Paid Digital Manager

Description

• Own and manage an annual paid digital budget of approximately $12–13 million across Google, Meta, LSA, and other paid channels.
• Develop quarterly and annual paid media strategies aligned with lead generation, revenue, and customer acquisition goals.
• Allocate investment across brands, geographies, and seasonal opportunities to achieve blended CAC targets.
• Own budget pacing, forecasting, and variance-to-plan reporting for the paid digital portfolio.
• Identify opportunities to optimize investment and scale high-performing channels, markets, and campaigns.

• Serve as the primary business owner for the paid digital agency-of-record relationship, establishing strategy, KPIs, expectations, and accountability.
• Lead regular agency performance reviews and quarterly business reviews.
• Manage agency transitions and onboarding, including account ownership transfers, campaign rebuilds, and historical data migration.
• Direct CRO testing priorities and roadmaps against high-opportunity website pages and customer journeys.
• Build strong relationships with external partners while maintaining clear performance expectations.

• Own relationships with third-party lead aggregators and marketplace partners.
• Negotiate commercial terms and manage lead quality, cost per lead, and overall channel performance.
• Determine brand and market allocation for third-party lead-generation opportunities.
• Develop and manage Local Services Ads strategy and investment across the organization’s brands.
• Continuously evaluate emerging paid media and lead-generation channels for opportunities to test, validate, and scale.

• Lead, coach, and develop the paid digital marketing team, establishing clear goals and performance expectations.
• Build team capabilities and succession plans that can support continued growth across a multi-brand portfolio.
• Partner with CRO, SEO, Digital Experience, and Platform teams to align digital marketing priorities and initiatives.
• Establish scalable campaign QA standards, operating procedures, reporting cadences, and best practices.
• Create an operating environment that supports accountability, continuous improvement, and professional development.

• Own paid digital inputs into the monthly marketing efficiency scorecard, including CAC, CPL, conversion rates, and channel-level performance.
• Partner with Finance and Marketing Analytics to ensure paid media actuals are accurately sourced, reconciled, and reported.
• Translate complex channel-level data into clear business insights and recommendations.
• Distinguish between CPL, CAC, conversion, and revenue performance to provide an accurate view of marketing efficiency.
• Prepare clear, accurate, and timely reporting for senior leadership and board-level audiences.

• Maintain blended CAC within established targets across the paid digital portfolio.
• Successfully transition and ramp new agency partnerships within agreed timelines.
• Deliver third-party lead aggregator and LSA performance against established cost and quality benchmarks.
• Build and retain a high-performing paid digital team with strong bench strength and succession capabilities.
• Establish accurate, scalable, and timely reporting that supports executive and board-level decision-making.
• Identify and scale new channels and opportunities that contribute to sustainable customer acquisition and business growth.

Requirements

• 5–7 years of experience in paid digital marketing, performance marketing, or a related discipline.
• At least 2–3 years of experience managing a team and/or a large multi-brand or multi-location paid media budget.
• Proven experience managing an annual paid media budget of $5 million or more, including Google, Meta, and/or Local Services Ads.
• Demonstrated experience managing an agency-of-record relationship from the client side, including strategy, performance management, and accountability.
• Experience with third-party lead aggregators, marketplaces, or other performance-based lead-generation channels.
• Proven track record of hiring, developing, coaching, and retaining high-performing marketing teams.
• Strong analytical skills with the ability to connect paid media performance to CAC, revenue, and broader business objectives.
• Experience developing forecasts, managing budget pacing, and communicating performance to senior leadership.
• Comfortable operating in a fast-paced, multi-brand environment with executive and board-level reporting expectations.

• Experience in home services, franchise, multi-location, or another high-consideration consumer services industry.
• Experience managing paid media across multiple brands and geographic markets.
• Experience working in a private-equity-backed organization or similarly performance-driven environment.
• Experience with CRO strategy and experimentation.
• Experience managing Local Services Ads and third-party lead-generation marketplaces at scale.
• Strong understanding of the relationship between lead volume, lead quality, conversion, CAC, and revenue.
• Experience leading agency transitions, platform migrations, or significant changes to paid media operating models.