Responsibilities

• Build and maintain a living P&Llevel forecast and marketing calendar that ties channel budgets to contribution margin targets, not just ROAS.
• Define daily and weekly spend pacing across Meta and Google. Use incrementality testing (geolift, holdout studies) to validate that spend is genuinely driving growth, not just taking credit for it.
• Allocate budget dynamically across channels, campaigns, and audiences based on marginal return, not lastclick attribution.
• Architect campaign structures optimized for platform AI: Advantage+ Shopping campaigns on Meta, Performance Max on Google. Understand when to consolidate and when to segment.
• Set and manage bid caps, cost controls, and budget rules that keep the algorithms working toward your financial targets, not theirs.
• Use AIpowered analytics tools (e.g., Motion, Triple Whale, Northbeam, or similar) to monitor performance relative to forecast, identify creative fatigue, and coursecorrect daily pacing.
• Design and execute structured testing frameworks: creative tests, audience tests, landing page tests—with proper holdouts and statistical rigor.
• You won’t be behind the camera, but you’ll be the strategic brain directing what gets made. Build a creative demand plan that specifies exactly how many assets (static, video, UGC, specific hook styles) are needed to sustain spend at target levels.
• Translate performance data into actionable creative briefs. Look at a dashboard and articulate precisely which hooks, angles, product features, and formats need to be produced next.
• Use generative AI tools to accelerate creative ideation, script iteration, and ad copy testing—then partner with internal production and external creators to bring it to life.
• Build a repeatable creative testing and iteration process that treats creative as a measurable, optimizable input rather than a guessing game.
• Act as the central nervous system connecting our financial model, ad platforms, Shopify data, and customer analytics into a unified view.
• Monitor cohortspecific LTV, new vs. returning customer acquisition costs, and retention metrics. Adjust strategy in real time based on what the data says, not what the platform reports.
• Evaluate and implement emerging AI tools—whether for attribution, creative analysis, audience modeling, or reporting automation—and integrate them into your daily workflow.

Requirements

• Financially Fluent: You understand that revenue is vanity and contribution margin is sanity. You’re comfortable living in the P&L and connecting highlevel financial goals to granular daily media buying decisions.
• An AIEra Media Buyer: You have deep experience with Meta and Google ad architecture, and you know how to leverage Advantage+, Performance Max, and automated bidding strategies to let the platforms do the heavy lifting. You stay current with platform changes and aren’t afraid to experiment with new tools.
• Experimentally Rigorous: You default to structured testing over intuition. You know the difference between correlation and incrementality, and you design experiments (holdout tests, geolifts, creative A/B frameworks) to prove what’s actually working.
• A Creative Strategist Driven by Data: You can look at performance data and translate it into specific, actionable creative direction. You bridge the gap between quantitative analysis and qualitative creative briefs.
• SystemsMinded: You build processes and integrations. You can connect Shopify, Meta, Google, and financial models into a single source of truth. You’d rather build a system once than repeat a manual task weekly.
• An AI Tool Adopter: You use generative AI in your daily workflow—for ad copy iteration, performance analysis, reporting synthesis, creative ideation. You evaluate new tools with a bias toward action, not skepticism.
• Highly Autonomous: You take direction from the VP of Marketing and run with it. You don’t wait to be told what to do—you see the gaps in the data and build solutions to fill them.
• Familiar with a range of strategic and creative deliverables, from branding to print, websites, and fully integrated campaigns.
• Enthusiasm and attention to detail.

Preferred

• Experience with eyewear, accessories, DTC, or catalogdriven ecommerce brands.
• Familiarity with marketing mix modeling (MMM) or thirdparty incrementality platforms (Measured, Northbeam, Lifetimely, or similar).
• Experience managing creative production workflows with UGC creators and inhouse teams.
• Background working with both acquisition and retention marketing in a unified growth framework.