• Own paid media strategy across channels including Meta, Google, TikTok, YouTube, and emerging platforms • Develop and drive an acquisition roadmap tied to drop calendar and growth goals • Set KPIs, track CAC, ROAS, and LTV, and optimize for both efficiency and scale • Build experimentation frameworks across creative, targeting, audience segmentation, landing pages, and funnel stages • Serve as primary point of contact for external media agency • Ensure agency receives timely creative assets, briefs, and performance direction • Conduct weekly performance reviews and hold partners accountable to strategy, KPIs & pacing • Manage contracts, budget pacing, and quarterly planning • Manage lifecycle and email agency to improve retention and repeat purchase • Partner with creative and social teams to develop performance-first concepts • Build feedback loops between paid performance, organic social, and product storytelling • Translate data into creative briefs and iterate rapidly on winning formats • Coordinate content needs for paid assets ahead of launches and seasonal moments • Own weekly, monthly, and quarterly performance reporting • Forecast spend, revenue, and growth targets • Track budget and optimize allocation across channels and campaigns in partnership with the media agency • Provide insights to leadership to inform growth decisions and drive alignment with the agency • Partner with ecommerce and product teams to align on drop cadence and conversion goals • Collaborate with creative on asset planning and ideation • Work with the operations team to ensure demand aligns with supply and inventory planning