Description
Lead the organization’s advertising strategy and execution, setting vision, budgets, and channel mix. Direct in-house and agency teams to create effective creative and media plans that build brand and drive demand, ensure compliance and measurement, and align campaigns with business objectives.
- • Set the advertising vision, objectives, and KPIs aligned to business goals.
- • Own annual advertising budgets; forecast and approve campaign cost estimates.
- • Lead integrated advertising plans across brand, product, and performance channels.
- • Oversee creative development; review and approve layouts, copy, scripts, and assets for brand and legal compliance.
- • Direct media strategy, channel mix, and flighting across digital, social, search, programmatic, TV, audio, OOH, and print.
- • Select, negotiate, and manage agencies, media partners, influencers, and vendors; oversee SOWs and contracts.
- • Coordinate cross-functional stakeholders in marketing, sales, product, finance, analytics, and legal to deliver campaigns.
- • Establish audience strategies, segmentation, and targeting; guide acquisition and retention efforts.
- • Meet with executives and product leaders to prioritize initiatives and choose advertising media and messaging.
- • Monitor campaign performance and ROI; drive testing and optimize creative, bids, and placements.
- • Maintain competitive and industry intelligence; track emerging platforms, formats, and regulations.
- • Expand investments with high-performing partners and publishers; lead co-op and joint marketing opportunities.
- • Provide launch advertising plans and toolkits for new products and features; support field and channel teams.
- • Build, motivate, and evaluate the advertising team; set goals, coach talent, and manage resourcing.
- • Govern brand and creative standards across all advertising; enforce review and approval processes.
- • Align paid media calendars with PR, social, and owned channels to amplify reach.
- • Lead corporate media buying and sponsorships; secure premium inventory and brand integrations.
- • Partner with product marketing and research to translate insights into positioning and messages.
- • Represent the brand at industry events, trade shows, and with key media partners.
- • Analyze market and sales trends to inform channel allocation and forecasting.
- • Measure and report on tactic and channel effectiveness; socialize insights with executives.
- • Attend conferences and maintain relationships with platforms to access betas and innovations.
- • Commission and oversee consumer research, brand tracking, and creative testing.
- • Orchestrate campaign development with designers, writers, media planners, and marketing operations.
- • Develop ad messaging frameworks, briefs, and creative platforms.
- • Create long-range advertising roadmaps in concert with overall marketing strategy.
- • Oversee data collection methods, attribution models, and MMM/MTA to evaluate performance.
- • Maintain a portfolio of advertising campaigns, results, and best practices for reuse and training.
- • Ensure compliance with legal, privacy, and platform policies; manage brand safety and crisis escalations.
- • Track program budgets, expenses, and response rates against objectives and benchmarks; report variances and actions.
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Marketing & Sales
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O*NET occupational data (work activities, skills, knowledge).
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Last reviewed: Jan 2026
