• Manage paid advertising channels, including Google, Bing, LinkedIn, Meta, etc • Conduct and own detailed analytics in order to optimize spend leveraging modern analytic tools • Oversee retail media network spend in key retailers including Amazon • Control and optimize a six-figure monthly paid media budget with ROAS and CAC discipline • Translate marketing goals into actionable media strategies and campaigns that connect directly to revenue and lead outcomes • Optimize Conversion Funnel KPIs by analyzing the entire funnel, formulating hypothesis and running testing to improve CVR, AOV, Market Basket and other relevant funnel KPIs • Conduct thorough and on-going analysis to identify opportunities & trends, optimize performance, create actionable insights, and refine targeting • Create dashboards, reports and scorecards to provide visibility and regular updates to key stakeholders • Collaborate closely with creative, content, web, and video marketing partners to align messaging, landing page, and audience strategies • Leverage AI to craft and optimize copy, content and iterative tests • Develop a monthly experimentation roadmap, and conduct analytics on experiment run, results and learnings • Hands-on campaign setup and troubleshooting • Partner with analytics and Martech to implement effective tagging, tracking, and measurement • Identify new digital advertising platforms, audiences and creative formats to fuel experimentation and performance growth • Collaborate with members of the digital team for optimal performance across all Justrite Safety Group campaigns

• Lead the strategy, scaling, and optimization of our paid acquisition channels to drive aggressive customer growth. • Transition between high-level growth strategy and data-driven execution, taking full ownership of significant marketing budgets. • Lead cross-functional initiatives between creative, data/BI, and product teams to maximize return on investment (ROI), scale user acquisition, and build sustainable retention loops. • Define and execute the end-to-end paid growth strategy across Google Ads, Meta, TikTok, Programmatic, and emerging discovery engines. • Manage and optimize a substantial multi-channel marketing budget, ensuring capital is efficiently deployed to hit CAC, ROAS, and volume targets. • Develop targeted, localized acquisition strategies across diverse geographic corridors and customer segments to maximize market penetration. • Supervise the technical implementation of marketing stacks, ensuring robust tracking via GA4, Mobile Measurement Partners (MMPs like Adjust/AppsFlyer), and server-side tracking (Conversions API). • Analyze complex user journey data and event logs to continuously refine attribution models and identify hidden bottlenecks in the acquisition funnel. • Establish frameworks for growth reporting, delivering high-level performance insights, cohort analysis, and strategic recommendations directly to C-suite leadership. • Partner with content and design teams to build a high-velocity creative pipeline, shifting asset generation toward emotionally resonant, high-performing concepts. • Lead Conversion Rate Optimization (CRO) initiatives across landing pages, app stores (ASO), and user onboarding flows to eliminate friction and boost drop-off conversions. • Serve as the strategic bridge between the creative production team, product development, and the Business Intelligence (BI) team to streamline data loops and feature deployments. • Oversee relationships with external ad networks, platforms, and agency partners to ensure cutting-edge access to alpha/beta features.

• Work within in-house PPC team to plan, implement, and optimize paid search campaigns across platforms including Google Ads, Bing Ads, and others. • Take ownership of channel performance, achieving targets • Develop and execute best-practice PPC strategies to meet business goals. • Provide guidance and support to team members in determining optimal tactics to deliver commercial priorities. • Build and manage testing roadmap for categories. • Leverage data-driven insights to identify opportunities and optimize campaign performance. • Stay up to date with search engine updates and PPC industry trends. • Build strong collaborative relationships with teams across Business Development, Product, Data, Engineering, Compliance, and Finance.

• Develop, execute, and optimize multi-channel demand generation programs across email, paid media, content syndication, webinars, events, and ABM • Own the full marketing funnel from top-of-funnel awareness through MQL-to-SQL handoff, ensuring quality, velocity, and volume • Build and manage account-based marketing (ABM) programs targeting enterprise accounts in key verticals and geographies • Partner with sales leadership to align on ICP, account tiering, and pipeline coverage goals • Own campaign execution and lead management in Pardot, including segmentation, scoring, nurture workflows, and lifecycle programs • Maintain data hygiene and lead routing integrity across Pardot and Salesforce • Build and manage campaign tracking, UTM frameworks, and attribution models to ensure accurate performance reporting • Own weekly and monthly reporting on pipeline contribution, MQL/SQL volume, conversion rates, CAC, and campaign ROI • Build dashboards that give marketing and sales leadership clear visibility into what's working • Use data to make proactive optimization decisions -- not just post-mortems • Partner with content and creative teams to ensure the right assets reach the right audiences at the right funnel stage • Manage relationships with paid media agencies or vendors to maximize performance across LinkedIn, Google, and programmatic channels • Collaborate with field and partner marketing teams to integrate regional programs into global demand gen strategy