Paid Media Specialist – Global

• Gurunanda is seeking a hands-on
• **Paid Media Specialist – Global**
• to own and scale paid acquisition performance across international markets, with a particular focus on EU expansion. This role sits within the broader Growth & Ecommerce function and is responsible for the day-to-day execution, optimization, and measurement of paid media campaigns across Google Ads, Meta Ads, TikTok Ads, Apple Search Ads, and regional EU platforms.
• This is not a brand or awareness-only role. Success will be measured by CAC efficiency, ROAS, incremental revenue contribution, and the ability to scale profitable paid media spend across diverse global and EU markets.
• Core Responsibilities
• **Paid Media Execution & Optimization**
• Manage, build, and optimize paid media campaigns across Google Ads, Meta Ads, TikTok Ads, Apple Search Ads, and other regional/global platforms.
• Execute paid search, paid social, app acquisition, display, retargeting, shopping campaigns, feed-based advertising, and marketplace media strategies.
• Continuously monitor and optimize budget allocation across channels and markets based on ROAS, CAC, MER, and contribution margin.
• Hands-on management of meaningful paid media budgets across multiple markets and channels, ensuring efficient, profitable scaling.
• **Global & EU Market Management**
• Manage paid media campaigns across multiple EU markets, adapting strategy to local market dynamics, competition, and consumer behavior.
• Leverage EU-specific performance platforms and regional paid media channels to maximize reach and efficiency.
• Localize campaign strategy, messaging, and offers across markets, working in coordination with regional stakeholders.
• **Measurement, Attribution & Incrementality**
• Track and report on core performance KPIs: CAC, ROAS, LTV, payback period, conversion rate, retention, contribution margin, and cohort performance.
• Design and execute incrementality measurement initiatives, including geo tests, conversion lift studies, holdout tests, and matched market tests; contribute inputs to media mix modeling.
• Maintain a strong understanding of attribution limitations, platform-reported bias, privacy changes, signal loss, and measurement tradeoffs, adjusting strategy accordingly.
• Partner with analytics/attribution platforms (e.g., Triple Whale, Northbeam, Hyros, GA4) to validate performance and inform decision-making.
• **Creative Testing & Performance Feedback**
• Build and manage structured creative testing frameworks across hooks, messages, offers, formats, audiences, localization, and funnel stage.
• Translate creative performance data into clear, actionable recommendations for creative and content teams.
• Partner cross-functionally with creative teams to improve ad efficiency, engagement, and conversion performance.
• **Cross-Functional Collaboration & Reporting**
• Collaborate with growth, ecommerce, creative, and regional teams to align paid media strategy with broader business priorities, inventory, and promotional calendars.
• Build and maintain regular (weekly/monthly) paid media performance reporting, including forecasts and strategic recommendations.
• Identify, test, and scale new paid channels, audiences, and market opportunities while quickly reallocating away from underperforming initiatives.
• Key Performance Indicators
• Customer Acquisition Cost (CAC)
• Return on Ad Spend (ROAS)
• Marketing Efficiency Ratio (MER)
• Customer Lifetime Value (LTV) & Payback Period
• Conversion Rate (CVR)
• Contribution Margin
• Retention Rate & Cohort Performance
• Incremental Revenue Contribution
• Required Skills & Experience
• 7+ years of experience in performance marketing, growth marketing, paid media, or digital acquisition — preferably within eCommerce, marketplace, retail, consumer technology, subscription, beauty, health & wellness, or mobile app businesses.
• Hands-on experience managing paid media campaigns across multiple EU markets.
• Deep platform expertise across major global paid media channels: Google Ads, Meta Ads, TikTok Ads, and Apple Search Ads.
• Experience with EU-specific performance platforms or similar regional paid media channels.
• Strong understanding of paid search, paid social, app acquisition, display, retargeting, shopping campaigns, feed-based advertising, and marketplace media.
• Proven ability to manage and optimize meaningful paid media budgets across multiple markets and channels.
• Strong analytical skills, with experience measuring CAC, ROAS, LTV, payback period, conversion rate, retention, contribution margin, and cohort performance.

Experience with incrementality measurement

• geo tests, conversion lift studies, holdout tests, matched market tests, or media mix modeling inputs.
• Solid understanding of attribution limitations, platform-reported bias, privacy changes, signal loss, and measurement tradeoffs.
• Experience building creative testing frameworks and translating performance data into actionable creative recommendations.
• Ability to assess creative performance by hook, message, offer, format, audience, localization, and funnel stage.
• Highly analytical, comfortable managing large budgets, and experienced adapting performance strategies across diverse EU/global markets.
• Advanced Excel/Google Sheets skills.
• Strong communication, organization, and project management skills; ability to operate with urgency in a fast-paced, high-growth environment.
• Language Requirements
• Professional or native-level fluency in
• **English**
• required.
• Professional or native-level fluency in
• **German, French, Italian, Polish, or another European language**
• strongly preferred.
• Education
• Bachelor's Degree in Business, Marketing, or a related field preferred.
• Preferred Experience
• Experience within juvenile products, lifestyle, family, consumer goods, wellness, or premium DTC brands.
• Familiarity with attribution and analytics platforms such as Triple Whale, Northbeam, or Hyros.
• Experience working in founder-led or rapidly scaling businesses.
• Experience managing agencies, freelancers, or external media partners.