Own paid media strategy and execution across Meta, Google, TikTok, and emerging channels. Manage campaign architecture, budgets, bidding, product feeds, creative testing, reporting, attribution, and incrementality testing. Build dashboards, forecast budgets with Finance, and partner with Ecommerce, Retention, Brand, and Merchandising on launches and promotions. Evaluate vendors and optimize acquisition and retargeting performance using ROAS, CAC, MER, and contribution metrics.