Responsibilities

• Own the top-down quantitative view of all paid media. Use Media Mix Modeling (MMM) and incrementality testing to directly inform three decisions the executive team cares about: how we allocate budget across channels and funnel stages, how we forecast pipeline quality and volume, and how marketing feeds into revenue planning
• Design an attribution approach that combines MMM, lift studies, geo-holdouts, and platform-level tests into a defensible, multi-layered view and make the measurement case for upper-funnel investment in programmatic, YouTube, and brand
• Partner with Data Science to translate business goals into data requirements, and turn models into actions the paid media team executes against
• Own Google strategy as our primary growth channel: intent segmentation, the Performance Max / Search / manual tradeoff, and feeding LTV and offline conversion signals back into Smart Bidding. Scale without eroding lead quality.
• Orchestrate full-funnel strategy across Google, Meta, YouTube, Microsoft Ads, and programmatic (StackAdapt, The Trade Desk, or similar). Develop retargeting and lead-nurture for high-intent travelers who don't convert on first touch, and lead landing-page and lead-flow CRO in partnership with product
• Build a structured experimentation pipeline where every test (creative, audience, landing page, channel, bid strategy) is logged, measured against a pre-registered hypothesis, and tied to a downstream investment decision. The goal is a system, not a backlog of one-off tests
• Lead our growth team of 4-6. Set the analytical guardrails for the team's day-to-day platform decisions; you should be able to review a campaign audit, a bidding strategy, or an experiment readout and know whether the rationale holds up
• Define success not just as hitting performance targets but as elevating specialists into strategic operators: people who can own a P&L-adjacent decision, defend it with data, and connect their channel work to company outcomes
• Partner with Creative, Content, Brand, Product, Data, and Operations to improve creative performance, lead quality, and traveler-specialist matching