Responsibilities

• Campaign Strategy & Execution Develop and execute full-funnel performance marketing strategies for digital marketing aligned with business objectives
• Own end-to-end management of multi-million dollar media budgets on paid digital campaigns across programmatic, SEM, paid social, and affiliate channels
• Conduct in-depth analysis of campaign metrics, audience behavior, and conversion paths to inform strategic optimizations and budget reallocation decisions to maximize efficiency and ROI.
• Ensure all campaigns comply with platform policies and legal/industry regulations
• Digital Marketing Platform Expertise Serve as the internal subject matter expert on core digital marketing platforms including Google Ads, Meta Ads Manager, GA4, Stackadapt, and emerging ad tech tools
• Lead platform onboarding, configuration, and governance to ensure proper tracking, tagging, and data integrity across all tools
• Evaluate and recommend new platforms and technologies to enhance campaign performance and operational efficiency
• Maintain up-to-date knowledge of platform algorithm changes, policy updates, and new feature releases — translating them into actionable strategy adjustments
• Oversee pixel/tag management in collaboration with web and analytics teams (e.g., Google Tag Manager, Meta Pixel, etc.)
• Champion the adoption of automation and AI-driven features within platforms (e.g., Smart Bidding, Advantage+, Performance Max) while maintaining performance accountability
• Analytics & Optimization Monitor, analyze, and report on KPIs including CPA, ROAS, CVR, and revenue contribution
• Design and optimize testing framework for all digital marketing, including tests across audiences, creatives, landings, as well as avenues like Affiliate marketing.
• Conduct A/B and multivariate testing on ads, landing pages, and audience segments
• Leverage data insights to continuously optimize campaign performance and budget allocation
• Present performance strategic recommendations and insights to key stakeholders
• Vendor & Agency Relationship Management Own and manage relationships with external media vendors, ad tech providers, and platform representatives (Google, Meta, Stackadapt, etc.)
• Lead vendor evaluation, selection, and onboarding processes including RFP development, contract negotiation, and SLA management
• Establish clear performance expectations and hold vendors accountable through regular QBRs (Quarterly Business Reviews) and performance scorecards
• Collaborate with procurement and legal teams to ensure vendor contracts align with company standards and compliance requirements
• Identify opportunities to consolidate, optimize, or expand vendor partnerships to drive greater value and efficiency
• Serve as the primary point of contact for escalations, platform support issues, and strategic vendor discussions
• Cross-Functional Collaboration Collaborate with other performance marketers to ensure cohesive strategy and best in class execution
• Partner with creative teams to develop high-performing ad assets and messaging
• Collaborate with the analytics team to optimize attribution models and reporting dashboards
• Work closely with UX to optimize landing page experiences and conversion funnels
• Growth & Innovation Identify and test emerging channels, platforms, and technologies to expand reach and performance
• Stay ahead of industry trends, platform updates, and competitive landscape shifts
• Lead experimentation roadmap to drive continuous improvement