Senior Paid Marketing Manager - Google & Social (all genders)

Lingoda

6d•Remote

About The Position

Lingoda is bringing paid acquisition in-house and is seeking an analytical, execution-driven Senior Paid Marketing Manager to take direct ownership of its multi-brand paid media portfolio. The role will transition paid acquisition from an external agency and build a unified in-house growth engine. The immediate focus is on scaling B2C brands Match Doctors and Curani; as those funnels mature, the role will expand to B2B brands Match Pflege, Lingoda Healthcare, and Lingoda for Business. The position connects advertising investment to qualified leads and closed outcomes, working closely with sales teams and supported by in-house creative and video talent and tracking resources. The role owns Google and Meta campaign transition, auditing, restructuring, and scaling, starting from €70,000 per month in spend. It leads high-intent Google Ads campaigns, paid social growth and channel tests, and a structured weekly experimentation program. The manager will optimize toward qualified leads and customers, use AI tools to accelerate ideation and copy work, build visual performance reporting, and present recommendations to leadership. The role also collaborates with Product Marketing on landing-page and conversion-rate optimization, directs creative briefs using performance data, and works with developers on tracking implementation and maintenance. The ideal candidate has extensive hands-on performance marketing experience across Google Ads and paid social, particularly in niche, high-consideration sectors with longer qualification journeys. German at C1–C2 level is required, as is English at C1 level. The role is ideally based in Berlin, though applicants elsewhere in Germany are welcome. Remote work from home or work from Lingoda’s Berlin office is possible.

Requirements

At least 5 years of hands-on performance marketing experience.
Experience managing at least €50,000 per month in direct advertising spend across Google Ads and paid social in B2C- and B2B-focused businesses.
Proven success generating leads in niche, high-consideration verticals with multi-step or extended qualification journeys.
Hands-on mastery of Google Ads, including Smart Bidding, Search, and Performance Max, and Meta Ads Manager.
Ability to build visual reports using Looker Studio or similar tools, identify funnel drop-offs, and present data-backed recommendations to leadership.
Demonstrated initiative and success testing channels, ad formats, and creative angles to systematically reduce acquisition costs.
Understanding of conversion pixels, UTM hygiene, event tracking, and mapping offline CRM conversions back to Google and Meta.
German proficiency at C1–C2 level for keyword research, nuanced ad copy, landing-page messaging, and German healthcare and regulatory terminology.
English proficiency at C1 level for collaboration in a team whose working language is English.

Nice To Haves

Understanding of publicly funded or insurance-subsidized education and care models in Germany, including Pflegekasse, § 45 SGB XI, or Bildungsgutschein.
Previous experience in the health or education industry in Germany.

Responsibilities

Transition active Google and Meta accounts from the external agency; audit, restructure, and scale advertising spend across brands.
Own paid acquisition growth initiatives, testing new tactics, bidding strategies, and audience or messaging angles to increase lead volume and reduce cost per lead.
Manage Google Ads across Search, Performance Max, and YouTube, including campaigns for medical qualification recognition, care education, and corporate language programs.
Scale Meta lead generation and test additional channels, prioritizing YouTube, TikTok, and conversational or AI search discovery.
Partner with sales teams to analyze downstream lead quality and optimize bidding toward qualified leads and customers.
Run a documented weekly testing sprint, developing, launching, and analyzing two to three new hooks, audiences, form variations, or value propositions each week.
Use generative AI tools to accelerate German ad-copy ideation, translate technical and medical nuances, and brainstorm creative hooks.
Build and maintain visual dashboards tracking blended CAC, brand-level CPL, and downstream conversion rates, and present optimization roadmaps to leadership.
Work with the Product Marketing Manager on landing pages and post-click journeys; develop and test CRO hypotheses, form friction, trust signals, and messaging.
Provide the in-house video and design team with actionable creative briefs based on campaign performance.
Define technical tracking requirements and collaborate with developers to implement and maintain GA4, Google Tag Manager, Meta CAPI, and offline conversion uploads.