Responsibilities

• Paid Media Strategy & Execution — Own all paid channels: Search; Paid Social; Display / Programmatic; Review sites; Retargeting; Emerging platforms.
• Apply a B2C growth lens: High-volume creative testing; Micro-segmented audiences; Fast, iterative experimentation; Continuous message and offer variation; Manage multi-million-dollar budgets with discipline while enabling smart, rapid testing; Build channel playbooks and standards that raise execution quality across the organization.
• Experimentation & Testing Velocity — Build a central experimentation engine for Paid Media; Define clear processes for: Hypothesis creation; Test design; QA & launch; Rapid measurement; Scale-or-kill decisions; Increase testing velocity across creative, landing pages, audiences, offers, and channels; Reduce friction by introducing templates, modular workflows, and streamlined approvals; Champion the use of GenAI (e.g., Claude, ChatGPT, and other emerging tools) to transform paid media execution—enabling personalization at scale, rapid creative iteration, and AI-augmented decision-making; Pioneer new AI-driven strategies across targeting, messaging, platform management, and optimization to increase velocity, efficiency, and channel performance.
• Paid Media Frameworks — Create and maintain the operating model for paid media execution: Campaign templates; QA checklists; Naming/taxonomy standards; Routing & setup guidelines; Bring consistency and quality across segments, regions, and teams; Lead enablement for channel managers; equip them with the tools to execute with “consumer-grade” speed and quality