Paid Media Manager
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AI Summary
At Burton, we are a purpose-led brand rooted in snowboarding and the outdoors. We fight for the future of our people, planet, and sport. We aim to maximize our positive social impact and minimize our negative environmental impact while delivering high-quality performance products.
As a global leader in snowboarding, we’re committed to diversity, equity, and inclusion for the long-term health of our company, sport, and community. Through these efforts, we aim to make snowboarding and the outdoors accessible to all.
The Breakdown:
The Paid Media Manager is an integral part of our Digital Marketing team. They drive awareness, consideration, and conversion for our DTC business with a primary focus on execution and optimization of full-funnel paid media campaigns across Paid Social, Display, and Paid Search, as well as responsibility for supporting our Affiliate program.
The ideal candidate will have strong, hands-on experience in brand-building and data-driven performance marketing. This role is responsible for developing and executing full-funnel marketing strategies that enhance customer lifetime value (LTV), drive new customers, and create meaningful customer connections.
This position ideally sits in our Burlington, Vermont HQ offices, however, we are open to considering strong remote candidates.
What You Get to Do:
- Develop and execute targeted campaigns across paid social, display, paid search, Shopping, PMAX, CTV, and affiliate channels to drive awareness, consideration, and conversion.
- Manage media agencies and affiliate partners to maximize campaign efficiency, audience reach, and ROAS.
- Implement segmentation and personalization strategies to optimize performance.
- Analyze customer data to identify opportunities for targeting and campaign performance improvements.
- Partner with creative teams to develop compelling messaging and design.
- Continuously test and optimize ad creative, ad types, copy, and targeting segments.
- Work closely with analytics to measure customer churn, repeat purchase rates, and LTV.
- Identify and implement strategies to increase customer acquisition through paid digital channels.
- Monitor and report on campaign performance using internal and external analytics tools and provide actionable insights for improvement.
- Collaborate closely with the Marketing teams to ensure paid content and influencer activations align with Burton’s tone, values, and seasonal priorities.
- Work with the global team to localize assets and strategies, while advocating for the needs of the North American market.
- Support budget management, invoicing, and monthly performance reporting to ensure fiscal and operational discipline.
- Track and analyze campaign performance, using data to make recommendations for continuous improvement.
- Report on key KPIs, including, but limited to, ROAS, CPC, CPM, Impression Share, Conversion Rates, and Revenue.
- Leverage A/B testing and data insights to refine strategies and improve effectiveness.
What You'll Bring to The Team:
- 3–5+ years of hands-on experience in digital media planning and execution of paid media; influencer marketing is a strong plus.
- Proven track record of managing campaigns that drive measurable performance (e.g., reach, engagement, traffic, ROAS).
- Experience in working with or collaborating with external agencies and media partners.
- Strong understanding of digital KPIs, customer journeys, and campaign attribution models.
- A proactive and collaborative team player with strong communication skills and attention to detail.
- A passion for bringing compelling, engaging stories to life through digital marketing.
Core Capabilities That Would Help You Succeed in This Role:
- Proficiency in digital marketing platforms (Google Ads, Meta Ads Manager, TikTok Ads Manager, etc.)
- Proficiency in using analytics and reporting tools (e.g., GA4, Looker Studio).
- Ability to collaborate cross-functionally with creative, analytics, performance marketing, and paid media teams.
- Excellent project management skills, with the ability to execute and optimize multiple campaigns simultaneously and without error.
- Advanced communication skills that allow you to convey information clearly and effectively, both verbally and in writing. In addition, the ability to proofread effectively to ensure ad copy are error free is critical.
- Adjusts to changing priorities, new challenges, and evolving work environments.
- High level of attention to detail ensuring accuracy and thoroughness in work to maintain high-quality standards.
- Customer obsession and focus, understanding and optimization with the customer at the heart of all decisions.
- Proactive and can complete tasks without constant supervision.
How Your Success Will Be Measured:
Success will be measured through key digital marketing KPIs including but not limited to ROAS, CPC, CPM, Impression Share, Conversion Rates, CTR, CAC, and Revenue., as well as any relevant KPIs or performance related to customer acquisition.
Beyond performance metrics, success depends on overall success in the role day-to-day as well as collaboration. This includes aligning with e-commerce, the wider digital marketing team, and brand marketing. Regular performance reviews and stakeholder feedback will gauge effectiveness.
Travel:
- The position may require minimal travel.
Work/Physical Environment:
- Working Conditions
- This position is in a typical, stationary office setting. Over 80% of the day will be spent sitting in 1 location.
- Note if safety training, protocols, special gear needs to be utilized.
- Location: One of our offices around the globe (preferred) or remote
- Commitments
- Full-time, Salaried
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