Responsibilities

• Enterprise Paid Media Strategy & Investment
• Define and lead annual and long-range paid media strategies across Express and Bonobos.
• Own paid media budget allocation and channel mix decisions to maximize revenue, contribution margin, and lifetime value.
• Develop scalable investment frameworks that balance new customer acquisition with retention and reactivation.
• Establish clear guardrails for CAC, ROAS, LTV:CAC, incrementality, and payback periods.
• Customer File Growth & Acquisition
• Develop and execute strategies that significantly expand the new customer file across both brands.
• Partner with Customer Marketing & Strategy to ensure paid acquisition aligns with lifecycle, loyalty, and CRM efforts.
• Identify and scale high-quality audience segments that drive long-term value, not just short-term volume.
• Performance Optimization & Analytics
• Oversee rigorous measurement frameworks across ROI, CPA, ROAS, CAC, incrementality, and contribution margin.
• Partner with Analytics and Decision Science teams to evolve attribution, incrementality testing, and media modeling.
• Continuously test, learn, and scale across creative, audience targeting, bidding strategies, and channel expansion.
• Deliver executive-ready reporting and forward-looking performance insights.
• Channel Leadership & Media Ecosystem
• Oversee all paid channels including Paid Search (SEM), Paid Social, Display, Programmatic, Affiliate, Influencer Performance, and emerging platforms.
• Evaluate and expand into new channels or formats that drive competitive advantage.
• Own agency partnerships and vendor relationships, ensuring accountability, innovation, and performance discipline.
• Guide in-house vs. agency structure decisions to maximize agility and expertise.