Responsibilities

• Develop and execute full-funnel paid social strategies across Meta, TikTok, and additional channels that balance brand storytelling with performance objectives
• Own budget pacing and bid strategy management across campaigns, allocating spend dynamically based on where we see the most efficient incremental returns
• Establish a strong POV on retargeting frameworks due to Pair’s long lead to purchase journey with the goal of improving conversion rates and customer lifetime value
• Partner with our data & analytics team on attribution models, incrementality testing, and Leads/CPA measurement — able to pressure-test what actually drove performance before scaling
• Define tactic-level KPIs and build actionable reporting for leadership and cross-functional stakeholders
• Collaborate with our Creative team to own our testing roadmap end-to-end — standing up process and ops for generating new content regularly and building durable test plans the team can reuse
• Partner closely with our creative team to develop high-performing, platform-native content, using performance data to inform briefs and influence what gets made
• Leverage AI tools to accelerate creative experimentation with the goal of expanding test velocity
• Partner with other teams to identify landing page friction points across Paid Social and own the testing roadmap
• Own sophisticated audience targeting frameworks across Meta and TikTok, sustaining results through platform shifts and stagnant performance

Requirements

• 5+ years of experience in paid social strategy and execution, with meaningful time at a high-growth DTC or e-commerce brand or performance agency
• Deep, current hands-on fluency in Meta Ads Manager and TikTok Ads, including structured testing across bidding, creative, and audience
• Strong understanding of performance metrics including ROAS, CAC, CPA, LTV, incrementality, and attribution — and the ability to validate what's actually driving performance before scaling
• Comfortable with raw data and ad platform reporting; ability to extract clear next steps from complex data sets
• Background managing creative for licensed partnerships or co-branded collaborations
• Eagerness to learn, experiment, and grow

Preferred

• Experience with Looker or Google Data Studio to build dashboards and automate reporting
• Familiarity with AppLovin, Pinterest, Snap, and/or Reddit as paid channels
• Familiarity with weekly or high-cadence product drop environments