Responsibilities

• Own Demand Gen & Search Strategy: Strategize, build, launch, and optimize high-budget Google Demand Gen and Google Search campaigns from scratch to drive efficient direct-response customer acquisition.
• Lead Funnel & Landing Page Strategy: Identify growth opportunities based on search intent. Determine when new landing pages, advertorials, or funnels are needed to support initiatives.
• Project Manage Creative Assets: Brief and coordinate external developers and designers to launch new landing pages, funnels, and advertising assets.
• Creative-Led Media Buying: Collaborate closely with Creative Strategists and Video Editors to define visual assets (images, carousels, video, and Shorts) needed for the Demand Gen machine.
• Audience & Keyword Architecture: Master keyword strategy, search terms, lookalike segments, custom intent audiences, and first-party data lists to maximize Google's machine learning.
• High-Frequency Testing: Design, run, and document rapid creative, funnel, and audience tests. Move independently from opportunity to test, launch, optimization, and scale based on hard data.
• Compliance & Account Health: Proactively handle Google Ads compliance, ad disapprovals, policy issues, and appeals.
• Performance Analysis: Analyze attribution, monitor daily platform metrics (CTR, CPA, CVR, ROAS), and report actionable insights to the broader growth team.
• Budget & Bid Management: Masterfully manage Smart Bidding algorithms (Maximize Conversions, Target CPA, Target ROAS) and account structures to scale spend efficiently.

Requirements

• 1–2+ Years of Proven Demand Gen & Search Experience: Demonstrated success in structuring, launching, and scaling Google Demand Gen (and/or legacy Discovery) and Google Search campaigns.
• 4+ Years of Overall Google Ads Expertise: Heavy emphasis on direct-response, conversion-focused eCommerce campaigns (YouTube Ads, Performance Max, and Search).
• Funnel & Growth Mindset: You are a performance operator, not a campaign manager. You don't just maintain accounts—you identify consumer problems, map out compliance considerations, design the required landing pages, and scale the solution.
• Creative-First Mindset: You understand that Demand Gen is a highly visual format. You know what makes a thumb-stopping hook and can partner with creatives to translate data into visual iterations.
• Data-Driven & Analytical: Deep understanding of CPA, ROAS, CVR, scaling, tracking, pixel health, and complex user journeys.
• High Ownership & Autonomy: Strong, autonomous operator comfortable in a fast-paced, async-first environment with minimal hand-holding.
• Communication: Exceptional written and verbal English communication skills.

Preferred

• Native Advertising Experience: Prior experience with networks like Taboola or Outbrain.
• Niche eCommerce Experience: Background in Shopify, health/wellness, or other compliance-sensitive, rapid eCommerce environments.
• Advanced Funnel Experience: Expertise creating and testing direct-response advertorials and multi-step funnels.
• High-Scale Budgeting: Experience scaling budgets to 6 or 7 figures monthly.
• Technical Analytics: Strong understanding of tracking, GA4, GTM, and offline conversion tracking setups.