Performance Marketing

Key Responsibilities:

Performance & Media Strategy

• Own full-funnel paid media strategy and execution across Meta, Google (Search/PMax/Shopping), and other digital media networks.
• Drive budget allocation decisions based on RoAS, CAC, LTV and contribution margin.
• Build and govern MMM / incrementality measurement to navigate signal loss from privacy and platform changes.

Creative & Growth Systems

• Run a high-velocity creative testing pipeline (always-on test / scale / retire cadence) across UGC, video and static formats.
• Partner with brand/creative teams to ensure performance creative doesn't erode brand equity.

Emerging Channels

• Build visibility strategy for AI-led discovery surfaces (ChatGPT, Perplexity, Google AI Overviews / GEO) as a new acquisition channel.
• Evaluate and pilot AI-native bidding/automation tools, with judgment on when to override algorithmic decisions.

Data & Team Leadership

• Own performance marketing analytics stack (Adobe Analytics, GA4, attribution, dashboards) and translate it into leadership-ready business cases.
• Lead and upskill an in-house team plus manage agency partners; set the org's AI-and-data fluency bar.
• Collaborate with retention/CRM to ensure acquisition and lifecycle strategy are managed against one blended CAC: LTV view