Advertising Strategy Lead

Job Summary 

We're looking for an Advertising Strategy Lead to own Bison's advertising strategy and investment across Amazon, Walmart and D2C channels. With a large product portfolio, the challenge is not simply running campaigns - it is knowing where to invest, how much to invest, and how advertising should support product growth. 

This is not a campaign management role. You'll turn commercial priorities into investment plans, allocate budgets across products and channels, and evaluate performance in the wider commercial context. You will work closely with Growth Leads, PPC, Content & SEO specialists to make better advertising decisions at scale. 

We're looking for someone who can answer the bigger questions: where should we invest, what should we fund more, what should we stop, and why? 

 

Key Responsibilities 

• Own Advertising Strategy & Investment 
  Own advertising strategy across Amazon, marketplaces and DTC, defining channel roles, investment priorities, budgets and forecasts. Translate commercial priorities into investment plans across products, cohorts, categories and suppliers, and adjust allocation based on performance and business priorities. 

• Evaluate Advertising Performance 
  Evaluate advertising performance in the wider commercial context using ACOS, TACoS, ROAS, CTR, conversion, revenue and product performance. Identify where advertising is creating value, where it is underperforming and where investment should change. Own budget planning and forecasting - build investment scenarios and adjust budgets based on performance and commercial priorities. 

• Set Advertising Frameworks, Standards & Automation 
  Define campaign structure, targeting, bidding, budget allocation and optimization principles, giving PPC specialists clear frameworks for consistent execution across the portfolio. Work with the Operations & Systems Manager to identify and automate repetitive advertising processes, using AI and automation to improve efficiency, consistency and scalability. 

• Identify Growth Opportunities & Lead Experimentation
  Work with Product Growth and D2C Growth leads to identify where advertising can accelerate product growth. Lead experiments across channels and turn successful learnings into repeatable practices. 

• Reporting & Cross-Functional Communication 
  Provide clear and detailed advertising reporting to relevant company teams, ensuring stakeholders have visibility into performance, investment, key changes, opportunities and areas requiring attention. Communicate insights and relevant updates clearly to support cross-functional decision-making. 

 

What we are looking for 

• 3+ years of experience in performance marketing, paid media, Amazon Ads, digital advertising or a similar commercial role.  
• Strong strategic understanding of advertising beyond campaign-level optimization.  
• Experience managing significant advertising budgets and making investment decisions based on commercial impact.  
• Strong analytical skills and confidence working with revenue, margin, ROAS, ACOS, TACoS, CAC, conversion and other performance metrics.  
• Ability to connect media performance with wider product, pricing and commercial performance.  
• Strong understanding of experimentation, budget allocation and forecasting.  
• Experience leading or mentoring PPC / paid media specialists.  
• Strong communication skills and the ability to influence cross-functional teams.  
• A structured, commercially minded approach with a strong bias towards evidence-based decisions.  
• Fluency in English.