Digital Marketing Manager (Paid Ads)

Paid Media Strategy and Campaign Ownership • Own paid media strategy across assigned brands, with a primary focus on top-of-funnel quality, enrollment intent, and downstream conversion performance. • Develop and maintain a quarterly paid media roadmap, including: • Channel strategy • Budget allocation recommendations • Optimization priorities • Testing hypotheses • Review, approve, and refine: • Targeting strategies • Keyword strategy • Campaign structure and architecture • Creative strategy and campaign assets • Partner with the Marketing Coordinator to ensure landing pages and creative assets align with paid media strategy. • Improve: • Lead volume • Lead quality • Cost per lead (CPL) • Cost per acquisition (CPA) • Oversee: • Conversion tracking strategy • A/B testing frameworks • Audience optimization • Monitor and analyze key KPIs, including: • Cost per qualified lead • Cost per acquisition based on enrollment • Lead conversion rates Process Improvement & Documentation • Maintain and continuously improve SOPs, work instructions, and documentation to reflect evolving marketing processes. Qualifications • 4+ years of hands-on experience managing paid media campaigns across Google Ads, Meta, and Microsoft Ads • Proven track record of improving CPL, CPA, and ROAS in lead generation environments • Strong understanding of: • Campaign structure and account architecture • Audience targeting and segmentation • Keyword strategy and search intent • Experience with: • Conversion tracking (GA4, pixels, offline conversions) • A/B testing frameworks and experimentation • Performance reporting and KPI analysis • Ability to translate business goals into scalable paid acquisition strategies • Strong analytical skills with the ability to make data-driven decisions quickly • High attention to detail and ownership of campaign performance • Excellent communication skills and ability to collaborate cross-functionally • Self-starter with strong initiative and proactive problem-solving skills, able to anticipate needs and act without waiting for direction • Passion for innovation, holistic health, and the future of wellness technology