unknownKey Investors
TPGGeneral Atlantic
2024-09-30Private Equity
2020-02-09Seed
Leadership Team
Peter Mallouk
President & Chief Executive Officer
Recent News
2026-01-19
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