• Own the day-to-day health and performance of Google Ads and YouTube Ads, ensuring budget is deployed effectively to hit CPA and volume targets • Translate business goals into campaign strategy across keywords, bidding, and audience segmentation • Build and execute a structured testing roadmap across ad copy, landing pages, and bidding strategies • Analyze full-funnel performance to identify trends, diagnose performance issues, and uncover opportunities for scale • Partner with Growth and Creative teams to improve conversion rates and overall funnel efficiency • Optimize conversion tracking and signal quality to support accurate attribution and performance-based bidding • Maintain a strong understanding of changes in the search and paid media landscape, including AI-driven shifts

• Build, manage and continuously evolve advanced Amazon PPC structures across multiple brands and product categories • Own full-funnel advertising strategy across Sponsored Products, Sponsored Brands, Sponsored Display, video campaigns, and emerging Amazon ad formats • Develop proactive testing strategies around placements, keyword segmentation, search intent, campaign isolation, harvesting structures, and scaling approaches • Analyse performance trends across entire product portfolios — not just individual campaigns — to identify where we’re underinvesting, overspending, or missing market share opportunities • Lead PPC strategy for new product launches, seasonal pushes, inventory sell-through campaigns, and ranking-focused initiatives • Monitor how paid performance impacts organic ranking and continuously optimise for both profitability and long-term account growth • Refine campaign architecture and naming conventions to improve scalability, reporting clarity, and optimisation efficiency across a growing catalogue • Bring new ideas, trends, and best practices to the business regularly — especially around evolving Amazon placements, AI-driven search behaviour, Rufus, video ads, and changing shopper behaviour • Work closely with listings, creative, and account management to align advertising strategy with conversion rate optimisation and catalogue growth • Report on performance with clear commercial thinking — not just data, but what actions should happen next and why

• Own the paid social strategy and execution across Meta, TikTok, and Pinterest from quarterly planning through daily optimization. • Manage a 7-figure annual spend, ensuring efficient allocation across regions and provinces to meet weekly net-growth targets and subscriber LTV. • Build and present weekly and monthly paid social performance narratives to leadership, including learnings, recommendations, and budget reallocation proposals. • Partner with brand and content teams to develop high-performing, brand-aligned ad creative. • Use attribution tools to track blended ROAS and make data-driven decisions based on true cohort retention data. • Stay current with paid social trends and translate them into recommendations that keep our strategy sharp.

• Evaluates and improves execution quality of complete ad campaign setup in all main channels (Social, Search, Display, Video); anticipates issues and begins diagnosing root causes. • Interprets performance trends, ties them to goals, and recommends tactical adjustments. • Manages task dependencies across roles; ensures overall workflow progresses as planned. • Facilitates portions of client discussions with clarity and preparation. • Builds foundational coaching skills (observation, feedback, role modeling). • Identifies patterns in creative performance and recommends adjustments. • Anticipates resource implications and provides inputs for scoping. • Oversee the complete quality assurance (QA) process from development through finalization, approval, and launch