Responsibilities

• Develop, execute and optimize paid media growth strategy to drive acquisition and awareness; ideal candidate will be dynamic and able to monitor and achieve key performance indicators that align with business objectives ranging from e-commerce revenue (top line and bottom line), maximizing retail and wholesale customer acquisition, and growing topline awareness
• Bring expertise across a breadth of digital and offline marketing channels including paid social, paid search, programmatic (display and video), affiliate, paid content, email newsletters, sponsored content, direct mail, podcast, TV/CTV and direct media buys/partnerships
• Establish channel forecasts and plan multi-million dollar budget recommendations across a diversified channel mix; leverage attribution and measurement tooling to ensure media investment is appropriately allocated, and ensure incrementality tests are regularly conducted for accurate value assessment
• Work in an agile and collaborative environment, managing both an internal team as well as agency partners who serve as a direct extension of the team; oversee all campaign launches and optimizations, extract insights from performance and creative reports that are meaningful and actionable
• Report out and collaborate cross-functionally with analytics, brand, and creative teams to ensure data accuracy, communicate insights/learnings, drive improved performance across creative channels, and collaborate on strategic initiatives
• Develop and implement testing strategies to improve KPIs including creative A/B testing, audience segmentation, ad placements, and retargeting strategy to maximise full-funnel performance
• Maintain relationships with key partners (Google, Meta, etc.), ensuring Casper is always following best practices and is able to access important alpha/beta opportunities; monitor industry trends and shifts in the competitive landscape
• This is a hybrid role, requiring that you work 4 days per week from our Richmond, VA office.

Requirements

• Minimum 10 years of direct experience managing large multi-million dollar budgets across a wide spectrum of digital and offline media with a proven track record of achieving KPIs such as ROAS
• Experience using advertising management platforms such as Google AdWords, Search Ads 360, Campaign Manager, etc.
• Familiarity with different attribution methodologies and measurement approaches (LTV, ROAS) as well as online-to-offline measurement with the ability to provide a strong POV on the optimal ways to measure digital media
• Stays on top of the competitive and cultural landscape with ability to quickly pivot as needed
• Prior experience working at an advertising agency preferred
• Ability to easily flex between being a strong strategic thought leader and getting into intricacies of platforms to ensure we are fully optimized
• Experience managing both internal team and agency partners
• Extensive knowledge of best practices as it relates to campaign set-up, structure, creative, bidding, bid modifiers, ad copy, extensions, shopping feed management, and landing page testing across digital media platforms
• Minimum 10 years of direct experience managing large multi-million dollar budgets across a wide spectrum of digital and offline media with a proven track record of achieving KPIs such as ROAS

Preferred

• Prior experience working at an advertising agency preferred
• Experience managing both internal team and agency partners
• Extensive knowledge of best practices as it relates to campaign set-up, structure, creative, bidding, bid modifiers, ad copy, extensions, shopping feed management, and landing page testing across digital media platforms
• Deep understanding of how to build out full funnel strategies and connect with our different personas in relevant and meaningful ways

Benefits

• Medical, vision, and dental insurance to help you with those coughs or cavities (too many waffles)...
• Paid Time Off. We believe in the power of rest so take the time you need to recharge.
• Dream-worthy gifted products after tenure milestones!
• Employee Discount to use on whatever you like (with a few exceptions) and product discounts for friends and family!
• … and more!