Responsibilities

• Partner with the Director of Marketing to build, manage, and continuously optimize a diversified paid channel strategy that supports both acquisition and retention goals across the full marketing funnel
• Own and execute end-to-end campaign strategy with primary focus on Meta, Google (Search, Shopping, YouTube), and TikTok, plus supporting spend on Snapchat, Pinterest, and Programmatic channels—from planning and launch through ongoing optimization and reporting
• Manage daily, weekly, and monthly budget pacing across all paid channels; monitor spend efficiency and proactively reallocate budget based on performance signals to hit ROAS, CAC, and revenue targets
• Build and maintain performance dashboards; deliver regular reports with clearly synthesized insights, channel-level attribution analysis, and concrete recommendations to stakeholders and leadership
• Continuously identify and implement campaign optimizations—including audience segmentation, bid strategies, creative rotation, and landing page testing—while maintaining strict quality control standards across all active campaigns
• Monitor competitive landscape, emerging ad products, consumer trends in fashion/swimwear, and platform algorithm updates to ensure Frankies Bikinis maintains a best-in-class paid presence
• Design and execute a rigorous, always-on testing roadmap—covering creative concepts, audience targeting, ad formats, copy variations, landing experiences, and in-platform conversion/brand lift studies—to systematically improve performance over time
• Analyze creative performance using both quantitative metrics (CTR, CVR, ROAS) and qualitative assessment; brief and collaborate with the creative team on ad concepts, copy, and visual direction optimized for each platform and audience
• Stay up to date on relevant industry trends, new ad products, and best practices