colibrigroup - Paid Media Manager
Requirements
• Success in this role requires strategic thinking, analytical rigor, and operational excellence. This individual will diagnose performance issues, identify growth opportunities, communicate clear executive-level recommendations, and partner cross-functionally to maximize customer acquisition, marketing efficiency, and revenue growth. • Bachelor's degree in Marketing, Business, Analytics, or a related field, with 5–8 years of experience managing complex paid acquisition programs with direct responsibility for revenue growth. • Expert-level experience managing Google Ads (Search, Performance Max, YouTube, Demand Gen, and Shopping), with demonstrated success rebuilding underperforming accounts and driving double-digit revenue growth through optimization rather than increased media spend. • Deep expertise in full-funnel paid media strategy, including campaign architecture, attribution models, audience segmentation, bidding strategies, landing page optimization, and conversion rate optimization. • Strong understanding of how paid search, SEO, CRO, Lifecycle Marketing, and Analytics work together to maximize customer acquisition and overall marketing efficiency. • Proven analytical ability to diagnose root causes, identify growth opportunities, and translate data into strategic business recommendations. • Experience with GA4, Shopify, attribution and reporting platforms, and AI-enabled marketing tools. • Excellent communication and executive presentation skills, with the ability to influence cross-functional partners and drive alignment across the organization. • Comfortable operating in a fast-paced, highly accountable environment while managing multiple brands, competing priorities, and significant business responsibility. • ## What Success Looks Like • Restore paid media performance by improving revenue, acquisition efficiency, and return on ad spend across VPS brands. • Build scalable campaign structures that support sustainable long-term growth. • Establish disciplined optimization, testing, and reporting processes. • Improve collaboration across Paid Media, Product Marketing, SEO, CRO, Lifecycle Marketing, and Analytics. • Increase overall marketing efficiency by making investment decisions based on total business impact rather than individual channel performance. • Become the organization's trusted expert on paid acquisition strategy and performance.
Responsibilities
• Paid Acquisition Strategy & Business Performance • Develop and execute paid acquisition strategies that drive revenue growth, customer acquisition, and long-term business objectives across four VPS brands. • Lead the turnaround and continuous optimization of paid media programs, improving efficiency, scalability, and commercial performance. • Make strategic investment decisions across brands, campaigns, audiences, and channels to maximize incremental revenue and return on marketing investment. • Search Engine Marketing Leadership • Own Google Ads strategy and performance, leading campaign architecture, optimization, and continuous improvement across Search, Performance Max, Demand Gen, Shopping, and other campaign types. • Diagnose performance issues using platform data, customer behavior, competitive insights, and attribution, translating analysis into measurable business results. • Develop search strategies that balance brand protection, customer acquisition, campaign efficiency, and profitability while maximizing qualified traffic and revenue. • Cross-Channel Performance Optimization • Develop integrated, full-funnel acquisition strategies across Google Ads, Microsoft Ads, Meta, YouTube, and other paid channels, balancing top-, mid-, and bottom-funnel investments while applying appropriate attribution models. • Optimize performance across paid search, paid social, SEO, CRO, Lifecycle Marketing, and direct traffic, identifying opportunities to improve overall marketing efficiency through coordinated channel strategies. • Continuously evaluate channel, audience, and campaign performance, shifting investment toward the highest-impact opportunities based on business objectives and customer behavior. • Performance Analysis & Continuous Improvement • Conduct ongoing account health audits to identify optimization opportunities, diagnose performance issues, and improve campaign efficiency. • Lead a disciplined testing and optimization program across campaign structure, bidding, audiences, creative, messaging, and landing pages using measurable success criteria. • Ensure operational excellence through accurate campaign execution, QA, tracking integrity, reporting, and continuous performance improvement. • Budget Stewardship & Commercial Accountability • Manage approximately $3.4 million in annual paid media investment across multiple brands, balancing revenue growth, profitability, and long-term marketing efficiency. • Make data-driven investment decisions using incremental revenue, CAC, ROAS, LTV, pacing, and overall business performance to optimize marketing efficiency. • Proactively identify risks and growth opportunities, adjusting investment strategies as business priorities evolve. • Executive Reporting & Strategic Partnership • Develop executive reporting and recommendations that translate paid media performance into clear business insights, root causes, and prioritized actions. • Partner cross-functionally with Product Marketing, SEO, CRO, Lifecycle Marketing, Analytics, Finance, and platform partners to improve acquisition performance and identify new growth opportunities. • AI & Marketing Technology • Leverage AI-enabled tools to accelerate analysis, reporting, forecasting, testing, and workflow efficiency while applying sound marketing judgment. • Stay current on evolving advertising platforms, automation capabilities, and emerging AI-driven optimization opportunities.
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