Director of Offline Media

Why This Role Matters at Fliff:

• As Fliff continues to scale nationally, offline media plays a critical role in:
• Expanding reach efficiently beyond digital walled gardens
• Accelerating brand awareness and trust in regulated or compliance-sensitive environments
• Driving incremental lift in app installs, engagement, and revenue
• Creating durable, defensible growth channels at scale


This role will be central to building Fliff’s next phase of growth by transforming offline media into a predictable, scalable acquisition and brand engine.

Key Responsibilities:

• Offline Media Strategy & Planning
• Own the end-to-end offline media strategy across:
• Linear TV
• OTT / CTV / Streaming TV
• Online video beyond paid social
• Terrestrial radio
• Podcast and streaming audio
• Audio sponsorships
• Out-of-home (billboards, transit, place-based, and emerging formats)
• Develop integrated media plans aligned with Fliff’s growth goals, seasonality, and product roadmap
• Balance brand-building and performance objectives with clear hypotheses and learning agendas


• Execution & Channel Ownership
• Lead campaign planning, buying, optimization, and scaling across all offline channels
• Manage external media agencies, vendors, and partners with a strong bias toward transparency and performance
• Identify and test new scalable offline channels and placements
• Lead creative process and fresh, new creative working cross-functionally in the organization


• Measurement, Attribution & Incrementality
• Own offline media measurement frameworks, including:
• Incrementality testing
• Geo-based lift studies
• MMM collaboration
• Brand lift and awareness studies
• Partner closely with Analytics, Growth, and Product teams to connect offline exposure to downstream outcomes (installs, engagement, revenue)
• Continuously improve attribution models and decision-making confidence for offline spend


• Budget & Performance Management
• Own and manage a significant offline media budget (+$30m)
• Set clear performance benchmarks and efficiency targets by channel
• Make data-driven decisions on scaling, reallocating, or pausing spend


• Cross-Functional Leadership
• Partner with Creative, Brand, Performance Marketing, and Product Marketing to ensure messaging is optimized for offline formats
• Align with Legal and Compliance teams to ensure all offline advertising meets regulatory standards
• Act as the internal subject-matter expert for offline and upper-funnel media

What Success Looks Like:

• First 30 Days
• Audit existing offline media efforts, partners, and measurement approaches
• Establish clear channel strategies, testing roadmaps, and success metrics
• Launch or refine incrementality and lift testing frameworks


• Within 6 Months
• Build a scalable, repeatable offline media engine with clear ROI signals
• Demonstrate measurable incremental impact on growth and brand metrics
• Successfully scale one or more offline channels into core growth drivers
• Become Fliff’s internal authority on offline media effectiveness

Ideal Background & Experience:

• 8–12+ years of experience in media strategy, planning, and buying
• Deep hands-on experience with TV, OTT/CTV, audio, and OOH
• Proven track record of scaling offline media in a performance-oriented environment
• Strong experience with measurement, experimentation, and incrementality
• Background in high-growth consumer, app-based, or DTC businesses strongly preferred
• Experience navigating regulated or compliance-heavy industries is a plus

Critical Competencies:

• Offline media expertise with modern, data-driven rigor
• Strong analytical and quantitative skills
• Ability to operate at both strategic and executional levels
• Comfort managing large budgets and external partners
• Excellent cross-functional communication and influence
• Bias toward testing, learning, and continuous optimization

What Makes This Role Hard (and Exciting):

• Offline attribution is imperfect — this role requires judgment, experimentation, and conviction
• Balancing brand impact with performance accountability
• Scaling channels that historically move slower than digital
• Operating in a regulated category with evolving media constraints

Benefits:

• Competitive compensation package, including base salary, benefits, and equity.
• Unlimited/Flexible paid time off.
• Health benefits, including medical, dental, vision, and generous parental leave.
• Employee-sponsored 401(k).

Perks:

• $500 work-from-home stipend + Equipment & Accessories.
• Work Remotely.
• Opportunity for professional development in a dynamic, global setting.
• A supportive, collaborative, and knowledge-driven workplace. An engaging and challenging role with the freedom to innovate and develop effective solutions.