Paid Media & Growth Strategy Lead

GNC; Pittsburgh (Allegheny County); Hybrid; USD 115,000 - 190,000; Full time

Job summary

GNC is hiring a Lead, Performance Media to shape paid social and display investments driving growth across the customer journey. You will balance brand and performance, manage internal and agency partners, and connect platform activity to business outcomes.

The role spans strategy, creative performance, measurement, and leadership with visibility to senior leaders. Hybrid work in Pittsburgh, collaboration with Brand, Analytics, Finance, and Merchandising teams is expected.

Qualifications

• Bachelor’s degree in Marketing, Business, Communications, Analytics, or related field.
• 5+ years of experience managing paid social, display, or performance media campaigns for a retail or DTC brand.
• Deep expertise across Meta, Google, The Trade Desk, YouTube and emerging paid media platforms.
• Strong understanding of full-funnel media planning, audience strategy, attribution, incrementality, media measurement, and performance optimization.
• Experience developing creative strategies informed by media performance and consumer insights.
• Proven ability to translate complex data into executive-ready business recommendations.
• Experience managing agency relationships and cross-functional partnerships.
• Strong communication, presentation, stakeholder management, and analytical skills.

Responsibilities

• Own GNC’s paid social and programmatic display strategy across the consumer lifecycle.
• Develop innovative buying solutions and activation strategies aligned to business objectives.
• Define channel investment strategies, budget allocation, audience frameworks, and media roadmaps.
• Drive high-quality demand to GNC by improving sessions, purchase intent, and revenue.
• Identify opportunities across platforms, AI capabilities, and consumer trends to accelerate growth.
• Lead end-to-end planning, execution, optimization, and performance management across Meta, Google, TikTok, YouTube and more.
• Partner with agency teams to deliver best-in-class campaign execution and accountability for results.
• Monitor performance and diagnose issues across creative, tracking, funnel, and data quality.
• Establish media playbooks and scalable best practices across campaigns.
• Foster a culture of experimentation and scale successful tests into repeatable processes.

Skills

Paid social

Programmatic display

Performance marketing

Agency management

Cross-functional partnership

Analytics

Strategic planning

Communication

Leadership

Education

Bachelor’s degree in Marketing, Business, Communications, Analytics, or related field

Tools

Meta Ads Manager

Google Ads

The Trade Desk

YouTube Ads

Job description

GNC is hiring a Lead, Performance Media to shape paid social and display investments driving growth across the customer journey. You will balance brand and performance, manage internal and agency partners, and connect platform activity to business outcomes.

The role spans strategy, creative performance, measurement, and leadership with visibility to senior leaders. Hybrid work in Pittsburgh, collaboration with Brand, Analytics, Finance, and Merchandising teams is expected.