Responsibilities

• Own the full-funnel, omnichannel paid media strategy; oversee the approach across prospecting, retargeting, and retention.
• Own core performance accountability KPIs- monitor CaC, LTV, and Contribution Profit Margins on DTC sales channels, including Shopify, TikTok Shop, and Amazon, monitoring pacing, diagnosing dips, and reallocating spend toward performance marketing levers.
• Collaborate with VP of Growth to manage budget allocation for pacing and forecasting by channel; handle monthly budgets by channel in addition to pacing decisions and forward-looking spend forecasts tied to revenue targets.
• Develop new customer acquisition strategies by continuously identifying new audiences, channels, offers, and funnel entry points to efficiently grow net-new customers.
• Own relationships with platform and tech partners including TikTok, Meta, Google, Amazon, Pinterest, Snapchat, and other programmatic partners, leveraging relationships for betas, support, credits, and early access to new ad products.
• Lead testing and experimentation; build a structured roadmap for creative, audiences, and landing-page tests, plus incrementality/geo-lift studies through our tech partners to prove true impact beyond platform-reported numbers.
• Partner with the Creative Strategist on persona mapping and content development, translating audience insights into briefs so that creative assets are built for each platform.
• Partner with the Video Content team to execute paid strategies across platforms; ensure video assets are produced in the right formats and iterate for each platform's specific algorithm.
• Build and lead the Paid Media team, including hiring, mentoring, managing media buyers/analysts, overseeing agency partners, and setting the standards and processes that the function runs on.
• Collaborate with the VP team (Growth, Marketing, and Brand) on measurement, attribution, and data infrastructure, effectively overseeing tracking (pixels, CAPI, server-side), attribution/MMM approach, and adaptation to privacy shifts so that MaryRuth’s decisions rest on trustworthy data.