Manager – Paid Media

We are seeking a highly analytical, strategic, and results-driven Manager – Paid Media to lead and scale paid marketing initiatives across global markets.

The role will be responsible for developing and executing full-funnel paid media strategies, optimizing marketing investments, and driving measurable business growth. The ideal candidate will have strong expertise in performance marketing, attribution, audience strategy, experimentation, and media measurement.

You will work closely with cross-functional teams across Marketing, Data, Engineering, Product, Finance, and Legal to ensure paid media investments contribute effectively to growth, customer acquisition, retention, and profitability.

Key Responsibilities

Paid Media Strategy & Budget Management

• 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.

Campaign Strategy & Execution

• 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.

Audience & Full-Funnel Strategy

• 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.

Measurement, Attribution & Analytics

• 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.

Testing & Optimization

• 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.

Agency, Platform & Vendor Management

• 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.

Affiliate Marketing

• 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.

Team Leadership

• 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.

Reporting & Stakeholder Management

• Deliver regular performance reporting to leadership and key stakeholders.
• Track and communicate key metrics, including CAC, ROAS, LTV, CPI, Conversion Rates, Revenue, and 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.

Cross-Functional Collaboration

• 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

• 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