Director, Marketing Investment + Effectiveness

The Director, Marketing Investment + Effectiveness is accountable for how much FES spends on marketing, and how that money is split between brand and performance. You will lead the FES marketing budget with Finance, own the annual and quarterly investment plan that goes to the SVP and executive team, and hand FanApp Growth and Brand Media + Partnerships clear budget envelopes with the return each is expected to deliver.

Once a team has its envelope, that team decides how to deploy it and drives its own paybacks. This role decides the envelopes: how big the total is, how it splits between brand and performance, and when to move money between them. It also owns the evidence behind those calls (a marketing mix model calibrated by experiments, and the FES test agenda) and the scorecard that shows whether the plan is working.

- Lead the FES marketing budget with Finance: total envelope, annual plan, quarterly phasing and the reforecast cycle.

- Own the FES investment plan presented to the SVP and executive team: how much we spend, the brand versus performance split, the expected return on each, and the risks.

- Set the brand and performance envelopes, and the return guardrails each must meet (e.g. blended CAC and payback for performance; reach, awareness and demand for brand).

- Decide in-year moves between brand and performance, using portfolio-level response curves and marginal rather than average return.

- Own the marketing mix model (in-house or vendor): design, calibration with experiments and falsification checks, as the single source of truth for the incremental return of brand and performance spend.

- Own the FES test agenda and governance: incrementality tests prioritized by budget at stake, pre-registration, power and sample size, no early looks before the registered read, decision rules (scale, hold, cut) and a shared log of results. Test cells are designed with the teams that run the media.

- Set FES metric standards (blended versus paid CAC, value windows, denominators) so the investment plan, the scorecard and team reporting all use the same reconciled numbers.

- Build and lead the team, starting with hiring the Manager, Marketing Investment + Effectiveness.

- Partner with Data Science and Analytics on cohort value models and early value signals, and on what they can and cannot support.