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

Requirements

• 8+ years of experience in paid media or performance marketing, with exposure to full-funnel strategy and execution
• Strong expertise in paid search (required), with proven ability to drive measurable outcomes (leads, sales, ROAS)
• Experience across paid social, programmatic, and digital media channels; familiarity with partnerships or high-impact placements is a plus
• Demonstrated experience developing upper- and full-funnel media strategies, including audience planning, channel selection, and investment allocation
• Strong understanding of media planning principles (reach, frequency, audience scaling) and how they connect to performance outcomes
• Experience with measurement and analytics, including attribution, incrementality, or brand lift approaches
• Ability to translate data into clear insights and strategic recommendations that influence investment decisions
• Experience managing budgets, forecasts, and performance reporting against business KPIs
• Understanding of how upper-, mid-, and lower-funnel media interact to drive pipeline quality and revenue
• Strong communication and stakeholder management skills, with experience working across cross-functional teams and multiple brands
• Experience in regulated categories or complex marketing environments is a plus
• Able to work in the US now and in the future without sponsorship

Preferred

• Experience across paid social, programmatic, and digital media channels; familiarity with partnerships or high-impact placements is a plus