Director of Digital Strategy
Description Vi is the market-leading Enterprise-AI platform for health, serving some of the world's largest health organizations-from Fortune 500 healthcare providers to pharma and consumer brands-helping them maximize acquisition, enrollment, engagement, retention, and health outcomes. Vi's platform is backed by $125M+ in R&D, serving over 175 million members daily and growing. We operate across New York, Austin, Nashville, and Tel Aviv. We are seeking a highly strategic and performance-driven Director of Digital Strategy to lead our paid social media initiatives across platforms, with a primary focus on Meta (Facebook/Instagram). This senior-level role will oversee the planning, execution, optimization, and analysis of social ad campaigns to drive measurable business outcomes. The ideal candidate brings deep expertise in digital advertising, proven experience within a digital agency environment, and a strong track record of scaling performance campaigns across multiple verticals.
Responsibilities
- Work with CP and deployment teams to execute paid social strategies across Meta, TikTok, LinkedIn, X, Pinterest, and emerging platforms.
- Lead and manage a team of paid social strategists, ensuring campaigns meet performance benchmarks and budget allocations.
- Develop media plans rooted in performance metrics (ROAS, CPA, CPM, CAC, LTV) and audience insights.
- Oversee paid media budgeting, working closely with CP/account teams to establish client-specific budgets, recommend adjustments based on performance, and reallocate spend to maximize ROI.
- Work cross-functionally with creative, analytics, and client/account teams to align goals and deliver results.
- Manage testing frameworks including A/B, creative rotation, and audience segmentation strategies.
- Oversee platform integrations and pixel tracking, conversion API setups, and offline event tracking.
- Produce and present detailed reporting, translating campaign data into actionable insights for internal stakeholders and clients.
- Stay on top of algorithm changes, platform updates, and social media advertising trends to maintain competitive advantage.
- Support business development and pitch efforts with performance insights and strategic input when needed.
Requirements
- 7+ years of digital marketing experience, with 5+ years focused specifically on paid social media.
- 3+ years of experience in a digital agency environment, leading client accounts or internal brands.
- Deep expertise in Meta Ads Manager, with advanced proficiency in campaign setup, optimization, and audience targeting.
- Strong understanding of tracking methodologies (pixels, UTMs, conversion APIs) and analytics platforms (Google Analytics, Meta Events Manager, etc.).
- Proven success managing 6- to 7-figure media budgets with performance accountability.
- Data-driven mindset with strong analytical and Excel/Google Sheets skills.
- Experience managing or mentoring a team is preferred.
- Bachelor's degree in marketing, Business, or related field; advanced degree is a plus.
Advantages
- Experience with retail/eCommerce, health & wellness, Pharma, Biomedical and DTC brands.
- Familiarity with creative testing frameworks and understanding of performance creative best practices.
- Strong presentation skills with ability to communicate campaign performance to executive and non-technical audiences.
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