• Responsible for strategic leadership, execution, and optimization of all paid media initiatives to drive customer acquisition, lead generation, and revenue growth • Oversees campaign performance across Meta, YouTube, programmatic display, and Connected TV (CTV) • Manages media planning, budget allocation, performance analytics, and creative collaboration to ensure every campaign delivers measurable value • Develops and executes paid media strategies that align with business acquisition and revenue goals • Leads, manages, and mentors the paid media team, ensuring alignment with growth, testing, and ROI objectives • Drives structured testing and optimization processes across platforms, including creative testing, bidding strategies, audience targeting, and placements • Partners with creative teams to scale the volume and performance of ad creative • Owns budget allocation, pacing, and forecasting across all paid media channels • Collaborates cross-functionally with CRM, Marketing Operations, and Compliance to ensure full-funnel campaign alignment and regulatory adherence • Evaluates campaign performance across channels and develops data-informed recommendations