• Assess, optimize, implement and continuously improve our digital marketing strategy including paid search, SEO, display, email, retargeting, paid social etc. • Drive monthly planning & forecasting of the impact of programmatic marketing budget and manage tightly to define CAC and volume targets, with daily, weekly and monthly reporting against KPIs and market trends & insights. • Identify, prioritize and lead real-time, iterative marketing campaign optimization efforts while automating marketing operations to improve funnel efficiency. • Continuously expand the portfolio of digital marketing tech stack in order to automate reporting, analytics, and experimentation. • Work with our Data Science team to build marketing performance data and reporting structures and execute marketing-related technology tasks such as customer segmentation and audience building for effective targeting, attribution etc. • Explore and implement new partnerships to expand the reach and impact of marketing initiatives and maintain strong relationships with external traffic generators to drive quality traffic to our digital assets. • Work with marketing, product and creative teams to continuously improve and test new creative assets and landing pages. • Design and execute advanced incrementality and causal testing frameworks (geo splits, holdouts, MMM) to measure true channel contribution. • Partner with creative teams to build structured, data-informed creative testing systems at scale, feeding insights back into campaigns. • Translate performance metrics into P&L impact, collaborating with Finance to align on payback, margin, and contribution profit targets. • Integrate acquisition with lifecycle/CRM strategies, driving retention, cohort LTV growth, and reducing churn through automation and targeting. • Leverage light scripting, APIs, and marketing automation beyond native tools to push efficiency and innovation in campaign management.

• Manage the development and execution of advertising strategies using Google Ads, Google Shopping, YouTube, Display Network, and other Google properties based on client goals • Manage and optimize campaigns across multiple client accounts, focusing on performance, pacing, and goal alignment • Conduct keyword research, build campaign structures, and segment audiences to ensure efficient targeting and ROI • Monitor daily campaign performance, proactively flag issues, and implement optimizations to improve results • Collaborate with internal creative teams on ad copy and creative assets that align with strategy and platform best practices • Set up conversion tracking and ensure campaign data is accurate and actionable • Participate in A/B testing of creative, targeting, and landing pages to identify areas of opportunity • Stay current on new Google Ads features and platform updates, bringing fresh ideas to campaign planning • Assist with creating regular performance reports and insights to share with internal teams and clients

• Campaign Strategy & Planning • Develop Google Ads strategies aligned with business objectives (leads, revenue, installs, traffic). • Architect clean, scalable account structures by campaign, intent, product, and funnel stage. • Define KPIs, benchmarks, and testing roadmaps. • Build and manage campaigns across: - Google Search - Google Display Network (GDN) - YouTube Ads • Conduct keyword research, including: - High-intent and long-tail keywords - Competitor and conquesting strategies • Negative keyword management • Configure bidding strategies (Manual, Max Conversions, tCPA, tROAS) based on goals. • Write and test: - Responsive Search Ads (RSAs) - Display and YouTube ad messaging • Optimize: - Headlines - Descriptions - Extensions (sitelinks, callouts, structured snippets) • Collaborate with creative teams for YouTube and display assets. • Monitor performance daily and optimize for: - CTR - Quality Score - CPC - CPA / ROAS • Adjust bids, budgets, keywords, and audiences to reduce waste and scale winners. • Continuously improve Quality Score and impression share. • Ensure proper setup and validation of: - Conversion tracking - GA4 integrations - Google Tag Manager • Analyze performance across devices, audiences, and intent signals. • Deliver weekly and monthly performance reports with: - Clear insights - Trend analysis - Optimization recommendations • Stay current on: - Google Ads product updates - Policy changes - Automation and AI-driven features

• Develop Google Ads strategies aligned with business objectives (leads, revenue, installs, traffic). • Architect clean, scalable account structures by campaign, intent, product, and funnel stage. • Define KPIs, benchmarks, and testing roadmaps. • Build and manage campaigns across: - Google Search - Google Display Network (GDN) - YouTube Ads • Conduct keyword research, including: - High-intent and long-tail keywords - Competitor and conquesting strategies • Negative keyword management • Configure bidding strategies (Manual, Max Conversions, tCPA, tROAS) based on goals. • Write and test: - Responsive Search Ads (RSAs) - Display and YouTube ad messaging • Optimize: - Headlines - Descriptions - Extensions (sitelinks, callouts, structured snippets) • Monitor performance daily and optimize for: - CTR - Quality Score - CPC - CPA / ROAS • Adjust bids, budgets, keywords, and audiences to reduce waste and scale winners. • Continuously improve Quality Score and impression share. • Ensure proper setup and validation of: - Conversion tracking - GA4 integrations - Google Tag Manager • Analyze performance across devices, audiences, and intent signals. • Deliver weekly and monthly performance reports with: - Clear insights - Trend analysis - Optimization recommendations • Stay current on: - Google Ads product updates - Policy changes - Automation and AI-driven features