Paid Media Manager

Key Responsibilities

Paid Media Strategy & Execution

• Own full-funnel paid strategy and hands-on execution across Meta, Google (Search, PMax, Demand Gen), LinkedIn, and dental industry/endemic channels.
• Bring paid media in-house from agency/contractor management — rebuild and directly own campaign structure, targeting, bidding, and budget pacing.
• Manage channel mix and budget allocation to hit CAC and ARR targets across both SMB and DSO/enterprise audiences.
• Build and maintain audiences, exclusions, and account structures that keep spend efficient as we scale.

Performance & Optimization

• Own CAC, ROAS, CPA, and demo-set targets by channel and campaign.
• Run weekly optimization cycles spanning bids, budgets, audiences, placements, and landing-page routing.
• Partner with Growth and Web to strengthen conversion paths and landing pages.
• Identify and shut down waste — misrouted traffic, underperforming placements, inefficient campaigns — quickly and decisively.

Creative & Experimentation

• Partner with Studio and Brand/Comms to develop and iterate high-performing ad creative.
• Run structured, continuous test cycles across creative, audiences, offers, and messaging.
• Convert test results into a documented, compounding playbook of what works by channel and segment.

Measurement, Tracking & Reporting

• Own the end-to-end integrity of paid conversion tracking — platform pixels, server-side/CAPI, UTM discipline, and offline conversion imports.
• Partner with RevOps to ensure paid attribution stays accurate and consistent with the CRM source of truth.
• Maintain paid performance dashboards and run a weekly reporting rhythm that explains what moved, why, and what's next.

Requirements

• 4–6 years of hands-on paid media experience in B2B SaaS (SMB-heavy and/or account-based motions a plus).
• Expert in Google Ads and Meta Ads Manager; proficient with LinkedIn Campaign Manager.
• Strong command of efficiency metrics (CAC, ROAS, CPA) and how to move them.
• Deep fluency in conversion tracking: pixels, CAPI/server-side, UTMs, and offline/CRM conversion imports.
• Highly analytical and dashboard-fluent; HubSpot and GA4 literacy a strong plus.
• Experienced across both SMB (volume, efficiency, product-led) and enterprise/ABM (LinkedIn, account-based targeting) paid motions.
• Biased toward testing, iteration, and fast optimization.

Nice-to-Haves

• Experience advertising in healthcare or other regulated/compliance-sensitive categories, or in a dental/medical vertical.

Compensation & Benefits

• Competitive compensation and benefits
• Professional development and training opportunities
• Flexible, uncapped PTO
• Remote-first work environment, with preference for candidates based near Pearl's office hubs in Los Angeles, San Francisco, Salt Lake City, or New York City.