Manager Paid Media

Key Responsibilities

• Lead paid media strategy and budget allocation across products, geographies, languages, audiences, and marketing channels.
• Optimize investments based on key business metrics, including ROI, CAC, ROAS, LTV, and CPI.
• Develop scalable full-funnel media strategies covering acquisition, consideration, conversion, remarketing, and retention.
• Identify opportunities to improve media efficiency and maximize customer lifetime value.

• Own end-to-end campaign strategy, execution, optimization, and performance across multiple paid media platforms.
• Manage campaigns across channels such as:
• Google Ads
• Google Search
• Performance Max
• DV360
• Meta Ads
• Universal App Campaigns
• Apple Search Ads
• TikTok Ads and other relevant platforms
• Oversee campaign setup, targeting, bidding strategies, budget management, creative testing, and ongoing optimization.
• Develop structured experimentation programs to continuously improve campaign performance.

• Develop audience strategies across the entire marketing funnel.
• Build segmentation, targeting, remarketing, and lookalike audience strategies.
• Improve reach efficiency, conversion rates, and customer acquisition performance.
• Partner with Product and Data teams to identify high-value customer segments and growth opportunities.

• Define and improve the paid media measurement framework.
• Work closely with Data and Engineering teams to strengthen attribution infrastructure and reporting.
• Lead initiatives involving:
• Attribution Modeling
• Incrementality Testing
• Marketing Mix Modeling (MMM)
• A/B Testing
• Full-Funnel Measurement
• Ensure marketing investment decisions are supported by reliable data and causal evidence.
• Analyze campaign and channel performance and translate insights into actionable recommendations.

• Design and execute structured A/B tests across:
• Ad creatives
• Messaging
• Landing pages
• Audience segments
• Bidding strategies
• Campaign structures
• Evaluate results and scale successful experiments.
• Continuously identify opportunities to improve conversion, efficiency, and profitability.
• Evaluate emerging advertising formats, automation capabilities, and AI-powered campaign solutions.

• Manage relationships with media agencies, advertising platforms, and external vendors.
• Lead agency selection, onboarding, performance management, negotiations, and renewals.
• Establish clear performance expectations and accountability frameworks.
• Build strong relationships with strategic platform partners.

• Build and manage a scalable affiliate marketing program.
• Develop commission structures and incentive models that drive incremental revenue and customer acquisition.
• Monitor affiliate performance and optimize partnerships for profitability and sustainable growth.

• Build, develop, and mentor a high-performing paid media team.
• Set clear goals, KPIs, and performance expectations.
• Improve processes, workflows, and ways of working.
• Foster a culture of experimentation, accountability, continuous learning, and data-driven decision-making.
• Manage and support remote team members across different locations.

• Deliver regular performance reporting to leadership and key stakeholders.
• Track and communicate key metrics, including:
• CAC
• ROAS
• LTV
• CPI
• Conversion Rates
• Revenue
• Marketing ROI
• Present investment plans, campaign performance, insights, and recommendations in structured formats.
• Influence cross-functional stakeholders and align paid media initiatives with broader business objectives.

• Partner closely with Marketing, Data, Engineering, Product, Finance, and Legal teams.
• Align paid media investments with company growth and profitability objectives.
• Share customer and market insights to support product, marketing, and business strategy.
• Ensure campaigns and measurement practices comply with relevant legal and privacy requirements.

Required Qualifications

• 7–12 years of experience in Paid Media, Performance Marketing, Growth Marketing, or related fields.
• Strong experience developing and executing full-funnel marketing campaigns.
• Proven experience managing large-scale, multi-channel paid media campaigns.
• Experience developing and executing global media strategies across multiple markets.
• Strong analytical and data-driven decision-making skills.
• Hands-on expertise in:
• Attribution Modeling
• Incrementality Testing
• Marketing Mix Modeling
• Media Measurement
• Full-Funnel Performance Metrics
• Experience working with cross-functional teams and influencing stakeholders without direct authority.
• Strong negotiation and vendor management skills.
• Experience managing remote teams.
• Experience selecting and managing external media agencies.

Technical & Platform Expertise

Hands-on experience with relevant marketing and analytics platforms, including:

• Google Ads
• Meta Ads Manager
• DV360
• GA4
• TikTok Ads Manager
• Looker or other reporting and BI platforms

Preferred Qualifications

• Experience with Affiliate Marketing and partnership-based acquisition channels.
• Background in DTC or B2C businesses.
• Experience working with subscription-based business models.
• Experience managing global or international media agencies.
• Familiarity with AI-powered advertising tools and campaign automation.
• Experience using AI and modern productivity tools to improve marketing workflows.

Key Skills & Competencies

• Paid Media Strategy
• Performance Marketing
• Growth Marketing
• Google Ads
• Paid Social Media
• Attribution Modeling
• Marketing Mix Modeling
• Incrementality Testing
• Budget Management
• Campaign Optimization
• Audience Segmentation
• A/B Testing
• Affiliate Marketing
• Data Analysis
• Team Leadership
• Stakeholder Management

Must-Have Skills

• Google Ads
• Attribution Modeling
• Paid Social Media Advertising

Good-to-Have Skills

• Marketing Mix Modeling
• Incrementality Testing
• Affiliate Marketing
• DV360
• GA4
• Meta Ads
• DTC / B2C Marketing
• Subscription Business Models