Own global paid media strategy and governance for a multi-market MedTech footprint, driving budget allocation, testing, and cross-border execution.

• The Global Blueprint: Architect the multi-million dollar global paid media framework for MiniMed products across key channels (Google Search/Display, Meta, YouTube, LinkedIn, and programmatic networks).
• Audience Segmentation: Define and scale data-driven global audience taxonomies targeting both Consumers/Patients (DTC) and Endocrinologists/HCPs (B2B), ensuring compliance with healthcare data regulations.
• Media Mix Modeling (MMM): Direct global budget allocation across regions based on historical performance, market maturity, and business priorities.
• Regional Governance & Collaboration
• Strategy to Execution: Serve as the global lead, providing localized marketing teams in EMEA, APAC, and the Americas with clear playbooks, standard operating procedures, and asset frameworks.
• Cross-Border Alignment: Act as a strategic advisor to local country managers, ensuring their execution aligns with global brand guidelines while respecting local healthcare compliance norms.
• Agency Management: Oversee global media agency relationships and provide governance models for local agencies selected by regional teams.
• Financial Stewardship, Performance & Optimization
• Spend Monitoring: Manage and monitor the global paid media budget, identifying underperforming regions or channels and dynamically shifting capital to maximize ROI.
• Rigorous Testing & Optimization: Lead global A/B testing frameworks for creative, copy, and landing pages, synthesizing local learnings into global best practices.
• Attribution & Analytics: Partner with Web Analytics and Data Engineering teams to build unified global dashboards (e.g., PowerBI, Tableau), establishing standard KPIs (CAC, LTV, ROAS, CPA) across all markets.