Vice President of Media

About the Role

We are rebuilding how we reach new customers, starting from a clean slate. The opportunity is to reach the right small businesses earlier, before they search, and to prove what every media dollar truly delivers.

The Head of Media sets the overall media strategy for Network Solutions and Domain.com and oversees its execution. Reporting to the CMO and serving on the marketing leadership team, this leader owns annual media planning, audience strategy, measurement and the learning agenda across paid search, paid social, creators, programmatic, video, affiliate and new channels.

Leading a team of about seven, agency partners and approximately $27 million in annual media, this leader is measured on new customers who stay and grow, and on new recurring revenue at sustainable economics, not just conversions.

Title and level will reflect the experience and scope the successful candidate brings.

Key Responsibilities

Media Strategy and Annual Planning

• Set the overall media strategy and build the annual media plan: goals, audiences, channel mix, budget and timing across every stage of the funnel.
• Plan each brand to its role and to where its customers can be reached, not to past channel benchmarks.
• Own budget, forecasting and pacing with the CMO and Finance.

Audiences and Full-Funnel Growth

• Define audience segmentation and targeting across the funnel, built on customer data and insight, so media reaches the right small businesses with the right message.
• Keep paid search strong while building mid- and upper-funnel demand through paid social, creators, programmatic, video and affiliate.
• Focus paid media on winning new customers, and partner with Lifecycle and CRM, which reaches existing customers through owned channels.

Measurement and Learning Agenda

Own media mix modeling, incrementality testing (including matched-market tests) and attribution with Analytics, and use them to decide where each dollar goes. Set and run a learning agenda: a prioritized roadmap of tests across channels, audiences, creative and offers, with clear readouts that shape the next plan.

Execution and Optimization

Oversee day-to-day execution and optimization across channels, in-house and with agencies: pacing, bidding, targeting, creative rotation and landing pages. Partner with Brand and Creative, and with Storefront and Discovery, on creative and landing pages that improve relevance, conversion and the quality of acquired customers.

Team and Agency Leadership

• Lead and develop the team across paid search, paid media and affiliate, with a culture of accountability and testing.
• Select and run media and affiliate agencies against clear goals and a regular operating cadence.
• Partner with Lifecycle and CRM, Storefront and Discovery, Brand, Marketing Operations and Finance on shared growth outcomes.

How Success Is Measured

• Growth: new customers and new monthly recurring revenue (MRR) from paid channels
• Efficiency: CAC, incremental ROAS, LTV:CAC, and payback period
• Customer quality: attach rate, early retention, and renewal of customers acquired through paid
• Channel mix: share of growth from paid social, creators, programmatic, video and affiliate alongside paid search
• Budget: spend against plan, pacing and forecast accuracy
• Measurement and learning: model and tracking accuracy, learning agenda progress, and the share of spend validated by incrementality tests

Qualifications

• 12+ years in performance marketing or paid media, including 5+ years leading teams.
• Has managed paid media budgets of $25M+ a year for a subscription or recurring-revenue business, and has built full-funnel plans across mid- and upper-funnel channels while growing profitable acquisition.
• Has owned annual media planning, audience strategy and a structured learning agenda across channels.
• Has selected and led media and affiliate agency partners.
• Deep expertise across search, paid social, programmatic, video and affiliate, including audience targeting and direct response.
• Strong in acquisition economics (CAC, LTV, ROAS, payback) and modern measurement, including media mix modeling, incrementality testing and server-side tracking.
• Practical experience using automation and AI in campaign and creative work.
• Makes the business case for marketing investment to C-level executives and Finance, and works closely with brand, analytics and business partners on shared targets.
• Bachelor's degree or equivalent practical experience. Experience in domains, hosting, website builders, SaaS, or SMB digital services, multi-brand and multi-market programs, or PE-backed companies is a plus.