• Campaign Management: Creation & ongoing optimization of lead generation campaigns in the orthodontic and dental niche. • Performance Troubleshooting: Meeting certain KPIs within a range of budgets and across multiple media channels (primarily paid search, some Display, and Adroll remarketing). • Strategy Identification: Proactively identifying key areas of opportunity & improvement within accounts. Working with the whole team to support and create new strategies. • Data-Driven Analysis: Using various tools to analyze performance and recommend strategy (e.g., Auction Insights, Zip Analysis, Keyword Planner, Ad Preview Tool, Local Search Trends, etc.) • Communication: Owning ad performance. Working with the Partner Success team to answer partner questions, communicate strategy updates, & provide recommendations. • Budget Pacing: Daily monitoring of spend and bids to ensure clients are on track to hit monthly budget plans. • Content Creation: Creating precise, quality ad copy specific to client goals and priorities. • Online Tools: Using a range of online tools such as ClickUp, HighLevel (CRM), Slack, Zoom, Gmail, and Google Workspace. • Continuous Improvement and Adaptability: Continually refine processes, identify and address challenges, and stay updated on industry trends and best practices, demonstrating adaptability and a commitment to delivering exceptional results in a dynamic and evolving digital marketing landscape.

• Own the strategy, execution, and continuous optimization of paid search campaigns for a leading fintech and cryptocurrency platform operating across multiple countries and markets. • Work cross-functionally with design, content, and marketing teams to build campaigns that maximize visibility, drive qualified traffic, and deliver strong ROI across every channel. • Design, implement, and manage end-to-end paid search campaigns across Google Ads, Bing, and equivalent platforms - including Search, Display, and Performance Max (PMax) campaign types. • Conduct comprehensive keyword research to identify high-value search terms, consumer intent signals, and competitive opportunities - continuously refining keyword strategy based on performance data and market trends. • Manage and optimize PPC budgets across campaigns to ensure maximum return on ad spend (ROAS) - adjusting bids, targeting, and budget allocations in real time based on performance insights. • Monitor and analyze SEM performance metrics - including click-through rates, conversion rates, cost per acquisition, quality scores, and customer acquisition costs - and translating data into actionable optimization strategies. • Collaborate with design, content, and marketing teams to develop compelling ad copy, landing page requirements, and creative assets that align with campaign goals and brand standards. • Conduct ongoing market and competitor research to stay ahead of search trends, algorithm updates, and industry shifts - ensuring campaigns remain competitive and relevant at all times. • Analyze and interpret campaign and audience data to identify growth opportunities, inform broader marketing strategy, and present clear, data-backed recommendations to stakeholders. • Keep fully up to date with the latest advancements in paid search, PPC best practices, Google Ads features, and fintech marketing regulations to ensure campaigns are always compliant, current, and optimized.

• Own ROAS, efficiency, and growth targets across a multi-million-dollar paid search budget. • Develop and optimize campaign architecture across Google Ads and Microsoft Ads. • Build and refine keyword strategy, bidding frameworks, audience targeting, negative structures, and query management. • Audit and direct automated bidding systems, ensuring platform automation aligns with business objectives. • Partner closely with Product to improve post-click conversion performance and landing page experience. • Collaborate with Data and Analytics teams on attribution, incrementality, and measurement initiatives. • Identify and execute new growth opportunities across search inventory, seasonal demand patterns, and audience expansion. • Build reporting frameworks and performance insights that support decision-making across Growth leadership.

• Develop, manage and optimise paid social campaigns, while supporting paid search activations where necessary to drive performance and achieve business objectives. • Support the planning and execution of paid media strategies aligned with demand generation, engagement and growth goals. • Partner with cross-functional teams, including content, creative and marketing stakeholders, to ensure paid media activities support broader campaign objectives. • Monitor, analyse and report on campaign performance, using data and insights to identify opportunities for optimisation and improved results. • Design and execute A/B tests to evaluate audience targeting, creative messaging, bidding strategies and channel effectiveness. • Drive continuous improvement through conversion rate optimisation, attribution analysis and performance measurement best practices. • Identify and implement optimisation opportunities to maximise campaign effectiveness, return on investment and overall marketing impact. • Maintain accurate campaign documentation, including plans, test results, performance insights and key learnings. • Ensure all paid media activities comply with internal processes, policies and quality standards. • Stay up to date with digital advertising trends, platform developments and industry best practices, bringing new ideas and opportunities to the team. • Support additional marketing initiatives and projects as required to meet evolving business needs.