Associate Director, Biddable Media

About the role:The Associate Director, Biddable Media is a strategic and performance-driven leader responsible for driving excellence across paid media channels, including paid search, paid social, and programmatic for healthcare and pharmaceutical clients. It is not a requirement to have equal experience or deep knowledge of all three channels in order to apply for this role, but experience to some degree across more than one channel is preferred. This role oversees the planning, activation, optimization, and performance analysis of campaigns across platforms, ensuring a cohesive, audience-first approach to biddable media.Reporting into the VP, Digital Activation, you will serve as a subject matter expert across biddable channels, balancing compliance within regulated environments with a relentless focus on performance, efficiency, and innovation.Key Responsibilities:Strategic LeadershipLead development of integrated biddable media strategies across paid search, paid social, and programmatic aligned to brand objectives and regulatory requirementsPartner with Media Strategy, Analytics, and Omnichannel teams to translate marketing goals into full-funnel, data-driven activation plansDrive channel allocation and investment strategies across search, social, and programmatic to maximize performance and efficiencyIdentify opportunities to leverage audience, intent, contextual, behavioral, and first-party data within privacy-compliant frameworksDevelop cross-channel testing roadmaps spanning search, social, display, video, CTV, and emerging formatsPlatform & Activation OversightOversee campaign activation and optimization across key platforms including:Paid Search (Google Ads, Microsoft Ads, SA360)Paid Social (Meta, LinkedIn, TikTok, endemic social platforms)Programmatic DSPs (DeepIntent, PulsePoint, The Trade Desk, DV360, Amazon DSP)Ensure best-in-class setup, structure, and execution across all channels, including keyword strategy, audience segmentation, bidding strategies, and creative deploymentGuide implementation of healthcare-specific targeting methodologies including NPI-based targeting, claims data, endemic publisher strategies, and compliant audience activationEnsure pixel implementation, conversion tracking, brand safety, viewability standards, and fraud prevention are properly executedPerformance & OptimizationEstablish and align KPIs across channels (awareness, engagement, conversions, script lift, patient starts, etc.)Lead cross-channel optimization strategies leveraging real-time data signals, including bid management, budget reallocation, audience refinement, and creative testingDrive performance improvements through search query mining, audience insights, and platform-specific optimization leversPartner with Analytics to measure impact through attribution models, incrementality testing, script lift studies, and matched market analysesTranslate performance data into clear, actionable insights and strategic recommendations for clients and internal stakeholdersTeam Growth & CollaborationManage and mentor junior activation team membersCreate operational efficiencies, documentation, and best practices for biddable workflowsPartner cross-functionally with Ad Ops, RWD, Analytics, and Strategy teamsAct as senior escalation point for platform and performance issuesInnovation & AI EnablementLeverage AI-driven optimization tools, predictive modeling, and automation features within DSPsEvaluate emerging programmatic technologies including identity solutions, contextual AI, retail health media, and clean room environmentsDrive forward-thinking solutions that improve efficiency, scale, and performance in a privacy-first ecosystemQualifications6–8+ years of experience across paid search, paid social and programmatic with significant experience in pharmaceutical or healthcare marketingNot required to have equal experience or deep knowledge across all 3 channelsDeep hands-on expertise across key platforms, such as: Google Ads, Meta, DeepIntent, Pulsepoint, etc.Strong understanding of healthcare compliance, privacy regulations, and targeting limitations within pharma mediaExperience working with HCP and DTP healthcare data partners and measurement providers, including NPI-level targeting, script lift measurement partners and healthcare attribution methodologiesProven leadership managing teams and complex client relationshipsStrong technical acumen including pixel implementation, tagging, identity frameworks, data onboarding, and programmatic supply pathsComfort leveraging AI tools and platform automation to drive smarter optimization and workflow efficiencyStrong analytical mindset with the ability to translate data into strategic recommendations