• Build, launch, and optimize paid campaigns across existing and emerging channels used by our audience. • Manage high-volume budgets with discipline and attention to detail, knowing that each impression and each click creates a critical moment in someone’s path to accessing clear medical evidence. • Ensure every campaign is set up for signal quality and measurable return, using strong structure, clean naming conventions, reliable tracking inputs, and actionable experiment design. • Create, iterate, and optimize social ad creative quickly, using a tightly integrated workflow with content, design, and lifecycle. • Write clear, resonant direct-response ad copy that resonates with the populations we serve. • Develop creative tests that reveal what motivates large, diverse audiences, including individuals with disabilities and Veterans of all eras. • Build and evolve targeting strategies across interest-based, lookalike, broad, and custom audiences, balancing scale with predictability. • Use platform signals, data insights, and structured experiments to inform segmentation and creative direction. • Identify opportunities to expand reach across while respecting each line of business’s purpose and compliance boundaries. • Partner with our Marketing Performance Analyst to monitor daily performance across the revenue stack, including attribution through Snowflake, Atlan, Sigma, and our event and comms layers. • Validate tracking, UTM integrity, form performance, and event flow with Marketing Operations. • Develop reporting that surfaces meaningful insights, not just metrics – telling the story of what is working, what is changing, and what should happen next. • Use generative AI and experimentation tools responsibly to accelerate creative iteration, identify audience patterns, and reduce cycle time. • Maintain clarity that all medical and compliance-sensitive functions remain human-led and medically grounded. • Work closely with lifecycle, content, and demand to ensure paid social aligns with downstream behaviors and enhances the full funnel. • Ensure consistency of message, tone, and compliance across all campaigns, especially where audiences transition between lines of business. • Support creative production for large-scale pushes, seasonal initiatives, referral surges, and multi-channel growth engines.