layiq

/la·yiq/adjective

worthy; deserving; fitting; suitable.

A role, opportunity, or path that merits attention, time, and pursuit.

Director, Growth & Paid Media at Aura Home Inc. | LAYIQ

Redefine Aura's media strategy: build out and lead our approach across the entire funnel of paid social (Meta + TikTok), paid search, audio/podcast, YouTube, TV/CTV, programmatic, affiliate, and emerging channels.
Own paid media strategy and budget end to end, with the autonomy to test new channels and formats that build the brand while driving efficient growth.
Own our measurement and attribution strategy, building a single source of truth that combines post-purchase survey data, efficiency, and incrementality testing so we make faster and defensible strategic allocation decisions.
Build a growth strategy that spans DTC and retail, aligning paid media, measurement, and creative with how Aura shows up in retail partners and Amazon.
Own the technical backbone and adtech: tracking, tagging, pixels, conversion APIs, and integrations across ad platforms and measurement/analytics tools, partnering with engineering and data teams as needed.
Act as a steward of the Aura brand inside performance channels, making sure creative, channel, and platform choices build brand equity and trust, not just short-term conversions.
Lead, coach, and develop the performance media and partnerships functions, setting clear goals and growth plans for channel leads.
Partner with the VP of Marketing on quarterly growth targets, CPA, and budget allocation across channels.
Build and run a testing roadmap covering creative, audience, and channel experiments, including new brand-building formats like audio and video; turn results into action quickly.
Own quarterly forecasting of paid spend, and report performance and risks to the executive team.
Partner cross-functionally with brand, product marketing, retail/e-commerce, and finance to align growth plans with the broader business.
Support Aura's expansion beyond North America, adapting channel mix, measurement, and testing frameworks for European markets and partnering closely with retail and brand teams already active there.
Evaluate, select, and manage external agency or vendor partners, including specialists in audio, podcast, and video channels, to extend team capacity.
Bring structure and clarity to a growing team, establishing planning cadences, reporting, and decision rights where they don't yet exist.
AI-first mindset with a track record of identifying, building, and deploying AI solutions (agents, workflows, automations, and copilots) that create competitive advantage and operational efficiency.

Director, Growth & Paid Media

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