1. Performance Marketing Ownership

- Strategic Leadership: Architect and execute the overarching paid media strategy across high-impact channels including Google, Meta, TikTok, and Affiliate networks to accelerate profitable growth.

- KPI Accountability: Drive core commercial performance metrics, taking direct ownership of traffic quality, Customer Acquisition Cost (CAC), Return on Ad Spend (ROAS), and overall digital revenue.

- Campaign Optimization: Continuously refine marketing initiatives through sophisticated audience targeting, dynamic bidding algorithms, creative innovation, and conversion-focused landing page testing.

- Budget Management: Oversee and deploy marketing budgets efficiently, scaling spend dynamically to capture demand while safeguarding overall profitability.

2. Product & Funnel Optimization

- Funnel Mastery: Command end-to-end funnel performance, proactively monitoring every touchpoint from Initial Landing Page to PDP, Cart, and Checkout to unlock hidden conversion potential.

- Friction Identification: Utilize data diagnostics to pinpoint drop-offs, user frustration points, and technical bottlenecks within the user journey.

- Product & Tech Partnership: Collaborate cross-functionally with Product and Engineering squads to:

Elevate site performance, page speed, UX responsiveness, and overall navigation.

Optimize PDP merchandising, search accuracy, filtering capabilities, and product discovery.

Streamline and remove friction from the payment and checkout flows.

- A/B Testing Roadmap: Conceptualize and drive the experimentation agenda, executing ongoing tests across landing page designs, pricing displays, and core functional features.

3. Martech & Data Ownership

- Data Infrastructure: Guarantee tracking accuracy, tag management, and data integrity across GA4, GTM, and mobile attribution platforms (e.g., AppsFlyer).

- Funnel Telemetry: Define, map, and track critical funnel events to accurately monitor end-to-end customer interaction.

- Attribution Strategy: Implement and refine advanced attribution modeling to accurately evaluate channel performance and maximize cross-channel efficiency.

- Actionable Insights: Architect and manage robust data visualization dashboards to monitor marketing and funnel performance in real time.

4. Growth Experiments & CRO

- Growth Sprints: Spearhead structured growth testing cycles focusing on:

Landing page engagement and message-market fit.

Promotional models, high-impact offers, and tiering mechanics.

Personalization frameworks tailored to dynamic user segments.

- Data-Driven Prioritization: Leverage quantitative and qualitative insights to focus resources on the highest-impact commercial opportunities.

- Conversion Rate Optimization: Champion the overarching CRO agenda, continually raising the baseline site conversion rate.

5. Collaboration with Product & Trade

- Commercial Alignment: Partner closely with the Ecommerce and Trade teams to align media deployment with commercial calendars, seasonal inventory, and emerging market trends.

- Cross-Functional Translation: Bridge the gap between marketing and tech, translating complex consumer insights and funnel pain points into actionable requirements for the product roadmap.

- Customer Advocacy: Act as the strategic voice of the customer and data within all digital product discussions, ensuring user-centricity guides development.