Responsibilities

• Develop and own the full-funnel performance marketing strategy that balances immediate DTC conversions with long-term brand equity and omnichannel lift.
• Plan and manage paid campaigns across key channels: Paid Search (Google, Bing), Paid Social (Meta, TikTok, Pinterest), Display, Programmatic, Amazon Ads, and emerging media.
• Lead top-of-funnel awareness campaigns, partnering with Creative Team & Marketing to ensure creative storytelling aligns with performance-driven targeting.
• Partner with the Creative team to brief, test, and optimize ad assets that drive conversion and engagement.
• Collaborate with Brand and eCommerce teams to align campaigns with product launches, promotions, and seasonal initiatives.
• Manage and optimize media budgets to deliver on ROAS, CAC, and LTV goals, while also tracking blended “Omni” ROAS and halo effect.
• Establish and monitor performance KPIs (CAC, ROAS, CPA, LTV, MER, etc.) to evaluate success and guide spend decisions.
• Run continuous A/B tests on targeting, landing pages, and creative to improve conversion efficiency and customer quality.
• Build dashboards and reporting frameworks in partnership with the Analytics team for real-time visibility into performance and how digital spend influences both online and offline sales.
• Identify insights and trends in consumer behavior to inform targeting and creative strategies.