PAID MEDIA & CUSTOMER ACQUISITION SPECIALIST

Paid Media

• Direct paid media execution across media channels (awareness and performance channels)
• Briefing, targeting, and budget allocation flow from the customer strategy below.
• Monitor campaign pacing and platform-level performance (CPA, CPM, CTR, CVR, ROAS) to ensure media execution stays aligned to the acquisition plan.
• Manage the day-to-day relationship with media agency partners, translating acquisition strategy into briefs and holding agencies accountable to customer-quality outcomes, not just volume.
• Monitor pixel and tracking health (GTM, Meta CAPI, GA4) to ensure acquisition and cohort data feeding the strategy are accurate and trustworthy.
• Stay current on platform updates, algorithm changes, and industry trends to proactively recommend adjustments to campaign strategy and execution.

Customer Acquisition Strategy & Segmentation

• Define who we should be acquiring — building and maintaining new-customer segmentation, ideal-customer profiles, and high-propensity acquisition cohorts.
• Analyze new customer cohorts by source and campaign to identify which acquisition paths deliver durable, high-LTV customers versus one-time or discount-driven traffic.
• Set the acquisition agenda: prioritize which segments, channels, and offers to pursue based on customer value, not just channel-level efficiency.
• Translate segmentation and cohort insights into clear targeting parameters and creative/media briefs that guide execution.
• Own acquisition KPIs at the customer level — CAC, new customer volume and quality, LTV trajectory, and payback period — and hold the strategy accountable to them.

Acquisition Analytics & Full-Funnel Reporting

• Partner with Analytics/BI to connect acquisition spend to downstream customer behavior including early retention signals.
• Connect media metrics and brand metrics to business outcomes in a simplified and impactful manner.
• Design and run incrementality and segment-level tests to validate which acquisition strategies are genuinely driving durable growth.

Cross-Functional and Team Collaboration

• Partner closely with Business Intelligence teams to develop analysis that helps develop media insights to inform future strategies.
• Work closely with e-comm and retail teams to analyze data across channels to help identify sales gaps and potential opportunities to fill the gaps.
• Develop a collaborative culture within the marketing and cross-functional teams to bring together the overall media and customer insights that are actionable.
• Partnering with external agencies – Media / Creative.