Digital Paid Media Manager

About the Role

West Marine is seeking a technically skilled Paid Media Manager to join their Digital Marketing Team and lead the management of performance-driven media channels with a focus on eCommerce growth. This position offers the opportunity to directly influence both strategic initiatives and hands-on execution, leveraging advanced digital tools and data to accelerate West Marine's online presence. This role sits at the intersection of marketing, analytics, and revenue generation—driving scalable demand, customer acquisition, and measurable ROI across both B2C and B2B segments.

Responsibilities

• Design and execute high-performance paid media strategies across platforms like Google, Meta, Bing and key retail channels.
• Optimize product feeds in Google Merchant Center, Facebook Commerce Manager, and in feed management platform to ensure accurate, up-to-date listings.
• Manage and optimize Google Shopping feeds and ensure they are accurate, complete, and fully integrated into Google Merchant Center, leveraging tools like Feedonomics for retail success.
• Track, analyze, and refine campaigns using a technical understanding of ad platforms, adjusting key metrics such as Customer Acquisition Cost (CAC), Performance Based Bidding and Return on Ad Spend (ROAS) for optimal results.
• Oversee the media acquisition budget, ensuring the optimal allocation of resources across channels to maximize Return on Investment (ROI) through data-driven adjustments.
• Collaborate with analytics and development teams to conduct A/B and incrementality tests, using data insights to continuously refine and improve acquisition strategies.
• Partner closely with analytics, creative, merchandising, and eCommerce teams to ensure cohesive messaging, streamlined product feeds, and an optimized user experience across all platforms.
• Provide detailed performance reports, including technical diagnostics of feed health, and offer actionable recommendations to senior leadership. Highlight areas for technical improvement and strategic adjustments.
• Build and manage strong relationships with external media and technical partners to drive business growth and stay at the forefront of retail technology innovations.
• Regularly track and analyze campaign results, making data-driven adjustments to improve essential metrics like Customer Acquisition Cost (CAC) and Return on Ad Spend (ROAS).

Qualifications

• BS or BA degree, Marketing, E-commerce, Computer Science, or Business-related fields.
• 4-6 years of experience in performance marketing, with a solid track record of driving eCommerce growth through strategic media management.
• Extensive experience managing Google platforms (Search, Performance Max, Shopping) with a strong understanding of best practices for scaling growth.
• Hands-on technical management and optimization of online store feeds and local inventory feeds.
• Proven ability to design and implement incrementality tests to measure the effectiveness of media efforts.
• Exceptional analytical skills with the ability to leverage data and metrics to drive actionable insights and improve performance.
• Strong cross-functional collaboration skills, with a focus on flawless execution and impact-driven results.
• Experience in testing and optimization, working closely with media partners to implement innovative test-and-learn strategies.
• Deep understanding of media attribution, including navigating privacy concerns and addressing technical challenges to improve accuracy.

Certifications Required

• Google Ads
• Google Merchant Center
• Google Analytics
• Facebook Business Manager
• Facebook Ads Manager
• Facebook Commerce Manager

Preferred Technical Requirements

• Salesforce Commerce Cloud
• Looker
• Google Tag Manager

Benefits

West Marine offers a wide range of benefits, which include medical/dental/vision, various voluntary benefits, 401k, and paid time off.