Annie Pemberton leads full-funnel paid media at Wayfair, including YouTube, paid social, affiliates, and audio. She built her marketing career in Paid Search: a demand-capture discipline. Today she runs the channels that generate demand upstream of it. When brand and performance lived in separate worlds, Annie brought them together—applying search marketing rigor to channels built for storytelling and reach. A data-driven marketer with an MBA from the University of Chicago, she connects upper-, mid-, and lower-funnel investments to business outcomes. She is passionate about measurement, creative feedback loops, and marketing systems that don’t force a choice between brand and performance.