Most agencies treat TV and Billboards as "prestige" media. We treat them as "arbitrage" media.
As our Direct Response TV + Billboard Strategist, you will prove that a billboard on the 405 or a 30-second spot on Hulu can drive immediate, trackable revenue. You will work with our creative and data teams to engineer offline campaigns that don't just "build awareness"-they force action. You are the bridge between the screen on the wall and the phone in the hand.
What You'll Do1. Engineer the "Offline Click"- Develop aggressive Direct Response strategies for Linear TV, Connected TV (CTV), and Out-of-Home (OOH).
- Architect the "Response Mechanism" for every asset. You decide if we use a QR code, a vanity URL, a text-to-buy code, or a geofenced retargeting pool.
- Ensure every dollar spent offline has a path to digital attribution. You don't launch anything unless we can measure the lift.
2. Tactical Media Buying & Planning- Identify undervalued attention. You know how to buy remnant TV inventory at 2 AM for pennies on the dollar to test a new creative hook.
- Leverage Programmatic DOOH (Digital Billboards) to snipe specific audiences-e.g., running ads for a coffee brand only during morning rush hour when traffic speed is below 20mph.
- Manage the day-to-day pacing of offline budgets, ensuring we are hitting CPA targets on a blended basis.
3. Creative Adaptation for DR- Collaborate with the studio to adapt high-performing social creatives for TV/Billboards. You know that a TV ad needs a different pacing than a TikTok, but it still requires the same psychological triggers.
- "Pre-test" concepts. You use our social data to predict which hooks will work on a billboard (e.g., "If this headline had a 3% CTR on Facebook, let's put it on a billboard").
4. Measurement & Attribution- Obsess over the "Merchandising of Lift." You will set up post-purchase surveys (HDYHAU) and holdout tests to prove to clients that their TV spend is actually working.
- Triangulate data from platforms like Tatari, TVSquared, and Vistar Media to tell the full performance story.
How You'll Be Measured (KPIs)- Incremental CPA: The cost to acquire a customer that we wouldn't have gotten through Facebook/Google alone.
- Response Rate: Scan rates on QR codes and direct traffic spikes during TV flight times.
- CPM Efficiency: Buying quality attention for the lowest possible price.
- Test Velocity: How many new channels/formats (e.g., Podcast reads, Uber top ads, wild postings) we test per quarter.
Who You Are1. The "Offline Hacker"- 4-6 years of experience in growth marketing, with specific expertise in DRTV, CTV, or Programmatic OOH.
- You don't care about "Reach" or "Frequency." You care about "Visits" and "Sales."
2. A Creative Data Analyst- You look at a billboard and see a math problem. You calculate the font size needed for readability at 60mph and the contrast ratio needed for a QR code to scan at 20 feet.
- You are comfortable using attribution software and can explain "Incrementality" to a client who only understands "Last Click."
3. Scrappy & Bold- You aren't afraid to negotiate. You will call a media vendor and haggle for a discount because you know their inventory is expiring.
- You thrive in a test-and-learn environment. You are willing to fail fast on a small budget to find the big win.
Perks & Benefits- Competitive Compensation: $80,000 - $100,000/yr.
- High-Impact Work: Manage the expansion of high-growth brands into the physical world.
- Relentless Innovation: Work at the cutting edge of AI and Creative Performance.
- Culture of Scale: Join a team that moves fast, tests constantly, and celebrates the wins.
Department Strategy & Account Locations Los Angeles HQ
