• Design, launch and perpetually optimize comprehensive paid advertising strategies across platforms to drive sustainable, measurable demand generation • Direct and manage the entire paid media budget, dynamically allocating spend based on real-time performance, LTV and strategic growth goals • Own the rigorous A/B testing framework across ad creatives, messaging, targeting and landing page UX to ensure continuous performance uplift • Utilize ad tracking tools and our reporting stack (including Hubspot) to deliver sophisticated, actionable performance reports and attribution insights to leadership • Identify and implement conversion rate optimization strategies across the paid acquisition funnel to increase lead quality and volume • Partner closely with Content, Product Marketing, and Sales teams to ensure messaging alignment, creative excellence and seamless lead handover

• Own end-to-end execution of paid social campaigns across TikTok and Meta • Support senior manager and associate director of paid media to manage reserved media buys across TikTok, Meta, Google (YouTube) and programmatic partners. • Manage full campaign lifecycle: setup, QA, trafficking, pacing, optimization, and reporting • Ensure campaigns are executed accurately, on time, and within scope — with strong attention to detail • Make independent optimization decisions within agreed strategy, including: Audience adjustments, Budget shifts, Creative rotation and testing.

• Act as the paid media client lead owning the growth of their digital fundraising program through many paid media channels: Meta, Search, P2P Texting, List Growth, and more • Develop, set, and execute all aspects of client’s digital paid media fundraising strategy to meet client goals including media planning, projections, and content development • Work with internal paid media ad ops teams to execute and optimize all aspects of client’s paid media program • Brainstorm and develop creative ideas for our clients, write, fact-check, and proofread content • Ensure all content is rooted in the authentic and honest voice of the client, and that each program is unique, relevant, and timely • Respond to topics in real-time by assisting in drafting ads and texts in response to news stories that are breaking fast • Lead on relevant client communications • Contribute to a collaborative culture that helps improve our work product • Work with designers, email strategists, and vendor partners to meet your client's needs as necessary • Be on top of digital trends and new tools, so we can make cutting-edge recommendations to our clients based on best practices • Tailor paid media fundraising strategies to the unique needs of each client and circumstance. • Think outside the box and look for opportunities to innovate • Use, evaluate, and provide feedback on new digital tools and emerging technologies being tested by Authentic to improve programs and workflows as necessary • Perform other duties as needed

• Own paid acquisition end-to-end across mobile channels (Meta, Google App Campaigns, DSPs, and others), including campaign setup, optimization, and scaling. • Own and mature the performance marketing function - building out processes, reporting, and experimentation frameworks on top of an already-live, scaling business. • Manage and develop our agency relationship, extracting knowledge, building internal capabilities, and progressively owning more of the execution in-house. • Optimize for full-funnel performance, from impression to repayment behavior - improving CAC, conversion rates, and LTV. • Design and run rigorous experiments (A/B tests, incrementality tests, creative testing) to continuously improve performance, even in low-signal environments. • Allocate and optimize budget dynamically based on performance, risk, and business priorities. • Drive creative strategy and iteration, translating performance data into actionable insights on messaging, formats, and audiences. • Partner cross-functionally with Product, Risk, Analytics, and Design to improve targeting, onboarding flows, and conversion. • Own mobile attribution and measurement, working with tools like AppsFlyer/Adjust and navigating signal loss (e.g., SKAN, privacy changes). • Develop deep expertise in the Mexico market - including channel dynamics, user behavior, payment patterns, and regulatory considerations - and use it to inform strategy.