Director, Paid Media

** Director, Paid Media*
* Preferred Travel Group

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. It 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.

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, optimisation, and performance reporting.
• Manage a multi‑million dollar media budget, pacing, and forecasting to maximise 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 (WeChat, Weibo, Douyin, Baidu), ensuring channel relevance and commercial effectiveness.
• Oversee and manage the I Prefer affiliate marketing programme, 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 programme, increasing revenue for member hotels and PTG by exploring new partnership structures and monetisation opportunities.

• Define and manage KPIs within a global measurement framework.
• Build and own the marketing mix modelling 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 optimise data feeds, tagging, and system integrations.

• Lead special projects such as cookie deprecation strategy and media innovation showcases.
• 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 programmematic 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…