• Lead the cross-border paid media efforts on paid social, display, and video advertising across 186 countries and 17 languages for iHerb on web and mobile app. • Managed 12+ media buyers, multiple agencies, and cross-department initiatives to hit aggressive sales volume, Customer Acquisition Costs (CAC), and revenue goals. • Develop, plan and allocate paid media budgets per country while prioritizing CAC, Gross Profit (GP), and LTV. • Facilitate, lead, and nurture key relationships with partners including Google Ads, Google Marketing Platform, Facebook, AppsFlyer (MMP), Snapchat, TikTok, Twitter, Apple Search Ads (ASA), Reddit, Quora, Verizon Media, and Pinterest. • Strategize localized messaging & creative strategies across APAC, Russia, China, Latin America, Europe, and North America while catering a localized paid media approach to different regions/territories by focusing on inventory outside of the traditional social media/display realm (i.e. VK, Line, Tencent, QQ, Naver, Kakou, Yandex, & more). • Establish best practices for attribution and tracking methodology across paid media, mobile app, and earned properties within Google Analytics 360 (GA360), Google Marketing Platform, Search Ads 360, Facebook Attribution, and AppsFlyer (MMP).• Stakeholder for app adoption and app awareness growth initiatives (ASO, Smart Banners, DSPs)• Lead growth marketing analytic projects and incrementally tests, including marketing mix modeling (MMM), multi-touch attribution models (MTA), data-driven attribution (DDA) strategy, brand lift, and conversion lift. • Marketing lead on Server-side tracking (S2S) migration and app tracking initiatives across 5 SDKs.