Responsibilities

• Lead development of integrated biddable media strategies across paid search, paid social, and programmatic aligned to brand objectives and regulatory requirements
• Partner with Media Strategy, Analytics, and Omnichannel teams to translate marketing goals into full-funnel, data-driven activation plans
• Drive channel allocation and investment strategies across search, social, and programmatic to maximize performance and efficiency
• Identify opportunities to leverage audience, intent, contextual, behavioral, and first-party data within privacy-compliant frameworks
• Develop cross-channel testing roadmaps spanning search, social, display, video, CTV, and emerging formats
• Oversee campaign activation and optimization across key platforms including:
• Paid Search (Google Ads, Microsoft Ads, SA360)
• Paid Social (Meta, LinkedIn, TikTok, endemic social platforms)
• Programmatic DSPs (DeepIntent, PulsePoint, The Trade Desk, DV360, Amazon DSP)
• Ensure best-in-class setup, structure, and execution across all channels, including keyword strategy, audience segmentation, bidding strategies, and creative deployment
• Guide implementation of healthcare-specific targeting methodologies including NPI-based targeting, claims data, endemic publisher strategies, and compliant audience activation
• Ensure pixel implementation, conversion tracking, brand safety, viewability standards, and fraud prevention are properly executed
• Establish and align KPIs across channels (awareness, engagement, conversions, script lift, patient starts, etc.)
• Lead cross-channel optimization strategies leveraging real-time data signals, including bid management, budget reallocation, audience refinement, and creative testing
• Drive performance improvements through search query mining, audience insights, and platform-specific optimization levers
• Partner with Analytics to measure impact through attribution models, incrementality testing, script lift studies, and matched market analyses
• Translate performance data into clear, actionable insights and strategic recommendations for clients and internal stakeholders
• Manage and mentor junior activation team members
• Create operational efficiencies, documentation, and best practices for biddable workflows
• Partner cross-functionally with Ad Ops, RWD, Analytics, and Strategy teams