Director, Paid Media

What you will do

We are looking for an innovative, collaborative leader to join our Marketing team as Director, Paid Media. This role will lead and evolve Cineplex's enterprise paid media and advertising function, driving integrated media strategy, audience growth, customer acquisition, and revenue performance across Cineplex, The Rec Room, Playdium, and third-party advertising partnerships via Sales clients and Studio partners.

The Director, Paid Media owns the strategic direction, operational excellence, and performance outcomes of the in-house paid media department, overseeing enterprise-wide B2B and B2C media investments while maximizing the value of Cineplex's first-party data assets. Leading a high-performing team of media strategists, planners, buyers, and analysts responsible for delivering full-funnel marketing effectiveness, measurable business results, and scalable advertising capabilities.

Beginning in Q4 2026, the scope of the role expands to include ownership of third-party digital advertising operations and strategy, directly supporting Sales in achieving annual programmatic advertising revenue target through audience monetization and strategic advertising partnerships.

This is a hybrid position (3 days in the office per week). Office location is 1303 Yonge Street, Toronto.

Key Responsibilities

Enterprise Media Strategy & Business Growth

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Lead the enterprise paid media strategy in alignment with business and revenue goals.

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Develop and execute integrated full-funnel media strategies across paid search, paid social, programmatic, display, video, traditional media, and emerging channels.

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Drive customer acquisition, retention, engagement, and revenue growth through data-driven media investment strategies.

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Identify new opportunities for growth, audience expansion and media innovation

Performance Marketing, Measurement & Analytics

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Own paid media performance and delivery against KPIs.

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Develop measurement frameworks leveraging attribution, media mix modeling (MMM), incrementality testing, audience analytics, and forecasting methodologies.

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Translate complex data into actionable insights and executive-level recommendations

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Establish reporting standards and performance governance frameworks

Revenue, Budget & Operational Management

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Manage multi-million-dollar media budgets across enterprise marketing initiatives and third-party advertising programs.

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Partner with executive leadership to align media investments with corporate growth and financial objectives.

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Oversee forecasting, budget allocation, vendor management, and financial stewardship of media investments.

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Develop scalable operating models, governance structures, and best practices to support marketing and advertising revenue objectives.

Advertising Technology, Data & Innovation

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Lead the evolution of Cineplex's paid media audience strategy, data-driven advertising capabilities and software/platform requirements.

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Evaluate and implement emerging technologies, automation and AI optimization tools.

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Drive monetization strategies leveraging first-party audience data and programmatic advertising solutions for third party ad buys (Sales clients and Studio partners).

Requirements

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Undergraduate degree in Business, Marketing, Communications, and/or Media

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10+ years of progressive experience leading paid media, performance marketing, and audience growth initiatives within complex, multi-channel organizations.

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6+ years of leadership experience managing and developing high-performing teams.

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Demonstrated success managing large-scale media investments and delivering measurable business results.

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Expertise across paid search, social, programmatic, display, video, DSPs, ad-serving technologies, and marketing technology ecosystems.

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Advanced analytical capabilities with experience developing measurement frameworks, forecasting models, attribution methodologies, and performance optimization strategies.

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Strong communication with experience developing and presenting strategic recommendations and performance insights to senior leadership and executives.

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Demonstrated success managing cross functional stakeholders including agency, technology, and media partner relationships.

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Strong financial acumen, including budget management, forecasting, investment planning, and ROI optimization.

Inclusion & Diversity

Cineplex, its subsidiaries, and affiliates are equal opportunity employers with a commitment to hiring and retaining a diverse workforce. We encourage and welcome applications from all intersectional walks of life. The collective sum of our individual differences, experiences, knowledge, innovation, self-expression, unique capabilities, and talent represents a significant part of our culture. By valuing a diverse workforce, we enforce hiring practices that are fair and equitable.

Accessibility

We are committed to improving access and opportunities for all individuals, including those with disabilities by identifying and removing barriers that may prevent, inhibit, or restrict their access to employment opportunities. If you require accommodation at any stage of our hiring process (application, interviews, assessments, and placement), please contact us at 416-323-6600 or via email at jobs@cineplex.com.

Use of AI

We use AI-assisted tools to help us review applications and support parts of the recruitment process. However, every application is reviewed by our HR team, and all hiring decisions are made by our people, not by AI.

This position is a current vacancy and is being actively recruited to fill an existing role within the organization.

While we appreciate all interest, only those candidates selected for an interview will be contacted.…