Senior Paid Media Manager

What You’ll Do:

• Own the strategy, hands-on execution, and daily optimization of Sunco.com’s full-funnel paid acquisition program.

• Manage campaigns across Google Shopping, Search, Performance Max, YouTube, Demand Gen, Reddit, Meta, TikTok, and emerging channels.

• Build campaigns across the customer journey, from awareness and consideration through purchase, remarketing, and retention.

• Manage campaign structure, targeting, bidding, budgets, creative testing, product feeds, and performance reporting.

• Develop channel and audience strategies based on customer intent, product category, buyer behavior, and funnel stage.

• Recommend budget allocations based on performance, marginal return, growth potential, and customer-acquisition efficiency.

• Optimize performance against ROAS, CPA, conversion rate, customer lifetime value, revenue contribution, and other business targets.

• Evaluate performance beyond platform-reported and last-click attribution using incrementality testing, holdouts, and other measurement methods.

• Monitor spend, pacing, conversion quality, and performance risks, taking timely corrective action when needed.

• Partner with Analytics and Web teams to ensure campaign tracking, attribution, reporting, and product feeds are reliable.

• Translate complex performance data into clear recommendations about what is working, what should change, and where Sunco should invest next.

• Build and manage a structured experimentation program across audiences, creative, messaging, ad formats, landing pages, bidding strategies, and funnel stages.

• Develop customer, product, behavioral, and audience segmentation strategies to improve relevance, efficiency, and scale.

• Partner with Creative to develop and test product messaging, video, static creative, ad formats, and audience-specific concepts.

• Identify successful campaigns and creative concepts and scale them responsibly across relevant channels.

• Evaluate emerging advertising channels and opportunities.

• Develop clear business cases, measurement plans, and success criteria before recommending investment in new channels or larger media buys.

• Collaborate with the Channel Marketing Manager to establish acquisition strategy, channel priorities, budgets, and growth targets.

• Coordinate with the Senior Ads Manager to maintain a cohesive, measurable, and scalable paid-media program.

• Partner with Lifecycle Marketing to connect acquisition and retention strategies through remarketing, customer-value insights, and lifecycle-informed growth opportunities.

• Work closely with Creative, E-commerce, Analytics, and Web teams to improve advertising performance and the post-click customer experience.

• Serve as Sunco’s paid-media subject-matter expert by providing guidance on platform changes, growth opportunities, performance risks, and testing priorities.

Required Qualifications:

• 5+ years of hands-on experience in paid media, performance marketing, or growth marketing for an e-commerce business.

• Proven success owning paid-media strategy and execution across multiple customer-acquisition channels.

• Deep expertise in Google Ads, including Google Shopping, Search, Performance Max, YouTube, and Demand Gen.

• Hands-on experience managing Meta and TikTok advertising campaigns.

• Experience with Reddit advertising is strongly preferred; familiarity with other emerging advertising opportunities is a plus.

• Experience managing significant paid-media budgets and making evidence-based allocation decisions.

• Strong analytical judgment across ROAS, CPA, conversion rate, customer lifetime value, attribution, and incrementality—not solely platform-reported or last-click results.

• Demonstrated ability to design, execute, document, and act on structured experiments.

• Strong understanding of e-commerce acquisition, product feeds, conversion optimization, customer value, and the relationship between acquisition and retention.

• Technical proficiency with advertising platforms, analytics tools, campaign tracking, product feeds, attribution, and performance measurement.

• A creative, growth-oriented mindset with the ability to develop innovative segmentation and implementation strategies while maintaining financial discipline.

• Strong communication skills with the ability to translate complex performance data into clear, actionable business recommendations