• Own B2C growth across paid, ambassador, organic, referral, partnerships, and event channels. • Build and scale repeatable acquisition engines targeting healthcare student communities; prioritize by CAC efficiency and conversion potential. • Plan, execute, and optimize campaigns across Meta and Google (with room to test new platforms). • Own budget allocation with clear CAC and ROAS accountability; make data-driven reallocation decisions. • Develop differentiated positioning for med, NP, and PA students. • Translate product features into high-converting value propositions across ads, landing pages, and lead-gen assets. • Partner with lifecycle/CRM to ensure demand captured at the top of the funnel converts. • Identify and address drop-off points across the acquisition funnel. • Execute student-facing events and conference activations. • Build and test scalable programs, including ambassador initiatives, influencer partnerships, referrals, and organic growth tactics. • Own demand gen reporting: track volume, quality, and cost of new trial starts and subscribers across all channels. • Partner with product and content teams to align messaging and share user insights. • Manage vendors and agency relationships; communicate results clearly across teams.

• Planung, Einkauf und Steuerung von Media-Kampagnen abseits der Plattformen Google und Meta • Entwicklung und Steuerung kanalübergreifender Mediapläne (Online & Offline) • Kanalauswahl, Reichweitenplanung und zielgruppengerechte Budgetallokation pro Medium • Ansprechpartner für Media-Agentur, Media-Inventar Einkauf und Vertragsmanagement • Markt-, Media- und Zielgruppenanalysen zur Erfolgsmessung • Optimierung der Mediabelegungen basierend auf Performance-Daten • Zusammenarbeit mit Head of Performance Marketing und anderen Abteilungen

- Plan, build, launch, and manage Google Search, Display, and Performance Max campaigns - Conduct keyword research, develop negative keyword lists, and optimize ad copy - Monitor campaign performance and optimize bids, budgets, and targeting for key metrics (CPL, ROAS, CTR, Quality Score) - Set up and manage conversion tracking, Google Tag Manager, and Google Analytics integrations - Perform A/B testing on ad copy, landing pages, and bidding strategies - Manage and allocate ad budgets efficiently across campaigns - Generate regular performance reports with clear insights and recommendations - Collaborate with internal team members to align campaign strategy with referral program objectives - Stay up to date on Google Ads platform changes, policies, and industry best practices

- Plan, build, launch, and manage paid advertising campaigns on Facebook and Instagram - Develop and test ad copy, creatives, audiences, and targeting strategies - Monitor campaign performance daily and optimize for key metrics (CPL, ROAS, CTR, CPC) - Conduct A/B testing on ads, audiences, and landing page combinations - Manage and allocate ad budgets effectively to maximize ROI - Generate regular performance reports with actionable insights and recommendations - Collaborate with internal team members to align ad strategy with the referral program goals - Stay current on Meta advertising policies, algorithm updates, and best practices