Paid Media Manager

Behindthechair.com Inc•Lombard, IL

34d•$60,000 - $75,000•Remote

About The Position

Behindthechair.com is seeking a strategic, analytical and creative Paid Media Manager to lead paid advertising campaigns across our company initiatives, live events and client partnerships. This role is responsible for developing, executing and optimizing paid media strategies that drive measurable results, including ticket sales, registrations, leads, website traffic, awareness and conversions. The ideal candidate understands that successful paid media is not one-size-fits-all. This person must be able to identify and speak to distinct audience segments, shift between different brand identities and voices, and build campaigns around each client’s specific goals. You may be promoting a BTC event one day and developing a client-specific product, education or awareness campaign the next. The Paid Media Manager must be comfortable learning new brands quickly, understanding what motivates their audiences and translating those insights into effective paid strategies and creative direction. Experience marketing to salon professionals or within the professional beauty industry is a bonus, but not required.

Requirements

Three or more years of hands-on paid media experience in an agency, multi-brand, media, event or similarly fast-paced environment.
Demonstrated experience managing paid campaigns across Meta Ads Manager and Google Ads.
Experience creating campaigns for multiple audiences, brands or clients simultaneously.
Proven ability to develop conversion-focused campaigns rather than focusing solely on awareness or engagement.
Experience supporting ticket sales, event registrations, e-commerce, lead generation or other direct-response objectives.
Strong understanding of audience segmentation, retargeting, lookalike audiences and customer-funnel strategy.
Experience managing and optimizing campaign budgets.
Ability to interpret campaign data and translate it into clear recommendations.
Strong written and verbal communication skills.
Exceptional attention to detail and organizational skills.
Ability to manage multiple campaigns, deadlines, stakeholders and priorities at once.
Comfortable working independently while collaborating closely with cross-functional teams.
Ability to quickly learn and accurately represent different brands, products and voices.

Nice To Haves

Comfortable contributing to the creative development of paid media campaigns, including selecting imagery or video, writing or refining ad copy, and developing effective calls to action.
Experience promoting live events, conferences, ticketed experiences or educational programs.
Agency experience or experience managing paid media for a diverse portfolio of clients.
Experience marketing to professional or trade audiences.
Familiarity with the professional beauty, salon or hairstylist community.
Experience with HubSpot, Shopify, Google Analytics, Looker Studio or similar reporting and CRM platforms.
Experience reviewing landing-page performance and identifying conversion opportunities.
Familiarity with TikTok Ads, or Pinterest Ads

Responsibilities

Develop and execute paid media strategies across Meta, Google, YouTube and other relevant advertising platforms.
Manage campaigns supporting BTC initiatives, live-event ticket sales, educational programs, lead generation and client-specific marketing objectives.
Build campaigns around clearly defined audiences, objectives, budgets, timelines and performance goals.
Manage the full campaign lifecycle, including planning, setup, launch, monitoring, optimization and final reporting.
Determine the appropriate campaign structure, platform mix, targeting strategy and budget allocation based on each initiative’s goals.
Continuously evaluate campaign performance and make timely adjustments to improve results.
Identify and develop audience segments based on demographics, interests, behaviors, customer data and campaign objectives.
Create and manage custom audiences, lookalike audiences, retargeting groups and prospecting strategies.
Evaluate where audiences are within the customer journey and tailor campaign messaging accordingly.
Use campaign data and audience insights to refine targeting and identify new opportunities for growth.
Develop paid media strategies designed to drive ticket sales, registrations and attendance for BTC events and educational experiences.
Understand how event marketing changes throughout the promotional cycle, from initial awareness and early-bird sales through urgency-based and last-chance campaigns.
Monitor ticket-sales pacing and adjust campaigns, budgets, audiences and messaging based on performance.
Partner with internal teams to align paid media efforts with event announcements, talent reveals, promotions, deadlines and other key sales moments.
Use retargeting and conversion-focused strategies to move prospective attendees from awareness to purchase.
Manage paid campaigns for a variety of professional beauty brands, each with its own audience, voice, visual identity and campaign objectives.
Learn and understand each client’s brand positioning, products, priorities and target customer.
Adapt campaign strategy and messaging rather than applying the same approach across every account.
Ensure all campaigns accurately represent the individual client while meeting BTC’s quality standards.
Maintain clear separation between client audiences, assets, budgets, reporting and campaign objectives.
Collaborate with account management and sales teams to understand client deliverables and campaign expectations.
Communicate campaign recommendations, results and opportunities clearly to internal stakeholders.
Translate performance goals and audience insights into clear creative recommendations.
Partner with design, editorial, social, sales, account management and events teams to develop effective campaign assets and messaging.
Provide thoughtful direction regarding copy, calls to action, formats, hooks and creative variations.
Ensure paid creative is aligned with the intended audience, platform, stage of the customer journey and individual brand voice.
Develop and execute testing plans for creative concepts, messaging, audiences, placements and campaign formats.
Identify when creative fatigue or declining performance requires new assets or a change in strategy.
Monitor campaign performance and evaluate metrics such as reach, impressions, click-through rate, cost per click, cost per lead, cost per acquisition, return on ad spend and conversion rate.
Build clear, accurate and actionable campaign reports.
Look beyond surface-level metrics to explain what is driving performance and what should be adjusted.
Provide recommendations based on campaign data, audience behavior and business objectives.
Track budgets closely and ensure campaigns remain within approved spending levels.
Identify pacing concerns, performance risks or tracking issues early and communicate them proactively.
Work with internal teams and external partners to ensure pixels, conversion events, UTMs and other tracking tools are implemented correctly.
Maintain organized records of campaigns, audiences, budgets, creative assets, results and learnings.
Stay current on advertising-platform updates, privacy changes, targeting limitations and paid media best practices.
Proactively evaluate new campaign formats, tools and opportunities that may improve performance.
Understand how platform changes affect campaign measurement, attribution, targeting and reporting.
Help educate internal teams on meaningful changes to paid media capabilities and metrics.