Responsibilities

• Own the strategy, deployment, and optimization of all paid media budgets across Google Ads, Bing Ads, Meta Ads Manager, YouTube, TikTok, Programmatic display/video/CTV networks, and emerging platforms.
• Manage 3rd party agency relationships to maximize media efficiency through audience onboarding, data management platform integration, and dynamic creative optimization.
• Manage 3rd parties to drive campaign structure including bid management strategies, retargeting workflows, and cross-device frequency capping.
• Lead testing and scaling into AI-driven paid search frameworks to drive incremental booking volume.
• Continually test and scale ad copy, programmatic audience segments, targeting parameters, landing pages, and creative assets to lower Cost Per Acquisition and maximize appointment booking efficiency.
• Manage and refine elite affiliate and credit card partnership programs, leveraging targeted attribution models to drive high-margin booking growth and deliver strong ROAS.
• Partner with the web engineering/product teams by directing media traffic strategy, conducting landing page A/B and multivariate tests, and optimizing campaign-specific user journeys.
• Analyze campaign drop-off points within the online appointment booking engine to refine ad messaging, traffic segmentation, and landing page alignment.
• Establish clear conversion rate targets for paid and organic traffic, ensuring traffic sent from media channels converts effectively into completed bookings.
• Own the end-to-end analytics and tracking architecture specific to media performance, including tag management, pixels, server-side tracking, and campaign UTM parameters.

Requirements

• 8+ years of progressive experience in digital media, performance marketing, or demand generation, with at least 3+ years in a leadership role.
• Proven track record of managing multi-million dollar annual performance budgets with accountable ROI/ROAS targets across paid search, programmatic, and social channels.
• Extensive experience analyzing landing page performance, running CRO/AB testing frameworks, and optimizing conversion funnels leading into appointment bookings.
• Deep expertise with Google Ads, Meta Ads Manager, major Demand-Side Platforms (e.g., The Trade Desk, MIQ, etc.), Google Analytics 4 (GA4), and Google Tag Manager.
• Hands-on proficiency with conversion rate optimization and A/B testing platforms (e.g., Optimizely, etc.) and analytics tools (e.g., Hotjar, etc.).
• Strong familiarity with SEO tool stacks (e.g., SEMrush, etc.) and affiliate platforms.
• Strong capability in data modeling, Excel/Google Sheets, and dashboard creation (e.g., Looker Studio, Tableau).
• Salesforce and Marketing Cloud understanding a plus.
• Excellent analytical skills with a relentless focus on testing, metrics, and quantifiable business outcomes.
• Strong leadership capability to manage internal team members, agency partners, and collaborate effectively with web/product development teams.

Preferred

• Bachelor’s degree in Marketing, Data Science, or a related field preferred.