This role owns the channel mix and budget allocation across PPC, LSA, Paid Social, YouTube, OTT, Programmatic, etc. Beyond execution, this role develops forecasts and testing roadmaps, sets CAC/CPL and marginal ROAS targets, and defines the measurement and attribution framework (GA4/GTM governance, conversion taxonomy, and incrementality). Core Responsibilities: • Strategy & Planning: Translate revenue goals into media plans, budgets, and channel allocations as well as apply seasonality/capacity pacing. • Execution & Optimization: Launch/iterate campaigns across Google/Microsoft, Meta, YouTube, OTT, Programmatic, LSA as well as run ongoing A/B tests (ads, LPs, bidding). Occasional local travel may be required.
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