Paid Media Manager

• Performance Marketing Strategy: Partner with the CEO to develop and execute a performance marketing strategy that aligns with the company's overall goals and objectives.
• Own Paid Media: You will lead hands-on execution and ownership of paid media channels, predominantly on Google Ads. This will involve optimizing auto-bidding algorithms, copy testing, keyword match types, and new inventory (e.g. PMAX)  to improve campaign performance. 
• Create New Revenue Streams: You will crack new channels (e.g., Meta Ads) and expand our current strategy to more subjects (e.g., chemistry). 
• Analytics and Reporting: Utilize data-driven insights to make informed marketing decisions, track and report on key performance metrics, and adjust strategies as needed to achieve performance goals. This includes profit metrics, CAC, ROAS, and LTV. 
• CRO: Lead all aspects of Conversion Rate Optimization (CRO), including conducting thorough analysis, hypothesis generation, A/B testing, and user experience.
• Experimentation: Ideate, conceptualize, plan, prioritize, and execute a/b tests and growth experiments. Drive new paid opportunities, unlocking new channels, acquisition funnels, and/or promotions that drive sustainable and scalable growth.
• Market Research: Stay informed about industry trends and competitor activities to identify growth opportunities and potential threats.
• Cross-functional Collaboration: Collaborate with SEO, partnerships, and lifecycle teams to integrate campaigns for diversified and high-impact growth.
• Thought leadership: Bring a visionary leadership approach, embracing challenges and fostering a culture of excellence and learning.

• Expert in performance marketing: We're looking for 3+ years of hands-on (B2C) experience in driving performance marketing and scaling on Google in particular. You have a deep understanding of the mechanics of PPC campaigns, including campaign structure, auto-bidding strategies, and new inventory. 
• Results-oriented: You excel in developing and overseeing highly efficient acquisition programs, with a keen focus on profitability metrics such as LTV, ROI, or ROAS, ensuring sustainable growth and maximizing returns.
• Natural data storyteller: You have a strong grasp of numbers and a love for data and analytics. Working with numbers and data sets comes naturally to you, and you're able to perform dimensional analysis and basic algebra and statistics to gain insights from the data. Additionally, you should be comfortable working with big data sets to analyze performance and make data-driven recommendations, rather than relying on intuition. 
• Systems mindset: Data analysis excites and motivates you. You regularly derive actionable insights to engineer growth in your scope. This requires analyzing data sets from Google Ads, onsite quiz results, and sales team data to find pockets of opportunity, improve performance, and build dashboards as needed.  
• Excellent communicator: You have excellent verbal and written communication skills and can effectively communicate with CEOs, engineers, sales team members, and other stakeholders. You tailor your communications to the appropriate audience, ensuring that your messages are clear, concise, and impactful.
• Builder-persona: We are still building the performance marketing engine at Learner. You are someone who genuinely enjoys building the foundations for new programs and processes and has a strong bias for action. 
• You’re Hands-on: You get into the weeds and obsess over the details of every campaign.
• You’re Scrappy: You can accomplish a lot quickly, independently, and cost-efficiently.
• You love working for startups: You have experience leading paid media for B2C startups. You're highly entrepreneurial and thrive in a fast-paced environment full of ambiguity.

• 3+ years of strategic and operational experience scaling Google Ads inventory, with a focus on building in the zero-to-one stage. This includes a strong understanding of auto-bidding. 
• Proven track record of using paid media as a driver of revenue and growth. 
• Experience leveraging CRO and A/B testing to improve paid media performance and ultimately drive profit growth. 
• Deep expertise with the Google Ads UI (or editor) and Google Analytics-4.
• A deep understanding of the importance of using return on ad spend (ROAS) as a key performance indicator (KPI). You understand that the ultimate goal of any PPC campaign is to generate revenue for the business, and ROAS is a critical metric that allows you to track the effectiveness of your advertising spend in generating that revenue.
• Exposure to growth marketing areas beyond paid media, such as marketing copywriting, and SEO. This will help you have a more holistic view of growth, enabling you to identify cross-channel opportunities and develop a comprehensive growth strategy.
• Proficiency in using Slack to communicate. 
• Proficiency in Google Suite, such as Google Sheets, Google Slides, and Google Docs. 
• B2C lead-gen experience is a plus. 

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