Director, Paid Media

The Director, Paid Media is a strategic and hands‑on leader responsible for developing and executing a holistic, full‑funnel paid media strategy across Preferred Travel Group’s (PTG) global portfolio of 650+ independent luxury hotels. This role drives brand affinity, bookings, and incremental revenue through performance marketing and integrated media planning, while ensuring alignment with broader commercial objectives. This position supports Preferred Hotels & Resorts, Beyond Green, and the I Prefer Hotel Rewards loyalty program, delivering paid media strategies that elevate brand visibility, loyalty engagement, and direct channel performance.

This role must operate as a hands‑on strategist, executor, and analyst.

You will report to the Vice President, Digital Strategy & Innovation. The Director leads external agency partners to deliver measurable outcomes across digital and traditional media channels, and collaborates cross‑functionally with Brand Creative, Portfolio Marketing, Loyalty Marketing, and Partnerships.

• Develop and evolve a global full‑funnel, multi‑channel media strategy aligned with commercial goals and marketing objectives.
• Identify growth opportunities and innovation in paid media, leveraging insights, market research, and incrementality studies.
• Partner with commercial and marketing leaders to support ancillary campaigns and ensure paid media integration across initiatives.
• Convey media strategies, rationale and results to senior leadership to gain support and understanding of a sophisticated media program.

• Oversee end‑to‑end campaign execution including briefing, optimization, and performance reporting.
• Manage a multi‑million dollar media budget, pacing, and forecasting to maximize ROI and ROMI.
• Ensure campaigns are delivered on time, meet quality and brand standards, and align with business objectives.
• Collaborate with creative teams and agencies to produce high‑performing ad formats across display, paid search, social, native, and video.
• Develop and adapt paid media strategies for international markets, with a particular focus on China’s unique digital ecosystem (e.g., WeChat, Weibo, Douyin, Baidu), ensuring channel relevance and commercial effectiveness.
• Oversee and manage the I Prefer affiliate marketing program, ensuring alignment with overall media strategy and driving incremental growth through strategic partnerships.
• Lead relationships with global media agencies and ensure best‑in‑class service and delivery.
• Maintain partnerships with key media vendors, participating in alpha/beta tests and joint business plans.
• Activate a test‑and‑learn roadmap across all major media platforms.
• Own the commercial model for PTG’s metasearch program, increasing revenue for member hotels and PTG by exploring new partnership structures and monetization opportunities.

• Define and manage KPIs within a global measurement framework.
• Build and own the marketing mix modeling framework to evaluate channel effectiveness and inform budget allocation decisions.
• Enhance reporting formats and stakeholder deliverables to improve transparency and decision‑making.
• Collaborate with global teams to optimize data feeds, tagging, and system integrations.

• Develop case studies and award entries to highlight paid media success and innovation.
• Regularly present updates and insights to senior stakeholders through written and live communications.

• Minimum 7‑10 years of experience in media strategy, planning, and buying, ideally within hospitality, travel, or consumer services.
• Bachelor’s degree in marketing, advertising, or related field.
• Proven expertise in Meta, Google, and other performance media platforms.
• Familiarity with AI applications in digital media, including programmatic advertising, predictive analytics, and generative creative tools.
• Strong analytical mindset focused on ROI and ROMI.
• Experience managing multi‑channel campaigns and significant media budgets.
• Ability to craft and present executive‑level narratives that connect media outcomes to business impact.
• Proficiency in media…