• Partner with growth marketing, creative, and digital to align paid campaign channels, tactics, and measurement goals with company growth objectives. • Work with our agency partner and audience leads to develop and launch paid media campaigns across platforms like Google Ads (Search, Display, YouTube), Microsoft Ads, Meta (Facebook/Instagram), LinkedIn, TikTok, X, and programmatic/DSP platforms. • Serve as the primary strategic leader for paid media planning and the main point of contact to our media agency, coordinating across all marketing teams and ensuring timely feedback and approvals are given to keep execution on track. • Continuously monitor campaign performance and optimize toward KPIs such as CTR, CPC, CPA, ROAS, and LTV. • Encourage A/B testing for ad messaging, creative variations, targeting strategies, and landing page performance. • Manage and allocate budgets across campaigns in collaboration with marketing audience experts, ensuring spend is paced and aligned with audience size and growth marketing objectives. Provide quarterly budget guidance and ensure fiscal oversight of paid media spend. • Establish a regular reporting structure to capture big wins and actionable insights on campaign performance, trends, and optimization opportunities in partnership with our paid media agency and using tools like Google Analytics (GA4), Tag Manager, and Looker Studio. • Support market research to identify opportunities and refine targeting strategies, leveraging tools like Conductor, Sprout Social, and Pendo. • Stay current on digital advertising trends, privacy regulations (GDPR, CCPA), and ad platform updates to ensure best practices and compliance. • Conduct competitive benchmarking to help refine strategy and improve campaign effectiveness.