Responsibilities - Own paid strategy and day-to-day operations across paid search (Google and Bing), affiliate, paid social, influencer, and app marketing - Plan, launch, and optimize paid search campaigns across Google's full suite (Search, PMax, Demand Gen, YouTube, Display) and Microsoft Ads - Manage budgets and pacing daily, run structured tests on keywords, bidding, audiences, and landing pages, and make evidence-based decisions on what to scale or cut - Own our in-house affiliate program in Impact end-to-end: activate and grow our partner base, recruit and onboard affiliates, negotiate commission structures, and manage budget tracking and reporting - Run and optimize paid social across Meta, TikTok, Reddit, and others, collaborate with creative teams, write ad copy where needed - Build out our influencer program: source, vet, contract creators, manage briefs and approvals, ensure FTC disclosure and policy compliance - Drive app acquisition across Apple Search Ads, Google App campaigns, and other platforms, supported by measurement stack - Build and leverage AI-powered workflows to accelerate campaign research, analysis, reporting, and optimization - Develop repeatable, partially-automated workflows for keyword expansion, search query mining, competitor research, creative analysis, affiliate prospecting, influencer discovery, campaign QA, and reporting - Set a structured testing roadmap for audiences, offers, creative, placements, and landing pages; maintain pixels/UTMs/naming; launch and optimize campaigns; run A/B and incrementality tests - Turn performance insights into clear creative briefs; refresh ad assets with internal teams and creators - Build pragmatic reporting in GA4 and BI tools; collaborate with data team on attribution and MMM concepts - Work with Lifecycle and CRM on retargeting and promo alignment - Partner cross-functionally with Legal, Product, and other teams; document plans, results, and learnings; maintain living playbooks