• Own day-to-day user acquisition strategy and execution across key paid channels (e.g., Meta, Google/YouTube, TikTok, programmatic, ad networks) based on product needs and goals. • Plan, launch, and optimize performance campaigns to drive measurable outcomes (installs, registrations, purchases, ROAS, CAC, LTV, retention proxies, etc.). • Build and maintain a structured testing roadmap across targeting, creative concepts, landing flows, bidding strategies, and funnel improvements. • Monitor campaign performance daily; proactively identify performance shifts and execute optimizations (budget allocation, creative rotation, audience strategy, bid adjustments). • Partner closely with Creative / Motion / Design teams to request, brief, and iterate ad creatives; ensure creative production aligns with performance insights and campaign learnings. • Collaborate with Product/Analytics stakeholders to ensure tracking is accurate (UTMs, pixels/SDK events, attribution partners) and performance is measurable end-to-end. • Produce recurring reporting and insights (weekly/monthly), including clear recommendations and decision-ready summaries for leadership and stakeholders. • Support budget planning and management by campaign and by product line; ensure spend pacing and performance align with targets. • Maintain organized documentation of campaigns, learnings, and best practices to improve repeatability and team efficiency. • Coordinate cross-functionally to ensure campaigns are aligned with product timelines, promotions, and seasonal moments.