Responsibilities

• Lead integrated growth marketing strategy across Paid Social, Paid Search/Shopping, CTV/OTT, Affiliate/Partnerships, brand media, and test channels
• Own the channel plan and media investment strategy for evergreen acquisition, product launches, promotional moments, seasonal campaigns, brand campaigns, and audience expansion
• Set goals by channel, campaign, consumer segment, product/category, and funnel stage, with a focus on new customer growth, incremental revenue, CAC/nCAC, ROAS/MER, payback, LTV:CAC, contribution margin, and media efficiency
• Allocate budgets across demand capture, paid social prospecting, retargeting, upper/mid-funnel demand creation, affiliate, CTV/OTT, and emerging media opportunities
• Drive platform-level rigor across campaign structure, bidding, targeting, audiences, product feeds, budget pacing, tracking, launch readiness, QA, and optimization cadence
• Partner with Finance and Analytics on forecasts, scenario models, incrementality guardrails, and investment recommendations that balance scale, profitability, and long-term customer quality
• Lead paid media creative strategy and briefing across paid social, paid search/shopping, CTV/OTT, affiliate, and brand media campaigns
• Translate business priorities, audience insights, product/category focus, and channel learnings into briefs that internal teams and agency partners can execute against
• Build a creative learning agenda across hooks, claims, value propositions, creator/UGC concepts, formats, offers, messaging angles, and customer objections
• Evaluate and test channels and tactics such as YouTube, TikTok, retail media, marketplace advertising, podcasts/audio, social commerce, and AI-enabled media or creative tools