Role Overview

The Marketing Manager is responsible for driving brand growth through strategic creative direction and high-performance paid media campaigns. This role combines data-driven decision-making with strong creative leadership, ensuring both brand equity and measurable results.

Key Responsibilities
1. Creative Strategy & Direction
Own and manage the creative testing roadmap across Meta and other paid channels
Translate customer insights into high-performing advertising concepts and angles
Develop clear creative briefs for designers, editors, and content creators
Ensure a balance between brand identity and performance-driven content
Build and scale repeatable creative frameworks (UGC, founder-led, nostalgia, lifestyle, compliance-safe content)

2. Paid Media Execution
Plan, manage, and optimize paid social campaigns (primarily Meta platforms)
Launch, test, iterate, and scale ad campaigns based on performance data
Monitor and control budget pacing and scaling strategies
Identify and troubleshoot issues related to creative, targeting, or account performance
Take full ownership of campaign results and performance metrics

3. Restricted Category & Risk Management
Navigate challenges related to:
Ad rejections
Account bans
Language and content restrictions
Platform compliance policies
Develop account redundancy and creative rotation strategies to mitigate risks
Make strategic decisions when platform rules conflict with performance goals

4. Brand Strategy
Develop and implement a clear and consistent brand strategy
Ensure all marketing efforts align with the brand’s positioning and voice
Strengthen brand equity while supporting performance marketing objectives
Identify opportunities to differentiate the brand in competitive markets

Qualifications & Skills
Proven experience in performance marketing and paid media (especially Meta Ads)
Proven track record of scaling paid media campaigns successfully
Strong understanding of KPI frameworks across TOF / MOF / BOF funnel stages
Hands-on experience in DTC e-commerce environments
Strong understanding of creative strategy and consumer psychology
Ability to analyze data and translate insights into actionable strategies
Experience working with restricted or regulated advertising categories is a plus
Excellent communication and team leadership skills
Strong problem-solving and decision-making abilities in fast-paced environments

KPIs & Success Metrics

Performance Marketing KPIs

Return on Ad Spend (ROAS) improvement and consistency
Customer Acquisition Cost (CAC) within target thresholds
Revenue growth driven by paid media channels
Conversion Rate (CVR) optimization across funnel stages
Cost per Purchase (CPP) / Cost per Lead (CPL) efficiency

Creative Performance KPIs

Creative testing velocity (number of new creatives tested per week)
Winning creative rate (percentage of creatives that scale successfully)
Click-Through Rate (CTR) improvement
Hook rate / thumb-stop rate on video creatives
Creative fatigue rate and refresh frequency

Funnel & Scaling Metrics

TOF: Cost per Click (CPC), CTR, traffic quality
MOF: Engagement rate, add-to-cart rate
BOF: Conversion rate, CPA, purchase volume
Ability to scale spend while maintaining efficiency targets

Operational & Risk Metrics

Ad account stability (reduced bans, rejections, downtime)
Speed of issue resolution (appeals, account recovery, creative adjustments)
Implementation of backup accounts and contingency plans

Brand Impact Metrics

Brand consistency across campaigns
Improvement in brand recall and engagement
Balance between performance-driven creatives and brand storytelling