Director of Paid Media

Director of Paid Media

We’re partnering with Harley-Davidson, an iconic, globally recognized consumer brand with deep heritage and one of the most emotionally connected customer bases in its category. The business operates through a dealer-driven model, requiring tight alignment between national marketing strategy and local execution.

The company is currently evolving its marketing approach, moving from a historically performance-heavy model to a more integrated, full-funnel strategy that better connects brand storytelling with measurable business outcomes.

The Opportunity

This is a critical role in modernizing how media drives growth.

Today, media has been heavily focused on lower-funnel performance metrics. The opportunity is to build a more balanced, full-funnel media strategy, one that supports brand building while still delivering measurable results at the dealer level.

You will play a central role in connecting national campaigns to local impact, while helping the organization think differently about measurement, attribution, and media effectiveness.

What You’ll Do

• Lead the development and execution of a full-funnel media strategy across digital, social, search, programmatic, and video
• Manage and optimize a significant media investment, ensuring both efficiency and impact
• Translate brand and product priorities into clear, actionable media plans
• Connect national media efforts to dealer-level outcomes and performance
• Evolve attribution and measurement approaches to better capture long-term and full-journey impact
• Partner closely with brand, creative, retail, and analytics teams to deliver integrated campaigns
• Lead external agency partners and ensure strong strategic and executional alignment

What Success Looks Like

• Media strategy evolves from primarily lower-funnel to true full-funnel orchestration
• Improved ability to connect media investment to both brand and business outcomes
• Stronger alignment between national campaigns and dealer-level performance
• More sophisticated use of data, testing, and measurement
• Cross-functional teams operate in a more integrated and collaborative way
• Media becomes a strategic driver of growth, not just a support function

Ideal Background

• 10–15+ years of experience in paid media, performance marketing, or integrated media strategy
• Experience managing large-scale media budgets
• Deep expertise across modern media channels and platforms
• Strong understanding of full-funnel strategy and attribution models
• Experience working within complex or distributed business models (dealer, retail, franchise, etc.)
• Background in either in-house brand environments or leading agencies

Who Thrives Here

• Strategic thinkers who are also hands-on problem solvers
• Individuals comfortable navigating ambiguity and change
• Leaders who collaborate effectively across teams and functions
• People who balance data-driven thinking with practical execution

Why This Role

• Opportunity to help build a modern media function within an iconic brand
• High-impact role with visibility across marketing and leadership
• Chance to shape how media contributes to both brand and business growth
• A role that blends strategy, analytics, and execution