Paid Media Manager

About the role

The Paid Media Manager will work remotely and report to the Director of Marketing. This role owns the day-to-day execution of paid media for Natural Balance and Canidae, partnering closely with our media agency to plan, launch, optimize, and measure campaigns with a primary focus on digital media tools.

Responsibilities

• Paid Media Strategy & Planning
• Own paid media strategy and planning for Natural Balance and Canidae in partnership with internal stakeholders and our media agency.
• Develop full-funnel media plans (prospecting, retargeting, and retention) aligned to brand objectives, seasonal priorities, and product launches.
• Translate business goals into clear channel tactics, audiences, creative direction, and measurement plans.
• Partner with sales, agencies, and creative teams to ensure campaigns support retailer priorities.
• Maintain an always-on testing roadmap (audiences, creative, landing experiences, offers) to drive continuous improvement.
• Campaign Build & Optimization
• Lead day-to-day campaign execution and QA: ensure accurate setup of accounts, pixels where applicable, events, naming conventions, budgets, and tracking.
• Work with the agency to traffic campaigns on time with correct objectives, targeting, placements, creative specs, and brand compliance.
• Monitor media & creative performance and optimize for efficiency and scale (budget reallocation, audience refinements, creative iteration, pacing).
• Proactively identify and troubleshoot delivery, tracking, and policy issues, escalating with agency/platform support as needed.
• Measurement, Insights & Reporting
• Own KPI metrics that link to business goals and reporting cadence for paid media (e.g., ROAS, CPC, incremental revenue, CTR, CPM, CVR, and new customer mix).
• Analyze campaign results, surface insights, and recommend actions to improve performance and creative effectiveness.
• Build clear, executive-ready performance summaries that connect media outcomes to business impact and next steps.
• Agency & Cross-Functional Collaboration
• Serve as the primary day-to-day liaison with our media agency: provide briefs, align on priorities, and ensure deliverables meet Ethos standards.
• Collaborate with creative partners on ad creative, messaging, and landing experiences based on data-driven learnings.
• Partner cross-functionally (brand, sales, analytics) to align media strategy with promotions and retail initiatives.
• Process, Tools & Continuous Improvement
• Manage paid media budgets and pacing in partnership with brand team and the agency; ensure spend aligns to plans and performance thresholds.
• Stay current on platform changes and emerging tools (Meta / Google updates, automation/AI capabilities, measurement solutions) and apply learnings to improve outcomes.
• Lead marketing mix modeling and performance output with agency

Qualifications

• Bachelor’s degree in Marketing, Business, Analytics, or a related field (or equivalent experience).
• 5+ years of hands-on paid media experience with demonstrated ownership of media plans and campaign execution; CPG experience strongly preferred.
• Deep experience building and optimizing campaigns in Meta Ads Manager (Facebook/Instagram), Google search, TikTok, including audience strategy and creative testing.
• Prior experience at a media agency (or in a close agency-client operating model) preferred, with strong project and stakeholder management skills.
• Strong analytical mindset with the ability to interpret performance data and make actionable recommendations; advanced Excel/Sheets skills required.
• Experience with measurement and attribution concepts (pixels, UTMs, conversion events, incrementality, MMM fundamentals) and comfort partnering on analytics.
• Excellent attention to detail with a track record of QA-ing campaign setup, tracking, and reporting for accuracy.
• Strong communication and collaboration skills; ability to influence without authority across agency and internal teams.
• Must be eligible to work in the US and willing to submit a background check and pre-employment drug screening.

Compensation & Benefits

• 401K
• Medical
• Dental
• Vision
• HSA & FSA
• Short Term Disability
• Long Term Disability
• Pet Insurance
• Life Insurance
• Employee Assistant Program
• And more!

Benefits

• Equal Employment Opportunity and Affirmative Action employer
• Pet Insurance
• Life Insurance
• Employee Assistant Program
• And more!

About Ethos Pet Brands

Ethos Pet Brands is the parent company of Natural Balance® and Canidae® pet brands. By joining forces under Ethos Pet Brands, these premium pet food brands strengthen their commitment to delivering the highest quality nutrition. We believe in the power of strong brands to connect with pet parents and create meaningful experiences.