Drive paid media strategy for two brands with hands-on channel work and formal test plans.

• Own the paid media strategy for YYC! Nutrition and YYC! Medical across Meta, Google, CTV, and emerging channels with agency partner collaboration.
• Hands-on in Meta Ads Manager and Google Ads—build campaigns, pull audiences, analyze performance, and optimize.
• Set channel/campaign targets for CAC, CPL, CVR, and ROAS, differentiated by brand economics.
• Own budget allocation recommendations with weekly/monthly performance accountability to the CMO.
• Build and maintain a formal test-and-learn roadmap with hypotheses, success metrics, and decision rules.
• Move beyond single-element testing to structured experiments with clear duration, KPI, and next steps.
• Prioritize testing across creative format, audience, funnel stage, landing page, and offer with learnings tracked.
• Proactively identify underperforming areas and design tests to address them.
• Serve as day-to-day owner of agency relationship with KPI accountability and test-and-learn reviews.
• Brief creative requirements to internal teams and external UGC producers based on data and hypotheses.