Lead media strategy for consumer and patient campaigns, establishing media goals, channel roles, and investment approach, while guiding tactical considerations in partnership with media agency. Drive translating business objectives into actionable media strategies and executional plans, providing clear strategic direction and guardrails while leveraging agency expertise, tools, and platforms. Oversee campaign activation, ensuring plans are delivered in line with strategic intent and business priorities. Lead ongoing optimization discussions, providing final decision-making on key investment shifts and in-flight adjustments. Continuously evaluate and evolve media plans based on performance insights, business shifts, and opportunities surfaced through agency and internal teams. Build strong, trust-based relationships with cross-functional partners across the THV business unit through consistent collaboration and media expertise. Serve as a strategic advisor to marketing stakeholders, translating business priorities into clear media direction and recommendations. Provide guidance on tradeoffs, priorities, and investment strategies to ensure alignment with business goals. Contribute to the development of media POVs and best practices, informed by campaign learnings and agency insights. Champion a test-and-learn approach, supporting clear hypotheses, measurement frameworks, and decision-making on scaling successful initiatives. Support development and refinement of audience segmentation, sizing, and targeting strategies grounded in business objectives and available data. Partner with agency to translate audience frameworks into actionable, platform-ready targeting approaches. Ensure audience strategies are consistently applied across channels and campaigns. Contribute to channel selection and investment allocation decisions based on audience insights, objectives, and performance trends. Identify opportunities to expand reach, improve targeting precision, and unlock new audience growth segments. Oversee in-market campaign performance and partner with agency on optimization strategies. Monitor budget pacing, delivery, and performance to ensure plans deliver in full and meet KPIs. Identify opportunities to improve efficiency and effectiveness throughout the campaign lifecycle. Support implementation of measurement frameworks aligned to business and audience objectives in close collaboration with ELS THV Analytics team. Analyze campaign leading and lagging performance indicators and synthesize insights into clear, actionable recommendations.