Director, Paid Media and Digital Demand

About this role

Job Description:

Lead Pluralsight's entire paid media, demand generation, and email lifecycle engine—a role with real P&L responsibility and the authority to shape how we acquire, engage, and retain customers globally. You'll own strategy and execution across B2B, Brand, and B2C channels, working at the intersection of marketing, finance, sales, and analytics. This is a chance to build operational rigor around marketing spend, drive measurable pipeline and revenue impact, and develop a team that executes with precision and creativity.

Who You're Committed to Being

• A builder who simplifies complexity. You break down silos, establish clear processes, and make operations feel effortless, not bureaucratic. You thrive when things are messy and leave them clean.

• Data-driven and commercially minded. You speak the language of budget, ROI, and revenue impact. You're equally comfortable optimizing a campaign and forecasting spend with Finance. Numbers tell stories you believe in.

• A leadership multiplier. You develop people and delegate thoughtfully. You set clear expectations, give straight feedback, and build bench strength. High performers want to work for you because you invest in their growth.

• A strategic partner, not a vendor. You influence without authority. You collaborate cross-functionally, listen hard, make recommendations with conviction, and move decisively even when there's disagreement or uncertainty.

• Relentlessly curious and adaptive. You stay current with channel evolution, measurement best practices, and emerging tools. You experiment, learn from failure, and help your team do the same.

What You'll Do

• Own the paid media strategy and optimization engine across B2B demand gen, ABM, brand, and B2C—translating business objectives into channel mix, audience strategy, and investment decisions. You'll establish performance benchmarks, measurement frameworks, and reporting cadences that drive continuous improvement.

• Lead and develop the media agency partnership as the primary strategic owner. You'll set priorities, manage delivery, run quarterly business reviews, and ensure the relationship evolves to meet Pluralsight's changing needs. Think day-to-day leadership, not just vendor oversight.

• Build the digital demand generation operating model—owning campaign planning and orchestration across paid, owned, and earned channels within key GTM motions: field programs, events, ABM initiatives, product launches, and integrated campaigns. You'll partner with Portfolio Marketing, Revenue Marketing, Sales, and GTM leaders to translate strategic priorities into campaigns that deliver measurable pipeline, bookings, and engagement impact.

• Own email marketing and lifecycle programs with distinct accountability across acquisition, nurture, customer retention, adoption, and expansion. You'll design behavioral journeys, partner with Marketing Operations to build automated triggers and segmentation strategies, and establish KPIs that connect email engagement, conversion, retention, and influenced revenue to business outcomes. This includes optimizing customer adoption and cross-sell opportunities through targeted lifecycle programs.

• Execute B2C growth and promotional strategy, owning acquisition, retention, and expansion programs in partnership with Portfolio Marketing and B2C teams. You'll evaluate promotional effectiveness, optimize customer acquisition strategies, and ensure campaigns drive measurable customer impact alongside pipeline contribution.

• Partner across the marketing ecosystem to align paid media and demand gen strategy with business priorities. You'll collaborate closely with Revenue Marketing, Portfolio Marketing, Content Marketing, Sales, Customer Success, and GTM leaders. Partner with creative and audience teams to ensure messaging and media execution are aligned and optimized. Activate integrated digital campaigns supporting acquisition, expansion, customer marketing, and strategic account programs. Develop scalable digital playbooks that can be deployed across segments, industries, regions, and solution campaigns. Use performance insights to influence campaign strategy, investment decisions, and future growth opportunities.

• Establish financial rigor and operational excellence around media spend, budget management, forecasting, pacing, and reconciliation. You'll own executive-level performance reporting, create decision-ready narratives that connect results to goals and identify risks/tradeoffs, and ensure spend aligns with business priorities. You'll also drive improvements to invoicing workflows, approvals, and financial tracking.

Experience You'll Bring

• 10+ years in paid media, growth marketing, or performance marketing with proven ownership of both strategy and execution in B2B and B2C environments. You've led campaigns from conception through optimization.

• Agency leadership experience. You've managed and scaled a media agency relationship: setting priorities, managing scopes, optimizing execution, and driving business reviews. You know how to partner effectively without getting in the weeds.

• Deep platform expertise across Google, Meta, LinkedIn, programmatic/CTV, and YouTube. You understand nuance by channel and know modern measurement approaches (attribution modeling, incrementality testing).

• Team building and people leadership. You've built teams from scratch or turned around underperforming ones. You set goals, coach for growth, manage performance, and create psychological safety for experimentation and honest feedback.

• Financial fluency and operational strength. You've owned meaningful budgets, built forecasting and pacing models, and translated performance into executive narratives. You're comfortable with governance, approvals, and reconciliation.

• Cross-functional maturity in matrixed orgs. You've partnered with Demand Gen, Field, Events, Analytics, Finance, and Creative teams. You influence without authority and thrive…