Responsibilities

• Develop, manage, and optimize campaigns across offline media channels, including linear TV, CTV/OTT, radio, podcasts, direct mail, to maximize return on ad spend (ROAS) and cost-per-acquisition (CPA) targets.
• Own the end-to-end campaign lifecycle for offline channels: strategy, media planning, measurement, and optimization.
• Continually identify and design test-and-learn experiments (A/B tests, station mix, geo-lift studies, holdout tests, incrementality analyses) to improve spend efficiency and prove channel effectiveness.
• Monitor and analyze campaign performance, delivery pacing, and profitability on an ongoing basis; develop actionable insights and present recommendations, including data-driven decisions on station/network mix optimization and audience segment targeting.
• Analyze campaign and channel-level data to build comprehensive performance reports that demonstrate impact, conversions, and attribution across multiple metrics; including lift insights, media mix contribution, cost-per-acquisition, reach/frequency, brand awareness, and cross-channel influence.
• Collaborate with the Creative and Content teams to develop compelling scripts, ad creative, direct mail pieces, and audio/video assets tailored to each offline channel.
• Stay well-informed of the latest trends, technologies, and best practices in offline and emerging media (e.g., programmatic TV/CTV, addressable TV, dynamic audio, personalized direct mail) and make insightful business decisions based on a deep understanding of the landscape.