Manager, Paid Media and Acquisition

Accountabilities: Own the day-to-day strategy, execution, optimization, and performance of paid media campaigns across Google Ads, Meta Ads, and Microsoft Ads. Develop campaign structures that support ecommerce revenue growth and location-level demand generation, including search, Shopping, Performance Max, and paid social. Manage campaign budgets, targeting, bidding, audiences, creative, product feeds, and other platform-level optimization levers. Lead paid media budget allocation, forecasting, pacing, and investment decisions across channels, campaigns, and locations. Identify opportunities to scale profitable growth while balancing short-term efficiency with long-term customer acquisition goals. Build and manage a creative testing roadmap, partnering with creative and brand teams to develop concepts, briefs, and iterations based on campaign insights. Design and execute structured experiments across audiences, campaigns, landing pages, products, offers, and channels, documenting results and turning successful tests into repeatable playbooks. Own performance reporting and analytics, using GA4, Google Tag Manager, advertising platforms, attribution tools, and relevant business metrics to guide decisions. Monitor tracking and attribution discrepancies, identify measurement gaps, and collaborate with internal teams to resolve issues. Partner with product, ecommerce, CRO, creative, and development teams to improve landing pages and conversion experiences. Develop paid media strategies for corporate and franchise locations, supporting market expansion and new location launches. Serve as a primary paid media contact for franchise owners, translating performance data into practical recommendations and scalable processes. Use AI tools and automation to improve campaign development, reporting, analysis, QA, creative iteration, and operational efficiency. Help transition paid media capabilities from an external agency to an internal function, building the infrastructure and processes needed for continued growth. Requirements: At least 5 years of hands-on paid media experience, with strong expertise in Google Ads and Meta Ads; Microsoft Ads experience is preferred. Proven experience managing paid media strategy, budgets, optimization, and performance for a direct-to-consumer, ecommerce, or multi-location business. Strong understanding of performance marketing metrics, including ROAS, MER, CAC, CPA, conversion rate, customer lifetime value, attribution, and revenue growth. Excellent analytical skills, with the ability to diagnose performance challenges, identify growth opportunities, and translate data into actionable recommendations. Experience with structured testing, creative optimization, and collaboration on landing-page and conversion-rate optimization. Strong GA4 and Google Tag Manager knowledge, including experience identifying and resolving tracking and attribution issues. Excellent communication skills and experience serving as a primary point of contact for clients, franchise owners, or business stakeholders. Ability to independently manage priorities, make informed decisions, and build processes and playbooks with minimal oversight. Experience transitioning paid media operations from an agency to an in-house team is a strong plus. Experience managing campaigns across multiple markets, locations, or territories is preferred. An AI-forward mindset, with experience using AI tools to improve campaign execution, analysis, reporting, QA, and workflows. Relevant certifications are preferred, including Google Ads Search, Shopping, and Measurement; Meta Certified Media Buying Professional; Microsoft Advertising; and Google Analytics (GA4). Benefits: Salary: $90,000–$102,000 per year. Performance-based bonus opportunity of up to 10%. Eligibility for employee stock options after one year. Paid time off and paid holidays. Professional development stipend. Comprehensive health benefits, including medical, dental, and vision coverage. Additional voluntary benefits. 401(k) retirement program. Remote work flexibility. Significant autonomy and the opportunity to build scalable paid acquisition systems from the ground up. Opportunity to contribute to nationwide expansion and support franchise entrepreneurs through marketing and digital growth.