Sr. Manager, Paid Digital Media

The Vitamin Shoppe•Secaucus, NJ

3d•$115,000 - $130,000

About The Position

As the Senior Manager, Paid Media, you will be a "player-coach" responsible for the strategy, execution, and optimization of our digital media spend. This is a high-impact, hands-on-platform role where you will manage multi-million dollar budgets to drive both high-growth DTC e-commerce sales and omni-channel retail impact. You will bridge the gap between digital discovery and physical purchase, using advanced data signals and AI-driven automation to maximize total brand growth.

Requirements

Experience: 6+ years of experience in hands-on digital media buying for high-growth DTC brands.
Retail Knowledge: Proven experience managing "Drive to Store" or localized campaigns for omni-channel businesses.
Data Fluency: Ability to build custom reports in Looker Studio or Tableau to visualize the full customer journey.
Strategic Thinking: Ability to zoom out from the dashboard to provide high-level business recommendations to the executive team.
Ad Platforms: Meta, Google (Search/PMax/Shopping), TikTok, and Pinterest.
Analytics: Google Analytics 4, Triple Whale, or Northbeam.

Responsibilities

Hands-on Platform Execution
Core Channel Mastery: Direct execution and daily optimization within Meta Ads Manager, Google Ads, and TikTok Ads Manager.
Full-Funnel Management: Build and manage complex account structures that balance prospecting (TOF), consideration (MOF), and high-intent conversion/retention (BOF).
Technical Setup: Own the implementation of tracking pixels, server-side Conversions API (CAPI), and product feeds for dynamic Remarketing.
Omni-channel & DTC Growth
Omni-channel Synergy: Develop geo-targeted campaigns to drive foot traffic to store while maintaining DTC profitability.
Profit-First Scaling: Manage spend based on Marketing Efficiency Ratio (MER) and contribution margin rather than platform-reported ROAS alone.
Inventory-Driven Buying: Align media spend with real-time inventory levels across both digital and physical channels to prevent wasted ad spend on out-of-stock items.
Advanced Audience & AI Integration
First-Party Data Strategy: Leverage Customer Data Platforms (CDPs) to build high-value seed audiences and predictive lookalikes.
AI Automation: Utilize automated bidding scripts and AI-driven creative testing frameworks to increase the velocity of campaign iterations.
Performance Metrics (KPIs)
DTC Net Revenue & CAC: Maintaining profitable growth across all e-commerce channels.
Blended MER: Ensuring the total marketing investment is driving efficient total business revenue.
Retail Velocity: Tracking the lift in "Brick & Mortar" sales correlated with localized digital spend.
LTV (Lifetime Value): Optimizing for high-value customer acquisition rather than one-time purchasers.