In my role at IRUSA, I was responsible for managing a $20 million annual marketing budget, with $13 million specifically dedicated to advertising. I spearheaded the strategic allocation of these funds across multiple channels. I broke down the budget meticulously, ensuring each dollar was spent efficiently on high-return initiatives while maintaining flexibility to pivot based on real-time performance data. This comprehensive approach allowed us to not only achieve targeted KPIs but also optimize spend for greater ROI, ensuring that both the marketing and advertising goals were met effectively.