You will propose, build, implement, optimize, and measure paid media campaigns end to end, operating in a test-and-learn model to find the most efficient paths to reach and convert audiences — with particular focus on the mass affluent target, reaching them in the key demographic and geographic areas aligned to Nu's product offerings, from national brand campaigns down to regional, state, and city-level activation. Bring a strong media point of view, grounded in external benchmarks and references where Nu's own US data doesn't yet exist: partner with marketing, product, and finance stakeholders to shape the US paid media approach, and represent that point of view clearly across teams.