• Own overall paid media strategy and performance across Google Ads and Meta • Act as the primary owner and point of accountability for external paid media agencies • Review performance, challenge assumptions, and approve strategy • Assess what should remain agency-managed vs brought in-house • Company goals into actionable paid media strategy • Partner closely with merchandising, lifecycle marketing, creative, and sales/wholesale teams • Own testing and expansion into additional paid channels

• Own overall paid media strategy and performance across Google Ads and Meta • Manage and lead existing Google and Meta ad agencies • Set clear goals, KPIs, and expectations for agencies • Assess what should remain agency-managed vs brought in-house • Own Google Ads performance end-to-end • Own Meta strategy across prospecting and retargeting • Own testing and expansion into additional paid channels • Own performance reporting across all paid channels and agencies • Partner closely with merchandising and other departments

• Execute Primal Kitchen’s full-funnel paid media campaigns across digital, social, CTV, and traditional channels to drive brand growth and household penetration. • Translate business needs into media plans that balance brand awareness, new customer acquisition, and efficiency. • Manage day-to-day hands-on-keyboard execution across platforms including Meta, Google, YouTube, Pinterest, TikTok, and more. • Optimize campaigns in real time to improve key performance indicators such as ROAS, CPM, CTR, CPC, and CAC. • Plan and execute paid campaigns within Retail Media Networks (such as Amazon, Walmart Connect, Target Roundel, and Instacart, including sponsored search) in partnership with the Omni team. • Collaborate on media strategies that complement in-store activations, promotions, or joint business plans with retail partners. • Partner with internal creative and influencer teams to develop and optimize content that reflects current trends, consumer behavior, and performance insights. • Provide creative briefs and feedback informed by real-time data, including engagement rate, completion, and click-through rate. • Collaborate with brand and comms teams to ensure messaging and media strategies are aligned across all channels. • Work closely with the influencer team to support whitelisting and Spark Ads where applicable. • Own media reporting dashboards using GA4, Triple Whale, and native platform tools. • Monitor spend pacing, performance trends, and attribution to inform cross-functional decisions and campaign pivots. • Provide regular reporting, learnings, and actionable insights to the Head of Media.

• Own the strategy and execution of lifecycle campaigns across email, in-product messaging, and other channels • Build and optimize campaigns for key lifecycle stages: onboarding, activation, engagement, retention, and expansion • Partner with Product Marketing and Customer Success to translate product value into compelling, timely messaging • Develop and own our webinar strategy, executing a consistent and scalable webinar series • Develop and maintain automated nurture programs and triggered campaigns • Analyze campaign performance and customer behavior to continuously improve results • Experiment with messaging, timing, and channels to drive measurable improvements in conversion and engagement