- Lead the development and refinement of actionable audience segments using behavioral and market data.
- Develop full-funnel media strategies to drive patient recruitment, including channel selection, investment mix, and optimization triggers.
- Manage a multi-million dollar digital media budget with responsibility for forecasting and performance pacing.
- Set strategy for paid social, programmatic, video, OOH, and paid search channels.
- Partner with analytics and operations teams to establish measurement plans that connect media KPIs to recruitment outcomes.
- Direct agency and vendor strategies, including defining performance expectations and accountability.
- Create and execute a test-and-learn roadmap, including A/B testing and attribution modeling.
Budget management