Responsibilities

• Develop and execute full-funnel media strategies across paid search, social, display, CTV, podcasts, affiliate, and emerging platforms to drive both brand awareness and DTC revenue growth.
• Own end-to-end management of paid media campaigns across Meta, Google, YouTube, TikTok, and emerging platforms, working closely with agency partners to optimize performance and scale high-impact channels.
• Lead the exploration and scaling of social commerce opportunities, including TikTok Shop, creator partnerships, and shoppable media formats to drive incremental revenue and reach new audiences.
• Strategically allocate marketing investment across channels to drive topline revenue growth while maintaining CAC efficiency and maximizing lifetime value (LTV).
• Lead creative strategy across performance channels, partnering with internal creative teams and external agencies to develop high-impact, customer-centric assets that build brand awareness while driving conversion. Ensure channel-specific learnings inform future campaigns and brand storytelling.
• Leverage data and performance insights to identify growth opportunities, measure campaign effectiveness, and optimize marketing investments. Track performance against DTC growth targets and marketing OKRs.
• Develop and execute a structured testing roadmap across channels, creative, audiences, and landing experiences to continuously improve conversion rate, CTR, CAC, and ROAS.
• Evaluate and implement new tools, platforms, and media opportunities that enhance paid performance, attribution, measurement, and customer acquisition, with a focus on emerging channels and social commerce.
• Partner with Marketing, Sales, Brand, and Operations teams to ensure paid programs support product launches, integrated campaigns, and broader brand initiatives. Work cross-functionally with Finance and leadership to align marketing investments with business objectives.