• Own pipeline generation targets, including meetings booked, pipeline created, and cost per opportunity • Define and prioritize target segments and campaign focus areas based on pipeline performance and opportunity size • Design and execute focused, segment-specific campaigns tied to defined ICPs and buying moments • Develop and refine high-converting offers that drive engagement and accelerate sales conversations • Own messaging effectiveness and value proposition clarity across campaigns • Build and scale outbound-driven demand in close partnership with SDRs • Oversee paid acquisition efforts with a focus on high-intent demand capture and measurable ROI • Own landing page strategy and conversion rate optimization • Establish and manage a clear demand generation operating cadence, including weekly performance reviews • Identify and implement opportunities to improve efficiency and performance across the demand generation funnel

• Own and Execute Paid Social Growth Strategy • Develop, implement, and optimize a full-funnel paid social strategy across Meta, TikTok, Snap, Reddit, X, and emerging channels. • Manage and scale multi-million dollar budgets while improving customer acquisition costs (CAC), return on ad spend (ROAS), and lifetime value (LTV). • Drive incremental customer acquisition while maintaining efficiency, ensuring campaigns are scalable and profitable. • Optimize Campaigns, Budgets & Creative to Maximize Growth • Continuously analyze performance metrics and translate insights into actionable optimizations. • Leverage media mix modeling and incrementality testing to understand channel impact. • Work closely with the Performance Creative team to develop and test high-converting ad creatives across static, video, and UGC formats. • Conduct audience segmentation and targeting experiments to scale high-LTV cohorts. • Build and Execute a Robust Testing Roadmap • Define a structured A/B testing roadmap for campaign creative, audience strategies, bidding strategies, ad formats, and other key performance drivers. • Partner with Growth Product and CRO teams to develop and test landing pages that improve conversion rates. • Explore new automation, AI, and machine learning tools for real-time optimization. • Cross-Functional Collaboration for Growth • Work with Brand, Product, Tech, and Data Science teams to align paid social strategies with the overall growth vision. • Collaborate with Performance Creative to drive data-driven storytelling that resonates with CookUnity’s target customers. • Partner with the CRM team to ensure new customers transition seamlessly into the lifecycle journey for retention. • Stay Ahead of Industry Trends & Advise Leadership • Monitor platform updates, policy changes, and new advertising features across Meta, TikTok, Snap, and others. • Bring innovation into CookUnity’s paid social approach, identifying emerging trends, betas, and AI-driven tools that can drive efficiencies. • Report key findings and strategic recommendations to senior leadership, ensuring CookUnity remains ahead of competitors.

• Plan, build, and execute paid media strategies across Meta Platforms (Facebook & Instagram) and Google (Search, Display, YouTube), aligned with business goals and KPIs. • Conduct in-depth audience, keyword, and competitor research to identify growth opportunities and inform campaign structure and targeting. • Manage end-to-end campaign setup including account structure, audience segmentation, bidding strategies, placements, and ad formats. • Continuously optimise campaigns through bid adjustments, budget reallocation, audience refinement, and creative testing to improve performance and efficiency. • Analyse campaign performance using tools such as Google Analytics, platform dashboards, and third-party tools to extract actionable insights. • Collaborate with creative and content teams to develop high-performing ad creatives, including copy, static assets, and video variations. • Implement and maintain accurate tracking using pixels, conversion APIs, and tags via tools like Google Tag Manager, ensuring proper attribution and data integrity. • Prepare detailed reports on campaign performance, highlighting trends, insights, and strategic recommendations for internal teams or clients.

• Designing high-impact social media ads and Google Display Ads that drive engagement and conversions • Collaborating closely with Account Managers to follow design briefs from clients and ensure their vision is accurately represented • Working with the performance media team to create visually compelling digital marketing materials • Assisting with the design and development of landing pages, websites, and other digital assets to ensure a cohesive brand experience • Creating and enhancing PowerPoint presentations, infographics, and other visual content for internal and client-facing use • Conducting research and staying up-to-date with design trends and best practices to continually elevate our creative output • Ensuring all designs adhere to brand guidelines and meet the highest standards of quality and effectiveness