• Develop and optimize global paid media programs across channels such as Meta, Google, TikTok, Programmatic, Affiliate, SEO, and emerging platforms. • Partner with regional teams to tailor creative, messaging, and targeting strategies to local markets and cultural nuances. • Own full-funnel paid media performance from impression → click → conversion. • Evaluate new channels, formats, and technologies that support efficient international expansion. • Lead experimentation on global funnel performance, uncover drop-off points, and design tests to improve conversion rates from paid media. • Collaborate to build and iterate on high-impact global conversion experiences. • Develop frameworks for assessing channel quality, LTV/CAC efficiency, and incremental impact by region and audience segment. • Input to forecasting, dashboards, and reporting systems to track global demand conversion KPIs and media ROI. • Partner with Analytics to refine MMM, attribution models and accurately evaluate campaign performance. • Lead paid media creative testing strategies—iterating messaging, concepts, and formats. • Translate funnel insights into briefs that elevate creative quality globally. • Maintain a strong pipeline of experiments across creative, targeting, and conversion experiences. • Partner with Growth/Lifecycle to align campaigns with downstream retention and monetization efforts. • Partner with Finance and Leadership on forecasting, budgeting, and scenario modeling.