· Paid acquisition strategy: Develop the paid-growth strategy across relevant channels such as Google, Meta, YouTube, app-install campaigns and other digital channels; determine the appropriate channel mix by audience, objective and stage of the funnel.
· Campaign planning & execution: Translate business and growth goals into campaign calendars, media plans, audience strategies, test plans and execution briefs; ensure campaigns are launched accurately and on time.
· Media budget ownership: Build monthly/quarterly spend plans, allocate budgets across channels and campaigns, monitor pacing, forecast outcomes and recommend reallocation based on performance and marginal returns.
· Agency & partner management: Act as the day-to-day owner for performance marketing agencies, media partners and specialised vendors; set briefs, review plans, challenge recommendations, track delivery and hold partners accountable for results.
· Performance content & creative: Work with internal teams and agencies to create ad concepts, copy, videos, statics, landing-page/app-store messaging and campaign assets designed for acquisition. Build a structured creative-testing cadence rather than relying on one-off campaigns.
· Audience & funnel optimisation: Define audience segments, targeting strategies and remarketing approaches; identify drop-offs from impression to install/sign-up/activation and work with product and content teams to improve conversion.
· Measurement & attribution: Create a clear measurement framework for channel and campaign performance. Track acquisition, conversion and downstream quality using relevant analytics/attribution tools and ensure decisions are based on reliable data.
· Experimentation: Continuously test channels, audiences, bids, creatives, offers, landing experiences and campaign formats; document learnings and scale what works.
· Growth reporting: Own weekly and monthly performance reporting for stakeholders, including spend, acquisition, conversion, efficiency, trends, learnings, risks and the next set of actions.
· Compliance & brand guardrails: Ensure paid communication is accurate, customer-friendly and aligned with applicable brand, legal, privacy and financial-services communication requirements before launch.