Head of Paid Media

This is a fully remote position, open to applicants in United Kingdom.

📋 Description

• Assume complete responsibility for paid acquisition across Meta, Google, TikTok, and AppLovin.

• Develop the paid media strategy, adjust budgets, oversee the work of junior media buyers, and scale operations effectively.

• Manage CAC, MER, and blended contribution margins across all paid channels.

• Plan expenditure and distribute budgets among Meta, Google, TikTok, and AppLovin.

• Make decisions regarding scaling and predict as well as achieve performance goals.

• Control the Meta account structure, campaign architecture, audience and placement strategy, and testing framework.

• Guide junior media buyers in executing campaigns within the platforms.

• Set priorities, review their work, and ensure high launch quality.

• Develop standard operating procedures (SOPs), quality assurance checks, and onboarding processes.

• Train media buyers and establish criteria for future recruitment.

• Create and maintain a documented testing calendar that includes hypotheses, sample sizes, read windows, and kill criteria.

• Collaborate with creative teams on briefs and creative direction based on performance metrics.

• Conduct testing on offers, landing pages, and funnels alongside web and retention teams.

• Oversee attribution measurement and ascertain defensible incrementality and actual performance metrics.

• Generate reports that are easily understood and trusted by the founders.

• Review account structure, spending efficiency, and measurement within the initial 30 days.

• Provide a written analysis of the three major efficiency leaks and proposed solutions.

• Complete onboarding and manage day-to-day media buying after the first week.

• Establish a documented testing rhythm and conduct weekly performance evaluations within the first 90 days.

⛳️ Requirements

• Over 7 years of experience in paid media, performance marketing, or customer acquisition.

• Directly managed over $1M in paid media spending per month.

• Extensive hands-on expertise with Meta.

• Strong understanding of Meta's account structure and campaign architecture.

• Direct experience with Google, TikTok, and AppLovin.

• Proficiency in CAC, MER, AOV, LTV, and contribution margins.

• Capability to construct unit economics models.

• Familiarity with third-party attribution methodologies.

• Healthy skepticism regarding numbers reported by platforms.

• Prior experience managing media buyers.

• Ability to design systems that enhance media buyer performance.

• Strong advantage: experience in beauty, skincare, or supplements.

• Strong advantage: experience targeting women aged 45+ or in categories where trust and proof of efficacy are crucial.

• Strong advantage: experience scaling AppLovin or other emerging channels from inception.

• Strong advantage: experience with Amazon Ads.

• Strong advantage: exposure to founder-led businesses.

• Ability to act swiftly and make decisions with incomplete data.

• Comfort in challenging a founder's assumptions.

• A desire for ownership rather than merely task-based execution.

🏝️ Benefits

• Remote-first, asynchronous-friendly work environment.

• Genuine ownership of a critical function within the business, with direct access to the founders.

• A brand that enjoys authentic product-market fit and significant scaling potential.