GiveDirectly - Growth Manager, Paid Media

• Own paid media strategy and performance to execute growth and brand goals • Develop and execute the paid digital fundraising strategy that acquires new donors, grows revenue, and strengthens long-term supporter value across Meta, Google, YouTube, TikTok, programmatic, and emerging platforms (approx. 50% of time). • Run top-of-funnel brand ads, from placement and contracting to creative direction and development, including podcasts, OOH, and connected TV (approx. 30% of time). • Manage and optimize paid investment daily, monitoring spend, pacing, cost per acquisition, and conversion, and reallocating budget as performance dictates. • Run a continuous test-and-learn program across audiences, creative messaging, channels, landing pages, and donation experiences, and turn results into decisions rather than reports. • Make key and strategic recommendations to the Director of Individual Giving and VP of Marketing on where budget spend should be allocated based on performance data. • Grow one-time and monthly giving through paid • Run acquisition and conversion campaigns for both one-time and monthly giving, testing paid tactics to grow the recurring program—the fastest-growing part of our portfolio. • Optimize the digital supporter journey so paid campaigns connect cleanly to landing pages, donation forms, email, and CRM, maximizing conversion and retention. • Analyze acquisition, conversion, revenue, and retention trends by segment to inform where the next dollar goes. • Measurement & Reporting • Stand up standardized paid-channel attribution and UTM tracking so acquisition spend is evaluable outside the ad platforms. • Build and maintain performance dashboards that connect campaign, website, and CRM data into a single view of what each channel returns. • Develop a forecasting model that projects cost per acquisition and revenue by channel, so budget increases are decisions rather than bets. • Report to senior management on budget and paid campaign performance on a bi-weekly basis. • This role might not be for you if • You are used to relying on an agency for recommendations or ad builds in the platforms themselves. • You do not have experience/familiarity with both upper-funnel and direct conversion paid advertising. • You are not comfortable managing projects from A–Z, including ideation, planning, launching, testing, iterating, and evaluating. • What success looks like in 12–18 months • A clear, measurable contribution to the 2027 goal of doubling new donor acquisition, with a 50–70% share of new monthly donors acquired through paid. • The Google Ad Grant is fully deployed against upper-funnel objectives, in compliance, and contributing measurable qualified traffic. • A documented acquisition model forecasts cost per acquisition and revenue by channel accurately enough to justify a materially larger paid budget.