The Director, Integrated Media leads the planning, buying, and optimization of paid media across search, AI paid advertising, aggregators, direct mail, email, programmatic, paid social, and traditional media channels. Reporting to the Managing Director, Direct Marketing, this leader owns the integrated media strategy that drives profitable customer acquisition for the direct-to-consumer business. This role manages an in-house media team and partners closely with the Director of Brand Strategy and the Director of Data & Analytics: together they inform every media buy, ensuring that upper-funnel awareness and lower-funnel acquisition investments work as one integrated plan. The ideal candidate combines deep channel expertise with strong analytical judgment and the ability to develop and inspire a high-performing team.
RESPONSIBILITIES:
Strategy & planning: Develop and execute an integrated, multi-channel media strategy and annual plan that aligns with growth, retention, and profitability goals.
Brand Strategy partnership: Collaborate closely and continuously with the Director of Brand Strategy to align media plans with brand positioning, audience insights, messaging, and creative direction, so that every buy reinforces the brand and supports awareness and consideration goals.
Data & Analytics partnership: Partner with the Director of Data & Analytics to inform all media buys with audience analysis, attribution, incrementality testing, forecasting, and performance insights; jointly set KPIs and review results on a regular cadence.
Full-funnel investment: Balance investment across upper-funnel awareness and lower-funnel acquisition channels, define success measures for each stage, and shift spend as results warrant.
Traditional media: Lead strategy, planning, and investment for all traditional media, including video (linear, streaming, and connected TV), audio (radio, streaming, and podcast), and out of home; oversee negotiation, buying, and measurement with publisher partners.
Budget & performance: Own the media budget and allocate spend across channels based on performance and market conditions; manage to efficiency and volume targets.
Measurement & optimization: Partner with Data and Analytics to establish attribution, testing, and reporting frameworks; use insights to continually improve efficiency and customer quality.
Team leadership: Lead, coach, and develop Media Team; set clear goals, build a culture of accountability and learning, and plan for talent and succession.
Vendor & partner management: Manage relationships and negotiations with publishers, vendors, and platforms to secure favorable terms and access to new opportunities.
Operational excellence: Oversee marketing operations and trafficking processes to ensure accurate, timely, and scalable campaign execution.
Innovation: Stay ahead of changes in media industry and competitive environment; pilot and scale new channels, tools, and capabilities.
Executive communication: Report on performance, forecasts, and strategic recommendations to senior leadership.
QUALIFICATIONS
Education:
Bachelor's degree in Marketing, Business, Communications, or a related field; MBA or advanced degree preferred.
Experience:
10+ years of experience in performance or direct-response marketing and media buying, including 5+ years leading and developing managers and teams.
Channel expertise: Proven success managing large budgets across multiple paid channels, including search, programmatic, paid social, direct mail, email, video, audio and out of home.
Full-funnel experience (required): Demonstrated experience developing and managing both upper-funnel awareness channels and lower-funnel acquisition strategy, with a track record of connecting brand investment to acquisition results.
Cross-functional partnership: Proven ability to partner with brand strategy and data and analytics leaders to inform media decisions.
Analytical skills: Strong command of attribution, testing, and media measurement, with the ability to translate data into actionable decisions.
Leadership: Demonstrated ability to build, motivate, and retain high-performing teams in a collaborative environment.
Communication: Excellent written, verbal, and presentation skills, with the ability to influence senior stakeholders.
Preferred:
Experience in insurance or other regulated financial services, and familiarity with emerging media platforms. SALARY RANGEThe pay range for this position is $175,000 to $230,000 annually. Actual compensation will vary based on multiple factors, including employee knowledge and experience, role scope, business needs, geographical location, and internal equity. PERKS & BENEFITS4 weeks accrued paid time off, 8 paid national holidays per year, and 2 floating holidays Low cost and excellent coverage health insurance options that start on Day 1 (medical, dental, vision) Annual 401(k) Employer Contribution Free onsite gym and health center at our Woodbridge Location Resources to promote Professional Development (LinkedIn Learning and licensure assistance) Robust health and wellness program and fitness reimbursements Various Paid Family leave options including Paid Parental Leave Tuition ReimbursementABOUT THE COMPANYThe Plymouth Rock Company and its affiliated group of companies write and manage over $2 billion in personal and commercial auto and homeowner’s insurance throughout the Northeast and mid-Atlantic, where we have built an unparalleled reputation for service. We continuously invest in technology, our employees thrive in our empowering environment, and our customers are among the most loyal in the industry. The Plymouth Rock group of companies employs more than 1,900 people and is headquartered in Boston, Massachusetts. Plymouth Rock Assurance Corporation holds an A.M. Best rating of “A-/Excellent”.
