Digital Marketing Manager, Consumer
About The Position
This role focuses on owning paid media strategy and execution for consumer-facing brands. The manager will be responsible for building, launching, and optimizing campaigns across various platforms, developing full-funnel media plans for different initiatives like new restaurant openings and promotions, and managing budget pacing. Additionally, the role involves managing creative requirements, asset trafficking, and ensuring accurate measurement and tracking through tools like GA4 and Google Tag Manager. A key aspect is partnering with developers and ordering platform vendors to capture online ordering revenue and tie it back to media efforts. The position also includes planning and executing email and push campaigns, building segmentation and lifecycle strategies, and connecting CRM audiences to paid media for targeted efforts. Strategic thinking and client communication are crucial, involving building performance reports, presenting findings, and translating data into actionable recommendations. The role also requires navigating multi-location logistics, including franchisee budgets and co-op funds.
Requirements
- 4–6 years of hands-on paid media experience, ideally in an agency or multi-location brand environment
- Deep, in-platform fluency in Google Ads and Meta Ads Manager with the ability to build a campaign from scratch, diagnose why one is underperforming, and explain the difference between a targeting problem and a creative problem
- Working knowledge of GA4 and GTM; comfortable inspecting a tag, writing a conversion event spec, and working with a developer to get it implemented
- Strong spreadsheet skills: pacing models, budget splits, and performance analysis without waiting on someone else to pull the data
- Clear written and verbal communication: able to explain a media decision to someone who doesn't work in ads
- Organized and self-directed across a multi-client workload, with a track record of hitting deadlines without being chased
Nice To Haves
- Restaurant, hospitality, retail, or franchise experience, especially with multi-unit or franchisee-funded media
- Experience with programmatic platforms and geofencing (GroundTruth, StackAdapt, The Trade Desk)
- Familiarity with restaurant tech stacks: Olo, Toast, Punchh, Thanx, Paytronix, Incentivio
- Supermetrics, Looker Studio, Zapier or comparable reporting automation
- Google Ads and Meta Blueprint certifications
Responsibilities
- Paid media strategy and execution
- Build, launch, and optimize campaigns across Google Ads (Search, Performance Max, Demand Gen, Local), Meta, TikTok, Reddit, and Programmatic DSPs
- Develop full-funnel media plans for new restaurant openings (NROs), LTO and menu launches, seasonal promotions, and always-on local awareness
- Own budget pacing across the portfolio including monthly targets, daily spend, and mid-flight reallocation between markets and channels
- Manage creative requirements and asset trafficking in partnership with the creative team, including placement-specific specs and creative testing plans
- Own GA4 and Google Tag Manager implementation for client sites: conversion events, dataLayer pushes, Meta pixel and Conversions API, and platform tag deployment
- Partner with client-side developers and ordering platform vendors (Olo, Toast, Thanx, Punchh, Incentivio) to capture online ordering revenue and tie it back to media
- Build and maintain reporting through Supermetrics and Looker Studio
- Plan and execute email and push campaigns through client loyalty and CRM platforms (Paytronix, Punchh, Thanx, Klaviyo and similar)
- Build segmentation and lifecycle strategy including new member onboarding, lapsed guest win-back, LTO announcements, birthday and reward campaigns
- Connect CRM audiences to paid media for suppression, lookalike modeling, and retention targeting
- Build monthly and quarterly performance reports and present them clearly to client stakeholders, in partnership with the account lead
- Translate performance data into recommendations
- Contribute to annual planning, and budget recommendations
- Navigate multi-location logistics: franchisee budgets, co-op funds, DMA-level allocation
Benefits
- Brands people actually recognize
- Campaigns where the results show up in a restaurant's sales the same week
- Digital practice is growing
- New digital tools are being unlocked regularly
- Opportunity to own accounts
- Opportunity to go deep technically
- Opportunity to see your work move a business
Stand Out From the Crowd
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What This Job Offers
Job Type
Full-time
Career Level
Mid Level
Education Level
No Education Listed
