Paid Media Manager - Meta & Google

The Paid Media Manager will own a $500K+/month paid media budget across Meta and Google for a profitable, 4th-generation family-run eyewear brand, managing it end-to-end—from forecasting and budget allocation to creative input and contribution-margin P&L. Reporting directly to the VP of Marketing & Operations, you’ll have full autonomy to run the acquisition engine using internal AI, incrementality testing, and generative AI tools to outpace traditional media buying teams.

What makes this a great opportunity

• Real budget, real ownership: $500K+/month in spend and direct impact on the company’s financials, with a direct line to the VP.
• A brand that converts: Peepers is a category leader in reading glasses and blue-light eyewear, with strong margins and a catalog built for repeat purchases.
• Modern stack, modern mandate: Leverage AI and automation to focus on strategy, with budget for tools (Motion, Triple Whale, Northbeam, etc.) and a mandate to experiment.

Responsibilities

• Own the number: Maintain a P&L-level forecast tying channel budgets to contribution-margin targets (not just ROAS), and manage daily/weekly spend pacing across Meta and Google.
• Allocate by marginal return: Shift budget dynamically based on incrementality—validated with geo-lift and holdout testing—rather than last-click attribution or platform-reported metrics.
• Architect for platform AI: Structure Advantage+ Shopping and Performance Max campaigns to align with financial targets, using bid caps and cost controls to guide algorithms.
• Influence the creative engine: Help shape the demand plan (asset types, volumes, and styles), translate performance data into creative direction, and run structured testing pipelines.
• Run rigorous experiments: Execute creative, audience, and landing page tests with proper holdouts and statistical discipline.
• Connect the data: Unify ad platform data, Shopify, and customer analytics to monitor cohort LTV, new vs. returning CAC, and retention, adjusting strategies in real time.
• Stay ahead of tools: Evaluate and adopt emerging AI tools for attribution, creative analysis, and reporting, integrating them into daily workflows.

Requirements

• 4+ years of hands-on experience buying paid social and paid search, including direct ownership of $200K+/month in spend (in-house DTC or agency).
• Experience with Advantage+ Shopping and Performance Max, with a deep understanding of automated bidding and platform behavior.
• Financial fluency: Comfortable with P&L management and contribution margin as a north star over ROAS.
• Experience running (or designing) incrementality tests: geo-lift, holdouts, or MMM inputs, with a clear grasp of correlation vs. incrementality.
• Ability to bridge quant analysis and creative direction—translate data into actionable creative briefs.
• Daily use of generative AI for ad copy, analysis, reporting, and ideation, with a bias toward evaluating and adopting new tools.
• Highly autonomous: Proactively identify gaps and build solutions without waiting for direction.

Nice to have

• Experience with eyewear, accessories, or catalog-driven DTC/ecommerce brands.
• Familiarity with MMM or third-party incrementality platforms (Measured, Northbeam, Lifetimely, etc.).
• Background unifying acquisition and retention in a single growth framework.