How you'll make an impact:The Vice President, Digital Media is a senior leader responsible for setting the vision and driving the strategy, activation, and optimization of all digital media investments across paid, owned, and earned channels to deliver brand growth, subscriber growth and LTV for a subscription based business. This role oversees multi-channel media planning and buying (programmatic, search, social, video/CTV, affiliates, retail media, and emerging platforms) and leads a high-performing team in close partnership with our Lifecycle, Product, Data/Analytics, and Finance teams respectively.
What you'll do:- Deliver efficient subscriber growth and revenue through digital media, hitting targets for net adds, CAC and LTV: CAC.
- Orchestrate media to support the full subscriber lifecycle: acquisition, onboarding, engagement, upsell, and win-back.
- Build a modern, data-driven media engine that uses experimentation, automation, and first-party data to scale efficiently.
- Define the digital media vision and multi-year roadmap to support subscriber growth, retention, and brand health.
- Own full-funnel media strategy and execution across paid social, programmatic display/video, CTV/OTT, paid search, affiliates/partnerships, and emerging performance channels.
- Design and manage audience strategies tailored to subscription dynamics (prospects, trials, active subs, at-risk, churned) in partnership with CRM/Lifecycle and Data teams.
- Manage the digital media budget, including annual planning, in-year reallocation, pacing, and scenario modeling based on CAC and LTV targets.
- Establish and track core media and subscription KPIs (e.g., CAC, LTV, LTV:CAC, retention cohort curves, trial-to-paid conversion rate, and contribution margin.
- Build and continuously evolve a test-and-learn roadmap (channels, audiences, offers, pricing tests, creative, funnels, landing pages) to drive step-change improvements in performance.
- Partner with the Product & Technology team to optimize the end-to-end acquisition funnel (signup flows, trials, offers).
- Collaborate closely with Brand and Creative on messaging frameworks, offer positioning, and asset production optimized by channel and audience.
- Oversee agency and vendor relationships (media agencies, DSPs, measurement partners, identity platforms, attribution/MMM vendors, affiliate networks).
- Champion the use of first-party data, propensity models, and identity solutions to drive more precise targeting and personalization while maintaining compliance with privacy regulations.
- Ensure robust measurement and reporting, including multi-touch attribution where viable, geo/holdout tests, incrementality studies, and support for marketing mix modeling.
- Translate performance, insights, and risks into clear narratives and recommendations for the C-suite and Board-level reporting.
- Build, lead, and mentor a high-performing team (media strategy, channel owners, ad operations, and analytics partners), setting clear goals and accountability.
What you'll need:- Bachelor's degree in Marketing, Business, Communications, or related field; MBA or advanced degree preferred.
- 15+ years of experience in digital media or performance marketing, with meaningful experience in subscription or recurring-revenue businesses (e.g., streaming, SaaS, telecom, utilities, membership, DTC subscription)
- 8-10 years of people leadership, with a track record of building, coaching, and scaling high-performing teams.
- Proven track record of owning large digital media budgets and delivering efficient subscriber growth with strong LTV:CAC economics.
- Deep expertise in media strategy and execution across programmatic, paid social, paid search, video/CTV, and other performance channels, ideally within a complex, multi-channel environment.
- Strong command of media measurement, analytics, and experimentation (attribution, incrementality, MMM, A/B testing).
- Hands-on familiarity with major ad tech platforms (DSPs, ad servers, verification, analytics; experience with CDP/DMP and identity solutions is a plus).
- Demonstrated ability to lead cross-functional initiatives and influence at the C-suite level.
- Excellent communication, storytelling, and stakeholder management skills, with the ability to distill complexity into clear, executive-ready narratives.
- Strategic thinker with strong business and financial acumen.
- Data-driven and highly analytical, comfortable with dashboards and quantitative decision-making.
- Expert in digital media platforms, optimization levers, and industry best practices.
- Inclusive, empowering people leader who can scale and upskill a team.
- Comfortable operating in a fast-paced, ambiguous environment and leading through change.
- Must have legal right to work in the U.S.
At SiriusXM, we carefully consider a wide range of factors when determining compensation, including your background and experience. These considerations can cause your compensation to vary. We expect the base salary for this position to be in the range of $207,800 to $286,350 and will depend on your skills, qualifications, and experience. Additionally, this role might be eligible for discretionary short-term and long-term incentives. We encourage all interested candidates to apply.
The requirements and duties described above may be modified or waived by the Company in its sole discretion without notice.
R-2026-04-25
