• Develop media strategies across display and online video focused on driving measurable customer acquisition and efficient growth. • Build cross-channel plans aligned to CAC targets, trial sign-up goals, Gross Adds goals, and audience expansion initiatives. • Manage end-to-end buying on key platforms (Meta, YouTube, TikTok, Reddit, GDN, DV360) with a strong focus on conversion efficiency and disciplined pacing. • Own programmatic display activation and optimisation (DV360 and/or GDN), including prospecting and retargeting strategy, audience expansion, placement management, frequency controls, and creative rotation. • Monitor budgets daily to ensure efficient pacing towards lead, trial, Gross Adds, and CPA goals. • Conduct real-time optimisations across bidding, audiences, creative variations, and placements to improve conversion outcomes. • Run a structured creative testing engine using US winners and rapid localisation, documenting learnings and making scale or stop decisions. • Apply display quality controls and governance, including brand safety and suitability guardrails, placement exclusions, and viewability and fraud monitoring in partnership with Analytics and Marketing Ops. • Partner with CRO and Sites teams to reduce conversion friction and improve funnel performance (click to trial and trial to paid). • Coordinate with Analytics and Marketing Ops on event quality, UTMs, attribution concepts (including view-through considerations where relevant), and reporting integrity. • Work closely with Growth Marketing, Creative, Brand, Analytics, and Product Marketing to ensure media supports go-to-market priorities. • Where required, support indirect paid media execution (including LinkedIn) in collaboration with the relevant owners, without detracting from core SMB acquisition priorities.