• Own full-funnel execution within Google Ads (Search, Performance Max, YouTube) and Microsoft Ads. • Design and maintain disciplined account structures with intentional segmentation and query governance. • Execute structured testing across bidding models, creative, audience layering, and landing page alignment. • Actively manage brand and non-brand investment mix to optimize marginal return. • Maintain tight budget pacing and real-time optimization discipline. • Ensure tracking integrity, automation governance, and platform hygiene. • Own in-platform execution within Meta as the primary paid social channel. • Build scalable campaign architectures aligned to prospecting and retargeting objectives in both D2C and partner marketing • Develop and execute structured creative testing frameworks. • Continuously optimize audience strategy, signal quality, and event prioritization. • Support disciplined testing into additional paid social environments when justified by performance potential. • Execute incrementality testing, lift studies, and structured A/B experiments in partnership with Analytics. • Translate strategic hypotheses into clear, measurable test plans. • Participate in disciplined evaluation of programmatic, native, upper-funnel video, and emerging AI-native advertising environments as performance pathways become viable. • Document insights and apply learnings to improve future execution. • Socialize learnings across cross-functional marketing stakeholders to influence strategy and improve performance. • Translate CAC, LTV, and contribution margin targets into executable media plans for D2C and partner marketing • Provide informed inputs into forecasting and scenario modeling. • Partner with Marketing Operations to ensure attribution integrity and clean data flows. • Deliver performance reporting that connects channel activity directly to revenue impact • Proactively identify optimization opportunities before performance degrades.