Acquisition Strategy Own acquisition strategy across paid media and emerging growth channels — Meta, Google, YouTube, TikTok, affiliate, influencer, retail media, and beyond. Build plans that support product launches, promotions, seasonal campaigns, and always-on growth, balancing efficiency, growth, and long-term customer value.
Agency Leadership & Performance Accountability Own the day-to-day relationship with the paid media agency. Hold them accountable to performance targets, reporting quality, and testing velocity. Review plans, challenge assumptions, and translate agency output into clear decisions for the internal team.
Budget Management & Forecasting Own paid media budget planning, pacing, and investment recommendations. Build monthly and quarterly plans tied to DTC revenue goals, and monitor CAC, MER, ROAS, and new customer acquisition to keep investment sharp.
Creative Testing & Growth Insights Build a creative testing roadmap with the agency and creative team. Brief creative needs from customer insights and performance data, and share what’s working across email, SMS, website, social, and brand marketing.
Reporting & Analytics Own weekly and monthly reporting on paid acquisition — new customers, revenue, CAC, MER, ROAS, conversion rate, AOV, payback, and channel performance — and turn the data into business recommendations, not just campaign updates.
Cross-Channel Collaboration Partner with Lifecycle & Retention, e-commerce, Creative, Brand, Innovation, CX, and Sales to keep acquisition strategy connected to the rest of the business.