Responsibilities

• Google Ads ownership: Over time, you operate the Google accounts day-to-day. UK is the core market and your priority today, with the rest of the EU on the cards this year. Search, Performance Max, Shopping, YouTube, Demand Gen. Keyword research, match type strategy, negatives, ad copy, extensions, feed hygiene, landing page alignment, daily optimisation.
• Profit-aware scaling: You push spend up while keeping tCPA / CAC inside target bands. You understand how to grow Search Abs Top IS through budget, bidding, and quality score. You know how to scale a tCPA campaign when actual performance is running well ahead of target without blowing out CACs.
• Compliance mastery & account resilience: You operate cleanly under ASA / CAP and GPhC rules, particularly Rule 12.12 (POMs cannot be advertised to the public). You never reference prescription medicines, named drugs, or use words like "medication" in ad copy. You maintain and evolve our MCC and account structures to keep them resilient against the unique compliance challenges of GLP-1 advertising.
• Multi-geo orchestration: You run multiple country accounts in parallel without dropping balls - different keywords, localised ad copy, different match type strategies, different compliance realities, different reporting cuts. You build the systems that make multi-geo manageable as it grows.
• Ad copy, feed and landing page craft: You write ad copy that converts inside tight character limits and strict compliance rules. You treat Bolt like an e-commerce product on Google Shopping, owning the product feed, data quality, and the ad-to-LP handoff.
• Team building: As we add more buyers alongside you and underneath you, you hire, mentor, and lead the Google pod. You build the bench that this hire is the seed of.

Requirements

• Proven Google scale (hands-on): You've personally operated Google Ads accounts at £1M+/month spend for DTC ecom brands, in the platform yourself every day. Not "led a team that did it." Not "oversaw an agency that did it." You did it.
• 5+ years of Google-specific depth: You know Search, Performance Max, Shopping, YouTube, and Demand Gen. You can hold a credible conversation about tCPA vs tROAS vs Max Conversions, match type strategy, quality score levers, negative keyword hygiene, Search Abs Top IS optimisation, feed structure, attribution windows, and how to layer audiences on top of search intent.
• DTC consumer: You've scaled DTC brands, not maintained them after they were scaled by someone else. You know what it feels like to push spend month-over-month while keeping performance in band, and to break through ceilings that other operators accept. You think in purchases, CAC, LTV, and cohort economics - not MQLs and lead gen.
• Structured operator behaviors: Forecasting, weekly reporting cadence, explicit decision rules, written planning. You're not just a great optimizer - you're someone the team can rely on. Your work is legible. The leadership team trusts your metrics and your decisions.
• Ad copy and landing page fluency: You think in hooks, angles, and offers, not just keywords. You write ad copy that converts. You collaborate closely with CRO / LP teams and know how to isolate ad performance from LP performance when something breaks.
• Multi-geo experience or the operating discipline to absorb it: Either you've run Google Ads across multiple countries before, or you've demonstrably run multiple complex workstreams in parallel without dropping balls.
• Startup intensity: You'll work 50+ hours/week, async, in a high-ownership culture. You measure yourself in outcomes, not hours, but the outcomes here require real intensity.
• Not the right fit if: you've only worked with big corporate brands, B2B, or lead-gen ecosystems (MQLs, SQLs, demand gen for sales teams); you've only ever been an optimiser inside a mature account; you operate primarily through agencies or teams without staying hands-on; you're a former Google rep whose expertise is theory not scale; or you can't point to specific examples of personally moving the needle on a £1M+/month Google account.

Preferred

• Meta Ads experience: Hands-on scaling Meta at real DTC volume. Not a focus, but would be advantageous to have another head that could help out here when needed.
• Other channel range: TikTok Ads, programmatic, affiliate, offline (CTV, podcast, OOH) - any depth here accelerates how quickly you can broaden out.
• Healthcare / regulated category experience: GLP-1s, telehealth, weight management, supplements, or any category where ASA / CAP / GPhC / MHRA compliance is a daily reality. Bonus if you've personally handled an ASA challenge and come out clean.
• Google Ads Customer Match sophistication: You've navigated the Customer Match approval process and can talk practically about how to solve issues like ADVERTISER_NOT_ON_ALLOWLIST.
• Attribution sophistication: Comfort with MMM, incrementality testing, geo holdouts, post-purchase surveys - and a healthy scepticism of platform-reported ROAS. Bonus if you understand how to fight for accurate view-through and cross-device attribution on Google specifically.
• Multi-market operating history: You've run Google Ads across multiple countries simultaneously and learned the practical patterns that come with it, chiefly the UK and/or EU.
• Management / mentorship experience: You've hired, developed, and led paid search buyers before, even informally.
• Crisp written communication: You can translate platform-level mechanics into clear narratives for non-experts (leadership, finance, creative). Your weekly notes are the kind that get forwarded.
• Startup intensity: You’ll work 50+ hours/week, async, in a high-ownership culture.

Benefits

• Healthcare: comprehensive medical insurance (if appropriate)
• GLP-1s: free membership with a clinic offering GLP-1s.
• Vacation: PTO with a yearly minimum ( 2wks/yr + local national holidays)
• Remote: our team is fully distributed across the world and functions fully remotely
• Personal development: budget for books, courses, coaching ($1200/yr)
• Personal wellness: budget for gym, health apps ($1200/yr)
• Coaching: free biweekly health coaching
• Equipment: Macbook & work-from-home equipment provided as needed