Define and lead upper- and mid-funnel media strategies, ensuring investments build long-term brand equity while fueling acquisition and performance goals. Manage substantial multi-million-dollar media budgets across video, CTV, OOH, social, influencer, audio/podcasts, sponsorships, and partnerships. Establish a clear media investment framework that aligns awareness and consideration KPIs with top line growth objectives. Serve as the executive thought partner to Growth, Brand, and Creative leadership on how media drives both brand health and customer acquisition. Drive innovation in placements, partnerships, and sponsorships that differentiate the brand and deepen consumer engagement. Evaluate and secure non-traditional media opportunities (cultural moments, retail media, brand collaborations) that expand reach and impact. Incorporate AI-driven tools and emerging media platforms into planning and testing to stay ahead of industry trends. Partner with Data & Analytics to translate MMM, MTA, and incrementality studies into upper-funnel strategies. Leverage Growth tools and brand tools to identify opportunities, track awareness, and uncover whitespace for growth. Use research and measurement to continuously refine targeting, frequency, and channel allocation. Ensure awareness, consideration, and brand favorability KPIs are systematically monitored and linked to business outcomes. Establish feedback loops and performance recaps sharing insights across Growth, Brand, and Creative teams. Work with Creative to ensure messaging and storytelling are optimized for media channels. Partner with Performance Marketing to connect brand media with lower-funnel efficiency. Act as a bridge across Growth, Brand, and Analytics, aligning stakeholders on investment decisions. Lead and mentor a team of Media Managers and Analysts, building expertise in both brand and performance media. Create an environment of innovation, rigor, and test-and-learn culture. Elevate team capabilities to operate at the intersection of creative storytelling, analytical rigor, and media innovation.