Serve as the day-to-day point of contact for agency partner(s) managing paid search, video, social, and programmatic campaigns - setting expectations, defining priorities, holding them accountable to SLAs and optimization cadences, and proactively surfacing gaps or underperformance rather than waiting to be asked. Paid Search and Paid Social Strategy & Oversight (Core Expertise): Own the paid search strategy across Google Ads (Search, Shopping, Performance Max), Microsoft Ads, and other SEM platforms - defining keyword architecture, match type strategy, bid frameworks, and budget allocation.