Manager, Paid Media and Acquisition

Responsibilities

• 1. Paid Media Strategy & Channel Management — Own day-to-day strategy, execution, and performance across Google Ads, Meta Ads, and Microsoft Ads. Build campaign architecture that supports both ecommerce growth and location-level demand, including brand and non-brand search, local campaigns, Shopping, Performance Max, and paid social. Manage targeting, bidding, budgets, audiences, search terms, product feeds, and creative. Build campaigns for new markets, service areas, and store openings, with clear test, scale, and kill criteria. Evaluate emerging channels and align strategy with seasonality, demand, merchandising priorities, and business goals.
• 2. Budget Management, Forecasting & Growth — Own budget pacing and allocation across channels, campaigns, and locations, making in-flight decisions based on performance and expected return. Develop forecasts and budget scenarios to support quarterly and annual planning. Recommend where to invest incremental dollars and where to reduce or reallocate spend. Balance short-term efficiency with long-term acquisition goals, and proactively flag risks and opportunities.
• 3. Creative Strategy & Testing — Own the paid-media creative testing roadmap across Meta, Performance Max, and other channels. Analyze creative performance by concept, message, format, audience, and placement. Work with the Creative and Brand teams to turn insights into actionable creative briefs. Establish a continuous test → learn → iterate process, using AI tools to speed up concepting, copy, and variants while maintaining brand standards.
• 4. Testing, Experimentation & Optimization — Run structured experiments across campaigns, audiences, creative, landing pages, offers, and channels, with clear hypotheses and decision criteria. Participate in incrementality, geo, and holdout tests, distinguishing correlation from causation. Document learnings and turn successful experiments into repeatable playbooks.
• 5. Measurement, Attribution & Analytics — Own paid media reporting using GA4, ad platforms, server-side tracking, and third-party attribution tools. Identify and resolve tracking gaps and discrepancies between platforms, GA4, and business revenue data. Evaluate performance using ROAS, MER, CAC, CPA, conversion rate, contribution margin, and customer lifetime value. Partner with the Director on measurement infrastructure, including GTM, server-side tracking, and conversion APIs. Deliver clear performance narratives explaining what happened, why, and what to do next.
• 6. Landing Pages, Ecommerce & Conversion Optimization — Partner with Product, CRO, Creative, and Development to improve landing pages that receive paid traffic. Use paid media data to identify site friction and support CRO tests on CTAs, messaging, offers, and trust signals. Keep campaigns and landing pages aligned in intent, messaging, geography, and products. Serve as the paid media point of contact during site launches and migrations, maintaining URL mappings and QA checklists.
• 7. Local & Franchise Growth — Own paid media strategy across corporate and franchise locations and serve as the primary day-to-day paid media partner for franchise owners. Identify market-level opportunities based on demand, competition, budget, and seasonality. Build scalable frameworks for launching paid media in new franchise locations, and guide owners on budget, timing, and expectations. Explain performance and trade-offs in clear, non-technical language, and turn franchise feedback into process improvements.
• 8. AI & Operational Excellence — Use AI tools such as Claude to accelerate campaign development, analysis, reporting, QA, and documentation. Build repeatable AI-assisted workflows and automation that improve speed without sacrificing judgment. Build scalable playbooks that expand paid media across the franchise network without proportional headcount increases. Stay current on changes in ad platforms, AI, attribution, and measurement.

Requirements

• 5+ years of hands-on paid media experience with strong Google Ads and Meta expertise; Microsoft Ads preferred
• Proven ownership of paid media strategy, budgets, and performance for a DTC/ecommerce or multi-location business
• Strong understanding of ROAS, MER, CAC/CPA, CVR, LTV/CLV, and attribution
• Highly analytical, with experience in structured testing, creative optimization, and landing-page/CRO collaboration
• Strong GA4/GTM and measurement experience, including diagnosing tracking and attribution issues
• Excellent communication skills and experience as a primary point of contact for clients, franchise owners, or business stakeholders
• Comfortable working independently and building processes; experience moving work from an agency to an in-house team is a strong plus
• Experience managing paid media across multiple markets or territories preferred
• AI-forward mindset, with experience using AI tools to improve analysis, execution, QA, and reporting
• Preferred certifications: Google Ads (Search, Shopping, Measurement), Meta Certified Media Buying Professional, Microsoft Advertising, and GA4

Benefits

• Paid Time Off, Paid Holidays, Professional Development Stipend
• Full health benefits (medical, dental & vision) + voluntary benefits available
• 401k retirement program
• Employee stock option eligibility after one year