Responsibilities
- Oversee paid advertising initiatives on global and region-specific platforms such as Google Ads, Meta, TikTok, Apple Search Ads, and other local media networks.
- Drive campaign improvements aligned with key business metrics like return on ad spend, customer lifetime value, acquisition cost, conversion rates, revenue, margin contribution, and payback timelines.
- Design budget distribution plans across regions, channels, campaigns, audience segments, and stages of the customer journey using performance data, incremental impact, and growth opportunities.
- Lead creative testing programs for performance marketing across social media, search, display, mobile apps, and regional digital outlets.
- Collaborate with creative teams to produce, evaluate, and refine ad content such as static images, short videos, user-generated style content, localized messaging, promotional assets, landing page designs, and app install creatives.
- Develop and maintain structured testing plans covering audience targeting, bidding models, campaign architecture, creative variations, offers, landing pages, and platform-specific optimization techniques.
- Evaluate campaign results by market, channel, audience group, creative format, product category, device type, and customer segment to uncover opportunities for growth and efficiency gains.
- Spearhead measurement initiatives including attribution modeling, incrementality analysis, media mix evaluation, geo-based testing, holdout studies, lift assessments, cohort tracking, and LTV optimization.
- Partner with analytics and data science teams to enhance reporting accuracy, improve attribution models, measure incremental impact, and refine decision-making frameworks.
- Compare platform-reported metrics with internal measurement systems to assess true performance, incremental value, and overall business impact.
- Manage relationships with media platforms, regional advertising partners, and external performance agencies to boost results and gain early access to beta features and tools.
- Track shifts in market conditions such as auction behavior, competitive pressure, CPM/CPC/CVR trends, and platform updates across European countries.
- Present performance outcomes, actionable insights, potential risks, and strategic recommendations to leadership and cross-functional teams.
- Acknowledge that the listed duties may not fully capture all aspects of the role and that additional responsibilities may be assigned as needed, with or without prior notice.
Responsibilities
- Manage paid media campaigns across global and EU-specific performance platforms, including Google Ads, Meta Ads, TikTok Ads, Apple Search Ads, and other relevant regional paid media platforms.
- Optimize campaigns against business goals including new customer acquisition, revenue, ROAS, CAC, LTV, contribution margin, conversion rate, and payback period.
- Develop budget allocation strategies across markets, channels, campaigns, audiences, and funnel stages based on performance, incrementality, and growth potential.
- Lead performance creative testing across paid social, search, display, app, and regional media platforms.
- Partner with creative teams to develop, test, and iterate performance assets, including static ads, short-form video, UGC-style creative, localized messaging, promotional creative, landing page concepts, and app install assets.
- Build and manage structured testing roadmaps for audiences, bidding strategies, campaign structures, creative concepts, offers, landing pages, and platform-specific optimization tactics.
- Analyze campaign performance by market, channel, audience, creative, product category, device, and customer segment to identify opportunities for scale and efficiency.
- Lead measurement efforts across attribution, incrementality, media mix insights, geo testing, holdout testing, lift studies, cohort analysis, and LTV-based optimization.
- Work with analytics and data science partners to improve performance reporting, attribution accuracy, incrementality measurement, and decision-making frameworks.
- Evaluate platform-reported performance against internal measurement, incrementality, and business-level outcomes.
- Manage relationships with media platforms, regional paid media partners, and performance agencies to drive improved campaign performance and access to beta opportunities.
- Monitor performance trends, auction dynamics, competitive intensity, CPM/CPC/CVR shifts, and platform changes across EU markets.
- Communicate performance results, insights, risks, and recommendations to leadership and cross-functional stakeholders.
- The duties and responsibilities described above may provide only a partial description of this position. This is not an exhaustive list of all aspects of the job. Other duties and responsibilities not outlined in this document may be added as necessary or desirable, with or without notice.
