Or am I just whining?

Background: I work for a "startup," which I put in air quotes because the company has been around for 4 years. We have about 40 employees in three offices, 9 here plus some part time. We have a good amount of investment and bring in about 75% of what we spend (so not profitable just yet.) Standard work week is supposed to be about 60 hours, but they justify that as we have to be online when our international (Taiwan and Vietnam) offices are awake.

When I started the job 6 months ago, I spent about a month prototyping an iphone app and did really well on my own. They also found out about my facebook applications and how many users they got. Putting 2 and 2 together (and winding up at -7) they realized 1. I'm independent and innovative (because I was able to use stackoverflow to answer my iOS questions instead of bugging my superiors) and 2. I must have an eye for marketing (since my fb apps grew totally organically without me doing any advertising), and assigned me to a project optimizing adwords campaigns. Today I got reviewed, and then chewed out, by our CEO for not totally rocking this project.

Now I thought I was doing ok, but the CEO said the project is stagnant and they're expecting more from me. But since it's a startup, they play loose with job roles and I've had plenty of other things to do in the past three months. Every time I ask what's most important, I get conflicting responses depending who I ask, and the end result is that almost everything has equal priority - high.

I could go on about how I don't think adwords is worthwhile for us since our profit margin is so slim, and how we should be trying to improve our website first, but that's not the point. I also have explained to the office director (who originally assigned me the project, not the CEO) that I don't actually know anything about marketing, I'm just a decent programmer, but they think my general smarts will prove capable of tackling this challenge. The CEO also clarified that he wants a more technical and algorithmic approach to the problem.

So is there something I can do to address this? Combined with my existing and confusing workload, should I be raising an issue? Or should I do the grown up thing and give it my all, asking for help when I need it and hoping for the best?

Sorry if this is very rant-ish.