Paid Ads Specialist

We are seeking a highly skilled Senior Paid Performance Specialist to lead paid acquisition and optimization across our eCommerce site and Marketplace channels—including Amazon, TikTok Shop, etc. This role will manage and scale multi-million–dollar budgets across Google, Meta, Amazon Ads, and emerging platforms such as Pinterest, Reddit, and Marketplace advertising tools.

This strategist will play a key role in accelerating growth, owning full-funnel performance strategy, and ensuring we deliver best-in-class execution across creative, audience targeting, bidding, and measurement. This role will report to both the Brand Development Director and Sales Director.

 

• Own end-to-end planning, execution, and optimization of paid media campaigns across Google, Meta, Amazon Ads, TikTok Shop, Walmart, Target+, Pinterest, Reddit, and other Marketplace channels.
• Develop full-funnel acquisition and retargeting strategies tailored to platform, audience, and product category.
• Manage and scale multi-million–dollar budgets with an ROI-driven approach, leveraging testing frameworks to improve efficiency and performance.
• Build and launch campaigns, including structuring accounts, setting bids, refining product feeds, and developing segmentation strategies.

• Lead advertising strategy across marketplace channels (Amazon, TikTok Shop, Walmart, Target+, etc.), ensuring strong visibility, efficient spend, and conversion growth.
• Partner with Marketplace and eComm teams to align advertising with inventory, launches, merchandising, and promotional calendars.
• Monitor keyword trends, product page readiness, and the competitive landscape to maximize results.

• Analyze performance across all channels to identify opportunities, risks, and growth levers.
• Build dashboards, performance reports, and forecasting models using Triple Whale, Google Analytics, and other analytics platforms to communicate insights to marketing, leadership, and cross-functional partners.
• Implement structured A/B testing across creative, messaging, landing pages, bidding strategies, and audiences.

• Work closely with Marketing, eComm, and Marketplace teams to ensure campaigns are supported with the right assets, messaging, and landing experiences.
• Clearly brief creative teams and proactively communicate needs to ensure timely delivery of high-performing ad assets.
• Partner with Product, Finance, and Operations to align on goals, launches, budgets, and overall business priorities.

• Serve as the internal expert on paid performance and marketplace advertising best practices.
• Provide strategic recommendations to leadership regarding channel mix, scaling opportunities, and new platform testing.

• 5–6+ years of hands-on paid performance experience in beauty, CPG, retail, or another high-growth DTC brand.
• Proven success managing and scaling multi-million–dollar annual budgets across Google and Meta.
• Strong experience executing campaigns across Amazon Ads, marketplace ad platforms, TikTok Shop, Pinterest, and/or Reddit.
• Deep understanding of full-funnel strategy and how to activate awareness, consideration, and conversion tactics.
• Familiarity with Triple Whale for attribution, reporting, and performance analysis.
• Analytical mindset with proficiency in performance measurement, attribution, and forecasting.
• Experience navigating product feeds, SEO/SEM best practices, and marketplace merchandising considerations.
• Exceptional communication skills and the ability to collaborate cross-functionally with creative, merchandising, operations, and executive teams.
• Ability to lead strategic initiatives, take ownership, and manage projects in a fast-paced environment.
• Passion for beauty, consumer products, and emerging digital marketing trends.

• Experience in beauty or high-volume CPG brands
• Experience with conversion rate optimization tools and landing page testing
• Familiarity with GA4, Looker Studio, or similar analytics platforms
• Marketplace certifications or Google/Meta ad certifications