Lead, Performance Media is responsible for shaping how GNC's paid social and display investments drive measurable business growth across the customer journey. The ideal candidate is equal parts strategist and builder, fluent in performance and in brand, disciplined enough to hold both to the same standard, and able to manage internal and agency partners to bring it all to life.

This role combines paid media strategy, creative performance, measurement, experimentation, and agency leadership to maximize customer acquisition, engagement, retention, and revenue. You understand the distinct role each platform can play across the customer journey, and you know how to match the right creative, audience, bid strategy, and measurement approach to the right business objective.

This role reports to the Media Director with meaningful visibility to VP, C-suite, and cross-functional senior leaders. You will partner closely with Brand, Creative, Influencer, Analytics, Finance, Merchandising, and agency/platform partners to connect platform attention to downstream business outcomes, including high-quality sessions, purchase intent, branded demand, CAC, revenue, LTV, and contribution profit.

Media Strategy & Growth Marketing

• Own GNC's paid social and programmatic display strategy across the consumer lifecycle, balancing brand building, customer acquisition, retention, and omnichannel growth.
• Develop innovative buying solutions and activation strategies that translate business priorities into measurable revenue and customer growth.
• Define channel investment strategies, budget allocation, audience frameworks, and media roadmaps aligned to business objectives.
• Drive high-quality demand to GNC by improving the volume, quality, and purchase intent of sessions generated through paid social and display.
• Identify emerging opportunities across platforms, formats, retail media, AI capabilities, and consumer trends to accelerate growth.

Paid Media Performance

• Lead end-to-end planning, execution, optimization, and performance management across Meta, TikTok, Pinterest, Reddit, YouTube, LinkedIn, GDN, CTV, and emerging media channels.
• Partner with agency teams to deliver best-in-class campaign execution while maintaining accountability for business results.
• Monitor performance and diagnose whether issues stem from creative fatigue, tracking gaps, funnel friction, audience limits, delivery, or data quality
• Establish media playbooks and scalable best practices across campaigns.

Creative Strategy for Media Performance

• Develop creative testing roadmaps informed by audience insights, platform behavior, competitive intelligence, and performance data translating learnings into actionable recommendations that improve engagement, conversion, and ROAS.
• Partner with Creative, Brand, Social & Influencer teams to develop high-performing assets tailored to each platform.
• Define creative strategies across messaging, offers, hooks, formats, creators, landing pages, and calls-to-action.
• Write creative briefs covering business goal, audience, value prop, and key claims

Measurement & Media Effectiveness

• Own the paid media measurement framework across paid social and display channels building executive dashboards and reporting frameworks that translate complex data into clear business recommendations.
• Define KPIs that connect media investments to business outcomes including ROAS, CAC, LTV, incrementality, conversion rate, customer acquisition, and revenue.
• Partner with Analytics to improve attribution methodologies, incrementality testing, lift studies, and measurement capabilities.
• Deliver actionable insights that influence media investment decisions and future marketing strategy.
• Foster a culture of experimentation through structured testing frameworks and scale successful tests into repeatable best practices across the organization.

Agency Leadership & Cross-Functional Partnership

• Serve as the primary strategic liaison between internal stakeholders and agency partners.
• Hold agency partners accountable for innovation, execution quality, performance, testing, and optimization.
• Partner closely with Brand, Ecommerce, CRM, Loyalty, Merchandising, Creative, Analytics, and Finance teams to ensure integrated campaign planning and execution.
• Present media strategies, campaign performance, and business recommendations to senior leadership.

Qualifications

Required

• 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.

SUPERVISORY RESPONSIBILITIES:

• This job has no supervisory responsibilities.

PHYSICAL ASPECTS/WORK ENVIRONMENT:

• Hybrid work environment, 2-3 days in-person attendance (Pittsburgh, PA) in addition to ability to work remotely.
• Regularly required to stand; walk; sit; use hands or fingers to handle, or feel; reach with hands and arms; stop, kneel, crouch, or crawl; and talk or hear
• Regularly/Occasionally lift and/or move up to 50 pounds
• Specific vision abilities required by this job include close vision, distance vision, color vision, peripheral vision, depth perception, and ability to adjust focus
• The noise level in the work environment is usually low/moderate

* Reasonable accommodations may be made to enable individuals to perform the essential functions.