• Managing paid advertising campaigns across Google, Microsoft, Meta (Facebook/Instagram), TikTok, and LinkedIn • Analysing campaign performance and implementing data-driven improvements • Creating and testing ad copy and creatives across multiple platforms • Managing and allocating advertising budgets effectively • Conducting A/B testing to optimise campaign performance • Reporting on results and providing insights to improve strategy • Collaborating with internal teams to refine and enhance campaign performance

• Own the global paid media strategy across all channels including Google, Meta, TikTok, Programmatic/CTV, Retail Media, and emerging platforms. • Ensure consistent, high-quality performance delivery, optimization standards, and measurement rigor across all clients and verticals. • Partner closely with Strategy, Data Intelligence, and Client Experience teams to ensure paid media is tightly aligned to client business goals and forecasting. • Establish and enforce best in class standards for account structure, testing, incrementality, creative feedback loops, and optimization cadence. • Own growth of managed media dollars across existing clients and new business. • Develop and execute strategies to expand media investment responsibly, balancing performance, efficiency, and client profitability. • Partner with Sales, Strategy, and Divisional Leaders to support new business pitches, media expansion opportunities, and large scale account growth. • Act as an executive-level paid media voice with key clients, especially for complex, high spend, or at risk relationships. • Build, lead, and continuously develop a high performing paid media organization. • Own skill development, training standards, and career progression for media buyers at all levels. • Ensure teams are fluent in modern paid media capabilities including automation, AI assisted buying, MMMs, incrementality testing, and creative optimization. • Attract, retain, and develop top paid media talent while maintaining strong performance accountability. • Own the profitability of paid media services, including contribution margin, staffing models, and cost efficiency. • Partner with Finance and Client Experience leadership to ensure accounts are staffed appropriately, priced correctly, and delivering strong margins. • Help design and refine paid media pricing, packaging, and service models to support long term profitability. • Use data to proactively identify inefficiencies, over-servicing, or margin risk and take corrective action. • Establish clear operating rhythms, KPIs, and dashboards for paid media performance and efficiency. • Drive adoption and effective use of internal platforms, tools, and automation (including nova, Iris, Creative Affinity, MMMs, and reporting infrastructure). • Ensure paid media execution scales cleanly across divisions while maintaining flexibility for vertical specific needs. • Champion process improvements that reduce manual work and increase strategic time for teams.

• Own Meta, Google, TikTok, AppLovin, and Snapchat for paid customer acquisition • Lead a team responsible for creative strategy, production, and testing • Full P&L accountability for DTC new customer revenue • Scale daily Meta spend to $100K+ while hitting target ncROAS • Launch a statistical testing framework with clear win criteria

• Own Meta Ad Account • Full P&L accountability for DTC new customer revenue on Meta • Daily pacing, budget allocation, bid strategy, audience testing, and campaign restructuring • Scaling daily Meta spend to $100K+ on a single brand while holding target ncROAS • Hitting target ncROAS and increasing total ad spend, quarter over quarter • Lead the creative strategist team and editor bench. Set output SLAs per role.