Paid Media Manager

Paid Media Strategy & Execution

Own full-funnel paid strategy and hands-on execution across Meta, Google (Search, PMax, Demand Gen), LinkedIn, and dental industry/endemic channels. Bring paid media in-house from agency/contractor management — rebuild and directly own campaign structure, targeting, bidding, and budget pacing. Manage channel mix and budget allocation to hit CAC and ARR targets across both SMB and DSO/enterprise audiences. Build and maintain audiences, exclusions, and account structures that keep spend efficient as we scale.

Performance & Optimization

Own CAC, ROAS, CPA, and demo-set targets by channel and campaign. Run weekly optimization cycles spanning bids, budgets, audiences, placements, and landing-page routing. Partner with Growth and Web to strengthen conversion paths and landing pages. Identify and shut down waste — misrouted traffic, underperforming placements, inefficient campaigns — quickly and decisively.

Creative & Experimentation

Partner with Studio and Brand/Comms to develop and iterate high-performing ad creative. Run structured, continuous test cycles across creative, audiences, offers, and messaging. Convert test results into a documented, compounding playbook of what works by channel and segment.

Measurement, Tracking & Reporting

Own the end-to-end integrity of paid conversion tracking — platform pixels, server-side/CAPI, UTM discipline, and offline conversion imports. Partner with RevOps to ensure paid attribution stays accurate and consistent with the CRM source of truth. Maintain paid performance dashboards and run a weekly reporting rhythm that explains what moved, why, and what's next.