Senior Director of Paid Media & ROAS Strategy

GoTo Foods; Atlanta (GA); On-site; USD 180,000 - 240,000; Full time

Job summary

GoTo Foods is seeking a Sr. Director, Media & Planning to own and optimize paid media budgets and strategies for an assigned brand.

You will establish ROAS standards, manage cross-functional teams, and partner with agencies to drive transactions, loyalty growth, and store traffic. You will lead a team, collaborate with Marketing Science on MMM and attribution, and ensure fiduciary accountability across media investments within franchise structures.

Qualifications

• 10+ years of paid media leadership experience.
• Deep paid social, paid search, and programmatic expertise across Meta, TikTok, Google, YouTube, and DSPs.
• Demonstrated experience building ROAS and attribution measurement frameworks.
• Experience operating within franchise marketing investment funds or co-op marketing structures.
• Demonstrated partnership channel experience, including scaling third-party acquisition partners with published ROI standards.
• Demonstrated MMM and multi-touch attribution literacy.
• Multi-brand, franchise, or portfolio context preferred.

Responsibilities

• Own the end-to-end paid media plan for the assigned brand across paid social, paid search, programmatic, YouTube, and emerging channels.
• Set ROAS standards by channel for the assigned brand; publish to the Chief Brand Officer, franchisee leadership, and the marketing-investment governance committee.
• Manage the working- vs. non-working-dollar split for the assigned brand's marketing investments to a fiduciary standard of franchisee accountability.
• Manage agency relationships for all assigned-brand paid media partners, including SOWs, scope, and performance reviews.
• Integrate paid media as a pod input alongside IMC, owned channels, loyalty, and creative.
• Deploy partnership channels for the assigned brand, including third-party loyalty/acquisition partners currently underutilized.
• Collaborate with Marketing Science on MMM and attribution methodology connecting paid spend to traffic, same-store sales, and EBITDA.
• Build and lead the assigned brand's paid media team.
• Manage budgets in accordance with approved plans and the Company's brand-funded marketing investment standards.

Skills

Cross-functional credibility

Builder's mindset

Executive presence

Communication skills

Fiduciary judgment

Education

Bachelor's degree in Marketing/Business/Analytics

Job description

GoTo Foods is seeking a Sr. Director, Media & Planning to own and optimize paid media budgets and strategies for an assigned brand.

You will establish ROAS standards, manage cross-functional teams, and partner with agencies to drive transactions, loyalty growth, and store traffic. You will lead a team, collaborate with Marketing Science on MMM and attribution, and ensure fiduciary accountability across media investments within franchise structures.