Growth Manager, Paid Media

About the role

GiveDirectly delivers cash directly to people living in poverty and crisis across 15 countries, with over $1B distributed to 2+ million people since 2011. The organization is scaling toward $1B in revenue in 2026 and building a technology stack and operating model designed for roughly 10x growth. The Individual Giving team aims to double new donor acquisition in 2027, with paid media as the primary lever.

As Growth Manager, Paid Media, you will own end-to-end execution of the paid acquisition program across Meta, Google, YouTube, TikTok, and emerging platforms, and collaborate with the VP of Marketing on upper-funnel media buys (podcasts, newsletters, OOH, connected TV). You will manage a multi-million dollar budget, build tracking and attribution systems, and drive both one-time and monthly giving growth. This is an individual-contributor role requiring hands-on platform execution without agency support.

Level: Manager (Senior Manager for more experienced candidates). Reports to: Director of Individual Giving.

Responsibilities

• Develop and execute paid digital fundraising strategy to acquire new donors, grow revenue, and strengthen long-term supporter value across Meta, Google, YouTube, TikTok, programmatic, and emerging platforms (~50% of time).
• Run top-of-funnel brand ads from placement and contracting through creative direction and development, including podcasts, OOH, and connected TV (~30% of time).
• Manage and optimize paid investment daily: monitor spend, pacing, cost per acquisition, and conversion; reallocate budget as performance dictates.
• Run a continuous test-and-learn program across audiences, creative messaging, channels, landing pages, and donation experiences; turn results into decisions rather than reports.
• Make strategic recommendations to the Director of Individual Giving and VP of Marketing on budget allocation based on performance data.
• Run acquisition and conversion campaigns for both one-time and monthly giving; test paid tactics to grow the recurring donor program.
• 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.
• Stand up standardized paid-channel attribution and UTM tracking so acquisition spend is evaluable outside the ad platforms.
• Build and maintain performance dashboards connecting campaign, website, and CRM data into a single view of channel return.
• 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.

Requirements

• 3–5+ years in growth or performance marketing with a proven track record running paid media to a conversion or revenue target, in-house or agency, across Meta, Google, YouTube, and emerging platforms.
• Experience managing a paid media budget of at least US$5M/year with strong performance measurement discipline: trust your own data over platform recommendations, and know when to scale, cut, or pause and reset a channel.
• Genuine test-and-learn habit: design multivariable tests across creative, audience, messaging, and landing pages, and use insights to scale the program.
• Strong written communication and ability to own creative direction of ads from conception and drafting through launch; experience with or a strong eye for graphic design (Figma, Canva).
• Strong, succinct communication and ability to work productively with a Brand and Marketing team focused on brand awareness.
• Alignment with GiveDirectly's values and active demonstration of core competencies: emotional intelligence, problem solving, project management, follow-through, and fostering inclusivity.
• Experience with tracking and attribution to ensure detailed reports are shared with senior management.

Bonus skills

• Experience with WordPress, Salesforce, PostHog, Google Analytics, Tableau, Zendesk, Ahrefs, or similar tools.
• Experience with paid ads for a non-profit of similar size or an agency supporting non-profits.

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 fully deployed against upper-funnel objectives, in compliance, and contributing measurable qualified traffic.
• A documented acquisition model that forecasts cost per acquisition and revenue by channel accurately enough to justify a materially larger paid budget.

Pay

GiveDirectly uses an accredited third-party salary aggregator to calculate competitive pay based on role, location, and cost of living, with a no-negotiation policy for equity. The benefits stipend may be used for benefits or taken as additional taxable income. Estimated salary benchmarks for other countries will be shared during the hiring process.

• United States: Base salary $99,940; bonus at target performance 10%; annual benefits stipend $21,393.
• United Kingdom: Base salary £66,150; bonus at target performance 10%; annual benefits stipend £2,760.
• Kenya: Base salary $65,000; bonus at target performance 10%; annual benefits stipend $8,454.

Benefits

• Annual benefits stipend (amount varies by country; see Pay section) usable for benefits or as additional taxable income.

Schedule & location

• Fully remote; must overlap with an East Africa timezone by at least 3 hours.
• Unable to sponsor or take over sponsorship of employment visas in the U.S. or U.K. at this time.
• Travel requirement: ~1–2 times per year to a country of operation for team retreats or field visits.