Responsibilities - Own full-funnel paid media strategy and performance, with accountability for awareness, lead generation, and conversion outcomes - Lead upper-funnel media planning for IQOS, including channel mix, audience strategy, and media partnerships to drive awareness and consideration - Manage lower-funnel performance marketing, optimizing campaigns to maximize qualified leads, conversions, and ROAS. Must show impact to the business. - Oversee execution across key channels including paid search, paid social, programmatic, and digital partnerships, ensuring alignment with funnel objectives - Define and evolve audience targeting and segmentation strategies using first- and third-party data to improve reach and efficiency across the funnel - Establish and track KPIs across the funnel (e.g., reach, engagement, CPA, ROAS), and connect upper-funnel performance to downstream conversion impact - Analyze campaign performance and translate insights into clear, actionable optimization strategies and business impact narratives - Develop and execute testing roadmaps (creative, targeting, channel mix, bidding) to drive continuous improvement and incremental growth - Partner with analytics teams to ensure robust measurement frameworks, including attribution and incrementality approaches - Collaborate cross-functionally with brand, CX, and agency partners to align media strategy, messaging, and conversion experience - Manage budgets, forecasts, and pacing to maximize return on media investment and business impact - Drive integrated full-funnel planning, ensuring upper-funnel investments improve lower-funnel efficiency and overall performance - Optimizing channel mix, bidding, and audiences to increase conversion value and incremental revenue - Refine targeting and creative to increase high-intent traffic and downstream conversion rates, not just volume - Mentor junior team members and reinforce best practices in data-driven media strategy and execution