Responsibilities

• Develop and own the full paid media strategy across paid social (Meta, YouTube, Pinterest, TikTok, and emerging platforms) and paid search (Google, YouTube)
• Drive traffic and conversion to DTC properties and TikTok Shop
• Build and execute retailer traffic campaigns supporting sales at Target, Walmart, Amazon, etc.
• Collaborate with the TikTok Shop team on budget alignment and joint planning to support unit and GMV forecasts across priority priorities
• Stay ahead of platform shifts, algorithm updates, and emerging channel opportunities, bringing a strong POV on where to test and invest
• Proactively identify new opportunities to expand reach and drive efficiency across the paid portfolio
• Partner with internal and external teams to brief the exact ad formats, versions, and volumes needed to fuel a full-funnel paid strategy
• Build and manage a paid creative calendar that accounts for lead times, seasonal priorities, and testing cadences
• Identify content gaps and make the case for asset refreshes when existing creative is insufficient or outdated
• Build and leverage freelance or vendor contacts for ad versioning when in-house capacity requires additional support

Requirements

• Bachelor's degree in Marketing, Business, Communications, or related field required
• 7+ years of hands-on paid media experience spanning both paid social and paid search
• Expert-level proficiency in Google Ads, Google Analytics, Meta Ads Manager, YouTube Ads, Microsoft/Bing Ads, and creative analytics platforms such as Motion required
• Proficiency across TikTok Ads Manager, Pinterest Ads Manager, Reddit Ads, Google Tag Manager, Microsoft/Bing Ads, and creative analytics platforms such as Motion
• Experience driving traffic to both DTC e-commerce destinations and major retailers (Target, Walmart, Amazon, or similar)
• Strong budget management experience with demonstrated ability to allocate across multiple brands and priorities
• Experience briefing creative and influencer teams on paid performance needs
• Proficiency in platform reporting tools with experience building performance reports
• Strong attention to detail and organizational skills

Preferred

• Background in consumer products, CPG, toys, games, gifting, or a comparable category strongly preferred
• Familiarity with influencer whitelisting, TikTok Shop, and affiliate-driven paid strategy a strong plus