• Own the end-to-end media activation strategy for all brand marketing campaigns across Sports Betting and Online Casino products • Design and deliver innovative, insight-driven media plans that elevate brand impact while driving measurable business outcomes • Ensure media activation strategies are thoughtfully aligned with brand positioning, creative strategy, and product marketing priorities • Own the media testing roadmap in close partnership with the Analytics department, coordinating test designs, KPI priorities, and follow-through on data insights and takeaways • Design and prioritize media channel tests across all major marketing objectives including Brand awareness and consideration, customer acquisition efficiency, and customer retention and lifetime value impacts • Lead the brand vs. performance media balance, ensuring optimal investment across upper- and lower-funnel channels contingent on our respective business goals in each state and line of business • Develop and manage a structured testing roadmap to refine channel mix, sequencing, and spend allocation over time • Own and strengthen the working relationship between the Media team and Integrated Marketing, Brand Strategy, and Creative teams • Act as a strategic partner to creative teams, ensuring media activation enhances and amplifies creative effectiveness • Partner with internal teams and external agencies to ensure operational efficiency, compliance, and scalability