Responsibilities

• Own end-to-end management of paid digital channels, including Meta, YouTube, TikTok, Google Display, and native platforms such as Taboola and Outbrain
• Build, launch, and manage campaigns across full-funnel objectives — from awareness and consideration through conversion and retention
• Develop channel-specific strategies tailored to platform behavior, audience intent, and creative format best practices
• Stay current on platform updates, beta features, and emerging ad formats, and proactively bring new opportunities to the team
• Continuously monitor and analyze performance data, including CPC, CPL, ROAS, conversion rates, and incrementality, to identify opportunities and anomalies
• Own campaign optimization cycles — adjusting bids, budgets, audience targeting, creative rotations, and placements based on data-driven insights
• Build and maintain dashboards and reporting cadences that surface meaningful trends, not just vanity metrics
• Conduct A/B and multivariate tests across audiences, creatives, copy, and landing pages; document learnings and apply them systematically
• Manage daily pacing and budget allocation across channels to maximize return and hit monthly spend and efficiency targets
• Recommend shifts in channel mix based on performance signals, seasonality, and broader business priorities
• Partner with finance and leadership to forecast spend, model scenarios, and report on pacing vs. plan
• Identify and test new platforms, audiences, and media formats to diversify acquisition sources and reduce dependency on any single channel
• Partner with the creative team to brief, evaluate, and iterate on ad creative — providing performance feedback and clear direction on what to test next
• Collaborate with analytics and data engineering to ensure proper tracking, attribution, and measurement across all channels (including Conversions API and pixel health)
• Work with compliance to ensure all ad content and targeting meet regulatory requirements, particularly in highly regulated verticals
• Contribute to cross-channel strategy discussions and share insights that inform organic, email, and other growth initiatives