Responsibilities

• Own the number. Maintain a P&Llevel forecast tying channel budgets to contributionmargin targets (not just ROAS), and manage daily/weekly spend pacing across Meta and Google against it.
• Allocate by marginal return. Shift budget dynamically across channels, campaigns, and audiences based on incrementality — validated with geolift and holdout testing — rather than lastclick attribution or platformreported numbers.
• Architect for platform AI. Structure Advantage+ Shopping and Performance Max campaigns to work for your financial targets: knowing when to consolidate, when to segment, and how to use bid caps and cost controls to keep the algorithms honest.
• Have input on the creative engine. You won't be behind the camera, but your voice will be heard. Help create the demand plan (how many statics, videos, UGC assets, and hook styles spend requires), translate performance data into ideas, and run a structured creative testing pipeline with our internal team and external creators.
• Run rigorous experiments. Creative tests, audience tests, landing page tests — with proper holdouts and statistical discipline, not vibes.
• Connect the data. Unify ad platform data, Shopify, and customer analytics into one view. Monitor cohort LTV, newvsreturning CAC, and retention, and adjust in real time.
• Stay ahead of the tools. Evaluate and adopt emerging AI tools for attribution, creative analysis, and reporting — and fold the good ones into the daily workflow.

Requirements

• You have 4+ years buying paid social and paid search, including direct ownership of $200K+/month in spend (inhouse DTC or agency).
• You've worked handson with Advantage+ Shopping and Performance Max and understand automated bidding well enough to know when the platform is lying to you.
• You're financially fluent — comfortable in a P&L, and you know why contribution margin beats ROAS as a north star.
• You've run (or can credibly design) incrementality tests: geolift, holdouts, MMM inputs. You know the difference between correlation and incrementality.
• You can look at a dashboard and write a creative brief — you bridge quant analysis and creative direction.
• You use generative AI daily — for ad copy iteration, analysis, reporting, ideation — and evaluate new tools with a bias toward action.
• You're highly autonomous: you take direction and run, spotting gaps and building solutions before being asked.
• Don't check every box?
• If you've owned meaningful spend and the P&L mindset described above, we'd still like to hear from you!

Preferred

• Experience with eyewear, accessories, or catalogdriven DTC/ecommerce brands
• Familiarity with MMM or thirdparty incrementality platforms (Measured, Northbeam, Lifetimely, or similar)
• Background unifying acquisition and retention in a single growth framework