Paid Media Manager - Remote

About

Behindthechair.com is the world’s largest community for salon professionals. We connect salon professionals with the education, inspiration, products, brands and events that help them grow their careers. Our work spans digital media, social content, education, live events and brand partnerships.

Job Description

Behindthechair.com is seeking a strategic, analytical and creative Paid Media Manager to lead paid advertising campaigns across company initiatives, live events and client partnerships. This role will develop, execute and optimize paid media strategies that drive measurable results, including ticket sales, registrations, leads, website traffic, awareness and conversions.

What You’ll Do

• Develop and execute paid media strategies across Meta, Google, YouTube and other relevant platforms.
• Manage campaigns supporting BTC initiatives, live-event ticket sales, educational programs, lead generation and client marketing objectives.
• Build campaigns around defined audiences, objectives, budgets, timelines and performance goals.
• Manage the full campaign lifecycle, including planning, setup, launch, monitoring, optimization and reporting.
• Determine the appropriate campaign structure, platform mix, targeting strategy and budget allocation for each initiative.
• Continuously evaluate performance and make timely adjustments to improve results.
• Develop audience segments using demographics, interests, behaviors, customer data and campaign objectives.
• Create and manage custom audiences, lookalike audiences, retargeting groups and prospecting strategies.
• Tailor messaging based on where audiences are within the customer journey.
• Use campaign data and audience insights to refine targeting and identify growth opportunities.
• Develop paid media strategies that drive ticket sales, registrations and attendance for BTC events and educational experiences.
• Adapt campaigns throughout the promotional cycle, from initial awareness and early-bird sales to urgency and last-chance messaging.
• Monitor ticket-sales pacing and adjust budgets, audiences, campaigns and messaging based on performance.
• Align paid media with event announcements, talent reveals, promotions, deadlines and key sales moments.
• Use retargeting and conversion-focused strategies to move prospective attendees from awareness to purchase.
• Manage paid campaigns for professional beauty brands with distinct audiences, voices, visual identities and objectives.
• Learn each client’s positioning, products, priorities and target customer.
• Adapt strategy and messaging rather than applying the same approach across accounts.
• Maintain clear separation between client audiences, assets, budgets, reporting and objectives.
• Collaborate with account management and sales teams to understand deliverables and expectations.
• Clearly communicate recommendations, results and opportunities to internal stakeholders.
• Translate performance goals and audience insights into clear creative recommendations.
• Partner with design, editorial, social, sales, account management and events teams to develop effective assets and messaging.
• Provide direction on copy, calls to action, formats, hooks and creative variations.
• Ensure paid creative aligns with the audience, platform, customer journey and individual brand voice.
• Develop testing plans for creative concepts, messaging, audiences, placements and campaign formats.
• Identify when creative fatigue or declining performance requires new assets or a strategic shift.
• Monitor metrics such as reach, impressions, click-through rate, cost per click, cost per lead, cost per acquisition, return on ad spend and conversion rate.
• Build clear, accurate and actionable campaign reports.
• Track budgets and keep campaigns within approved spending levels.
• Proactively communicate pacing concerns, performance risks and tracking issues.
• Collaborate with internal teams and external partners to implement pixels, conversion events, UTMs and other tracking tools correctly.
• Maintain organized records of campaigns, audiences, budgets, assets, results and learnings.
• Stay current on platform updates, privacy changes, targeting limitations and paid media best practices.
• Evaluate new campaign formats, tools and opportunities that may improve performance.
• Understand how platform changes affect measurement, attribution, targeting and reporting.
• Educationally review landing-page performance and identify conversion opportunities.
• Familiarity with TikTok Ads, or Pinterest Ads.
• Familiarity with What Success Looks Like: The successful Paid Media Manager will:
• Build campaigns that reflect the unique goals, audiences and voices of BTC and each individual client.
• Drive measurable improvements in ticket sales, registrations, leads, traffic and conversions.
• Make informed optimizations based on data rather than assumptions.
• Provide clear visibility into campaign performance, challenges and opportunities.
• Develop a strong understanding of the salon professional while recognizing that not every campaign speaks to the same audience.
• Collaborate effectively across departments and help turn business objectives into thoughtful, results-focused paid media strategies.
• Bring curiosity, adaptability and accountability to every campaign.

Who You Are (job requirements/qualifications)

• Three or more years of hands-on paid media experience in an agency, multi-brand, media, event or similarly fast-paced environment.
• Demonstrated experience managing paid campaigns across Meta Ads Manager and Google Ads.
• Experience creating campaigns for multiple audiences, brands or clients simultaneously.
• Proven ability to develop conversion-focused campaigns rather than focusing solely on awareness or engagement.
• Experience supporting ticket sales, event registrations, e-commerce, lead generation or other direct-response objectives.
• Strong understanding of audience segmentation, retargeting, lookalike audiences and customer-funnel strategy.
• Experience managing and optimizing campaign budgets.
• Ability to interpret campaign data and translate it into clear recommendations.
• Strong written and verbal communication skills.
• Exceptional attention to detail and organizational skills.
• Able to manage multiple campaigns, deadlines, stakeholders and priorities at once.
• Comfortable working independently while collaborating closely with cross-functional teams.
• Able to quickly learn and accurately represent different brands, products and voices.

Preferred Qualifications

• Comfortable contributing to the creative development of paid media campaigns, including selecting imagery or video, writing or refining ad copy, and developing effective calls to action.
• Experience promoting live events, conferences, ticketed experiences or educational programs.
• Agency experience or experience managing paid media for a diverse portfolio of clients.
• Experience marketing to professional or trade audiences.
• Familiarity with the professional beauty, salon or hairstylist community.
• Experience with HubSpot, Shopify, Google Analytics, Looker Studio or similar reporting and CRM platforms.
• Experience reviewing landing-page performance and identifying conversion opportunities.
• Familiarity with TikTok Ads, or Pinterest Ads.
• Familiarity with What Success Looks Like: The successful Paid Media Manager will:
• Build campaigns that reflect the unique goals, audiences and voices of BTC and each individual client.
• Drive measurable improvements in ticket sales, registrations, leads, traffic and conversions.
• Make informed optimizations based on data rather than assumptions.
• Provide clear visibility into campaign performance, challenges and opportunities.
• Develop a strong understanding of the salon professional while recognizing that not every campaign speaks to the same audience.
• Collaborate effectively across departments and help turn business objectives into thoughtful, results-focused paid media strategies.
• Bring curiosity, adaptability and accountability to every campaign.