Paid Media & Acquisition Manager

RemotelyHR

Role Summary

The Paid Media & Acquisition Manager owns day-to-day execution and performance of French Florist's paid media program, Google Ads, Microsoft Ads, and Meta Ads, starting with our corporate boutique accounts. French Florist currently partners with an external paid media agency, but our long-term goal is to bring paid media strategy, execution, optimization, and franchise support in-house. This role will play a central role in that transition—building the internal capabilities, processes, reporting, and playbook needed to create a scalable, high-performing paid media function.

This is a hands-on, high-ownership role for a performance marketer who is equally comfortable developing strategy, working directly inside advertising platforms, analyzing performance, reallocating significant budgets, and turning insights into action.

You will own paid media performance across corporate and franchise locations, balancing national ecommerce growth with location-level demand generation. You will be responsible for determining where we invest, how we structure campaigns, what we test, and how we scale what works.

This role goes beyond campaign management. You will help build the paid acquisition engine that supports French Florist's growth, from campaign architecture and budget allocation to creative testing, measurement, experimentation, landing-page optimization, and market expansion.

You will partner closely with the Director of Performance and Growth Marketing, Creative, Product, Ecommerce, CRM, Analytics, and franchise stakeholders to ensure paid media is driving profitable, measurable business growth.

We are an AI-first team. Every role at French Florist is built to use AI tools to operate at a scale traditional teams can't. You will use AI to accelerate analysis, campaign development, QA, reporting, creative iteration, research, and experimentation and help build systems and processes that make the entire paid media function more efficient.

This is an individual contributor role with significant ownership and autonomy. Success means strong business judgment, rigorous analysis, fast iteration, clean measurement, excellent execution, and the ability to turn performance data into clear decisions.

Key Responsibilities

• 1. Paid Media Strategy & Channel Management

• Own day-to-day strategy, execution, optimization, and performance across Google Ads, Meta Ads, and Microsoft Ads.

• Develop and maintain account and campaign architecture that supports both ecommerce growth and location-level demand generation.

• Own brand and non-brand search, local/location-based campaigns, Shopping, Performance Max, and paid social campaigns.

• Manage campaign targeting, bidding, budgets, audiences, placements, search terms, product feeds, creative, and other in-platform levers.

• Continuously identify opportunities to improve acquisition efficiency, increase revenue, and scale profitable demand.

• Evaluate emerging paid media channels and formats and recommend when and how they should be tested.

• Build and maintain campaigns for new zip codes, service areas, markets, and store openings.

• Establish clear test, scale, and kill criteria for campaigns and channels.

• Ensure paid media strategy reflects seasonality, customer demand, geographic opportunity, inventory, merchandising priorities, and broader business goals.

• 2. Budget Management, Forecasting & Growth

• Own paid media budget pacing and allocation across channels, campaigns, and locations.

• Make in-flight budget decisions based on performance, demand, seasonality, growth opportunity, and expected return.

• Shift investment toward the highest-value opportunities while maintaining appropriate funding for testing and future growth.

• Develop paid media forecasts and budget scenarios to support quarterly and annual planning.

• Recommend where incremental dollars should be invested and identify areas where spend should be reduced or reallocated.

• Partner with the Director of Performance and Growth Marketing on paid media targets, financial planning, and growth scenarios.

• Balance short-term efficiency with longer-term customer acquisition and growth objectives.

• Monitor spend pacing and proactively flag risks, opportunities, and material changes in performance.

• 3. Creative Strategy & Testing

• Own the paid-media creative testing roadmap across Meta, Performance Max, and other relevant channels.

• Identify winning and underperforming creative concepts, hooks, messaging, offers, products, formats, and audiences using performance data.

• Partner with Creative and Brand teams to translate paid-media insights into actionable creative briefs.

• Establish a continuous test → learn → iterate process rather than relying solely on periodic creative refreshes.

• Develop and prioritize creative tests based on expected business impact.

• Analyze creative performance at the concept, message, format, audience, and placement level.

• Use AI tools to accelerate creative concepting, copy development, variant generation, analysis, and QA while maintaining French Florist's brand standards.

• Communicate clear creative learnings back to internal teams so paid media performance informs broader marketing decisions.

• 4. Testing, Experimentation & Optimization

• Develop and execute structured experiments across campaigns, audiences, creative, landing pages, products, offers, and channels.

• Establish clear hypotheses, success metrics, test durations, and decision criteria before launching experiments.

• Test new keyword categories, audience strategies, campaign types, geographic markets, products, creative concepts, and paid media channels.

• Partner with Product, Ecommerce, and Creative teams on landing-page and conversion-rate experiments that can improve paid traffic performance.

• Participate in incrementality, geo, holdout, and other controlled tests when appropriate.

• Distinguish between correlation and causation when evaluating campaign performance.

• Document learnings and turn successful experiments into repeatable playbooks.

• Continuously challenge existing assumptions and identify opportunities to improve the paid acquisition system.

• 5. Measurement, Attribution & Analytics

• Own paid media performance reporting and translate raw data into clear business insights and recommendations.

• Use GA4, Google Ads, Meta Ads, Microsoft Ads, server-side tracking, and third-party attribution tools to evaluate performance.

• Monitor discrepancies between advertising platforms, GA4, attribution systems, and business revenue data.

• Identify tracking gaps, attribution issues, and measurement inconsistencies and proactively work with internal teams to resolve them.

• Use ROAS, MER, CAC, CPA, conversion rate, revenue, contribution margin, and other relevant metrics to evaluate performance.

• Incorporate customer lifetime value and customer quality into acquisition decisions.

• Evaluate prospecting versus retention investment and make recommendations based on customer value.

• Partner with the Director of Performance and Growth Marketing on measurement infrastructure, including GA4, GTM, server-side tracking, and conversion APIs.

• Develop clear performance narratives that explain not only what happened, but why it happened and what we should do next.

• Use AI tools to accelerate reporting, anomaly detection, data analysis, and performance insights.

• 6. Landing Pages, Ecommerce & Conversion Optimization

• Partner with Product, CRO, Creative, and Development teams to improve landing pages and onsite experiences that receive paid traffic.

• Identify site friction and conversion opportunities using paid media performance data.

• Provide paid-media requirements and feedback for new product pages, location pages, category pages, and website launches.

• Evaluate landing-page performance by campaign, market, product, audience, and traffic source.

• Partner on CRO testing involving CTAs, product presentation, messaging, photography, trust signals, offers, and other conversion drivers.

• Ensure paid campaigns and landing pages are aligned in terms of intent, messaging, geography, products, and customer experience.

• Act as the