• Full-Funnel Ownership: Lead the strategy, daily management, and scaling of Meta, TikTok, and Pinterest. • AI Integration: Implement and manage AI-driven workflows for creative iteration, copy generation, and predictive performance modelling to increase speed-to-market for new ads. • Creative Strategy: Partner with the brand and content teams to develop snackable and purpose-driven ad creative. • Lead the content iteration process, testing hooks, re-hooks, and CTAs to maximize conversion rates. • Budget & Pacing: Manage a 7-figure annual spend, ensuring efficient allocation across regions and provinces to meet weekly net-growth targets. • Measurement & Attribution: Utilize attribution tools to track blended ROAS and make data-driven decisions based on TRUE cohort retention data. • Collaborative Alignment: Stay current with social and paid media trends and communicate these developments to leadership to ensure strategic alignment across all channels.

• Own enterprise demand generation • Own pipeline from enterprise programs and how it performs • Plan and run demand gen programs across channels (ABM, paid, content, creators, partnerships) • Focus on what actually creates pipeline, not just engagement • Use AI to speed up program creation, targeting, and analysis • Set clear metrics and keep a simple rhythm around performance • Build and run multi-channel programs for enterprise accounts • Develop programs that feel tailored and relevant, not high-volume • Work with design to keep quality and consistency high • Use AI to generate ideas, test variations, and scale personalization • Partner with sales and revenue development on accounts and priorities • Align demand gen motions with outbound so efforts reinforce each other • Support deals with targeted programs when needed • Focus on pipeline, not just clicks or leads • Test new ideas across channels and formats • Use AI to run faster experiments and learn quickly • Keep what works, drop what doesn’t • Turn strong experiments into simple, repeatable systems

• Plan, execute, and optimize marketing campaigns for user acquisition, retention, and referral programs aligned with regional business objectives. • Develop and manage lifecycle marketing campaigns to maximize user activation, retention, and lifetime value. • Implement strategies based on segmentation, personalization, and automated user journeys. • Analyze campaign data and user behavior to make data-driven decisions and improve campaign performance. • Conduct A/B testing and other optimization methodologies to enhance campaign effectiveness. • Collaborate with product, content, and operations teams to ensure campaign alignment and success. • Report KPIs and campaign results, proposing continuous improvements. • Stay updated on digital marketing trends, growth hacking techniques, and the crypto ecosystem.

• Implementation and scaling of performance-driven influencer campaigns • Scouting, selecting and booking influencers for various brands • Independently negotiating fees and terms • Managing and optimizing influencer budgets • Creating clear, performance-oriented briefings • Analyzing and reporting relevant KPIs (ROAS, revenue, CPA, new customers) • Testing new creators, formats and platforms • Maintaining and developing influencer databases • Close collaboration with Key Account and Strategy teams