Responsibilities

• Manage the full-funnel DTC marketing budget across channels (e.g., Paid Search/Google, Paid Social, CTV, etc.) to scale new customer acquisition, improve ROAS, and optimize CAC and LTV.
• Build the annual and quarterly paid media plan — forecast spend, revenue, and CAC by channel, track actuals against forecast, and present results and recommendations to leadership on a monthly cadence.
• Own the execution and optimization of paid social campaigns across Meta, Pinterest, Reddit, and CTV — build, launch, optimize, and scale to drive profitable customer acquisition and revenue growth. Monitor pacing and reallocate budget proactively throughout the month.
• Drive creative strategy: develop testing roadmaps aligned to business priorities and brief in-house creative, brand, and UGC partners to produce high-performing ad creative tailored to platform best practices, audience segments, product categories, and angle testing.
• Build and maintain dashboards for daily, weekly and monthly reporting. Assess campaign and business results against KPIs to surface trends and optimize spend across marketing hooks and product/category mix.
• Measure the true incremental impact of paid spend — design geo-lift and holdout tests, reconcile platform-reported results against Shopify and GA4, and use those reads to guide budget allocation across channels.
• Identify new growth opportunities through structured A/B testing across creative, messaging, offers, audiences, placements, bidding strategies, and landing pages, supported by ongoing performance analysis.
• Manage freelance, partner and platform relationships — set scope and deliverables, hold partners accountable to performance targets, and serve as the day-to-day contact for Meta, Google, and other platform reps.
• Stay on top of platform updates, industry trends, and competitive benchmarks to keep Coyuchi’s campaigns innovative and effective.

Requirements

• 5+ years of hands-on experience managing paid campaigns, with a proven track record of scaling Meta (Facebook/Instagram) for DTC brands.
• Proficiency in managing Pinterest, MNTN, Reddit, TikTok ads, with an understanding of how creative strategy varies across platforms.
• Strong analytical skills and experience with Shopify, Google Analytics (GA4), Microsoft Excel and Google Sheets.
• Experience designing incrementality or holdout tests both in-platform or via manual (e.g. geo-based) experiments cross-referencing platform-reported data alongside GA4 and Shopify.
• Experience with Klaviyo or a similar ESP/CRM platform for first-party audience activation.
• Familiar using Supermetrics, Dataslayer, or any API to automate Paid Media metrics.
• Experience building and owning a paid media budget and forecast and managing partners (e.g. freelance, publishers, etc.) against performance targets.
• Excellent communication skills, with the ability to communicate analytical concepts clearly as well as collaborate effectively across departments. Confident presenting to senior leadership, external partners, and peers.
• Detail-oriented self-starter who thrives in a collaborative environment but can also manage execution independently.
• B.S. or B.A. Degree or higher

Preferred

• Passion for wellness and/or interior design is a plus.