Overview
As the Senior Manager, Paid Media, you will be a "player-coach" responsible for the strategy, execution, and optimization of our digital media spend. This is a high-impact, hands-on-platform role where you will manage multi-million dollar budgets to drive both high-growth DTC e-commerce sales and omni-channel retail impact. You will bridge the gap between digital discovery and physical purchase, using advanced data signals and AI-driven automation to maximize total brand growth.
Responsibilities
Hands-on Platform Execution

• Core Channel Mastery: Direct execution and daily optimization within Meta Ads Manager, Google Ads, and TikTok Ads Manager.
• Full-Funnel Management: Build and manage complex account structures that balance prospecting (TOF), consideration (MOF), and high-intent conversion/retention (BOF).
• Technical Setup: Own the implementation of tracking pixels, server-side Conversions API (CAPI), and product feeds for dynamic Remarketing.
  

Omni-channel & DTC Growth

• Omni-channel Synergy: Develop geo-targeted campaigns to drive foot traffic to store while maintaining DTC profitability.
• Profit-First Scaling: Manage spend based on Marketing Efficiency Ratio (MER) and contribution margin rather than platform-reported ROAS alone.
• Inventory-Driven Buying: Align media spend with real-time inventory levels across both digital and physical channels to prevent wasted ad spend on out-of-stock items.
  

Advanced Audience & AI Integration

• First-Party Data Strategy: Leverage Customer Data Platforms (CDPs) to build high-value seed audiences and predictive lookalikes.
• AI Automation: Utilize automated bidding scripts and AI-driven creative testing frameworks to increase the velocity of campaign iterations.
  

Performance Metrics (KPIs)

• DTC Net Revenue & CAC: Maintaining profitable growth across all e-commerce channels.
• Blended MER: Ensuring the total marketing investment is driving efficient total business revenue.
• Retail Velocity: Tracking the lift in "Brick & Mortar" sales correlated with localized digital spend.
• LTV (Lifetime Value): Optimizing for high-value customer acquisition rather than one-time purchasers.
  

Required Technical Stack

• Ad Platforms: Meta, Google (Search/PMax/Shopping), TikTok, and Pinterest.
• Analytics: Google Analytics 4, Triple Whale, or Northbeam.
  

Qualifications

• Experience: 6+ years of experience in hands-on digital media buying for high-growth DTC brands.
• Retail Knowledge: Proven experience managing "Drive to Store" or localized campaigns for omni-channel businesses.
• Data Fluency: Ability to build custom reports in Looker Studio or Tableau to visualize the full customer journey.
• Strategic Thinking: Ability to zoom out from the dashboard to provide high-level business recommendations to the executive team.
  

Equal Opportunity Policy
The Vitamin Shoppe is an equal opportunity employer. We respect diversity and accordingly are an equal opportunity employer that does not discriminate on the basis of race, color, creed, religion, national origin, ancestry, citizenship status, age, sex, gender, gender identity or expression (including transgender status), sexual orientation, marital status, veteran status, physical or mental disability, genetic information, or any other characteristic protected by applicable federal, state, or local laws. Our management is dedicated to ensuring the fulfillment of this policy with respect to hiring, placement, promotion, transfer, demotion, layoff, separation, recruitment, pay and other forms of compensation, access to facilities and programs, training and general treatment during employment.
We firmly believe that every Health Enthusiast has the right to be treated with dignity and respect. Our goal is to maintain a satisfied and productive team of Health Enthusiasts. The keys to reaching that goal are effective leadership, equal application of fair human resources policies, competitive wages and benefits, and close attention to all health enthusiast matters. The Vitamin Shoppe is committed to the principle of fair and impartial treatment of our Health Enthusiasts.
Health Enthusiasts with questions or concerns about equal employment opportunities in the workplace are encouraged to bring these issues to the attention of their Human Resources representative. We will not allow any form of retaliation against Health Enthusiasts who raise issues of perceived discrimination in good faith. To ensure our workplace is free of artificial barriers, violation of this policy may result in disciplinary action, up to and including discharge.
Compensation
The salary for this position is based on many factors such as role requirements, skill set, years of experience and other organizational needs. The estimated range is $115,000 - $130,000 per year.