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About the Role
The Senior Manager of Paid Media will own paid media strategy and execution across upper-funnel channels and retailer media platforms, ensuring media drives measurable sales impact. This role involves holistic oversight of the paid media budget, balancing brand-building initiatives with near-term business results. You will partner closely with various teams to create an integrated media strategy that builds awareness, drives consideration, and converts consumers at retail. Retail media is a significant focus, requiring hands-on experience with networks like Walmart Connect, Target Roundel, Ulta, Criteo, and Amazon ads. This position represents a strategic move to bring strategy, execution, and accountability closer to the business.
Responsibilities
- Develop and execute an integrated paid media strategy across upper-funnel brand media, social, digital, and retailer media.
- Own holistic paid media budget management, balancing investment between brand equity-building and performance-driving channels.
- Manage and optimize media across Walmart Connect, Target Roundel, Ulta.com, DTC and other retailer.com platforms.
- Partner with the Director of Amazon to deliver topline Amazon paid strategy and work with the Amazon agency on execution and KPI delivery.
- Develop retailer media strategies that amplify and extend broader brand campaigns, launches, and cultural moments.
- Partner with Brand Marketing to ensure paid media builds awareness, relevance, and consideration, creating a clear path to conversion.
- Partner with eCommerce and Sales to align retailer media with retailer priorities, promotional calendars, launches, inventory, and business goals.
- Identify opportunities where brand media can halo and drive retailer performance, and where retailer media can extend brand campaigns further down the funnel.
- Manage campaign budgets, pacing, forecasting, and optimization across the full paid media ecosystem.
- Develop reporting and measurement frameworks across brand and performance KPIs, including reach, engagement, traffic, conversion, ROAS, new customer acquisition, and sales.
- Analyze consumer, competitive, category, channel, and culture trends to identify opportunities for growth and market disruption.
- Collaborate with Creative and Brand Marketing to develop platform-native content and advertising for both brand and performance environments.
- Lead ongoing testing of audiences, creative, messaging, placements, keywords, and investment levels to continuously improve performance.
- Provide clear insights and recommendations to leadership on how media investment is building both the brand and the business.
- Lead strategy and execution across Walmart Connect, Target Roundel, Ulta UB Media, Criteo, and other RMNs, managing tent-pole campaign activations and always-on display and search.
- Own the day-to-day management of retail.com display and sponsored search activity, including keyword bidding, bid optimization, audience targeting, and spend pacing.
- Lead the planning and execution of larger, campaign-led retail media moments tied to product launches, promotional windows, and retailer joint business plans.
- Partner with retail account leads to ensure media activity is aligned to sell-in priorities and commercial objectives.
- Act as the lead point of contact with retailer media teams, co-developing briefs, aligning on campaign priorities, and ensuring executional follow-through.
- Proactively identify and recommend budget reallocation opportunities across RMNs, shifting investment toward the highest-efficiency channels and placements.
- Own RMN performance reporting, tracking spend, ROAS, and retail.com sales lift with clear visibility for internal stakeholders.
- Manage Bubble’s paid media mix for hellobubble.com across Meta, TikTok, Google Search, and YouTube, covering both prospecting and retargeting.
- Build and optimize campaigns that balance customer acquisition efficiency (ROAS, CAC) with brand awareness.
- Partner with the creative team to brief platform-specific content and run ongoing creative testing.
- Stay current on emerging ad formats and proactively test new opportunities.
- Partner with the Senior Director of Ecommerce on email and SMS strategy, sharing paid media insights to inform segmentation, offers, and creative testing.
- Ensure messaging consistency across paid and owned channels, particularly around launches and promotions.
- Build and own Bubble’s paid media reporting framework from the ground up, designing dashboards, cadences, and templates for clear visibility across all channels.
- Collaborate with digital, commercial leadership, and marketing to define meaningful KPIs aligned to business priorities.
- Deliver regular performance reviews to senior stakeholders, translating data into clear narratives and actionable recommendations.
- Drive a test-and-learn culture, documenting what’s working, what isn’t, and what’s next, with structured frameworks for ongoing optimization.
- Align paid and organic search performance with the Commercial & Marketing Teams using paid search insights to inform broader SEO strategy.
- Work closely with retail account leads, brand marketing, influencer marketing, ecommerce, and finance to ensure paid media is aligned to commercial priorities and budgets are deployed effectively.
- Partner with finance on spend forecasting and budget tracking.
Requirements
- 6+ years of experience in paid media, digital marketing, retail media or integrated media planning – brand or agency side.
- Experience managing a multi-channel paid media budget across both brand and performance objectives.
- Strong understanding of the consumer journey from awareness → consideration → conversion.
- Proven, hands-on experience across retail media networks (Walmart Connect, Target Roundel, Ulta, Criteo, Sephora, etc) - this is non-negotiable.
- Solid working knowledge of DTC paid channels: search, social, and retargeting.
- Demonstrated ability to build reporting infrastructure independently - you’ve owned a performance framework, not just contributed to one.
- Comfortable operating autonomously - you can own a channel end-to-end without being managed to it.
- Ability to operate strategically while remaining comfortable in the details and execution.
- Strong analytical instincts - you turn data into clear recommendations, not just reports.
- Ability to connect media performance to broader brand and business objectives, not just channel-level KPIs.
- Collaborative by nature, but capable of driving independently in a fast-moving, lean environment.
Skills
- Paid media strategy
- Paid media execution
- Upper-funnel channels
- Retailer media platforms
- Retailer.com
- Budget management
- Brand building
- Business growth
- Sales impact
- Brand equity
- Performance marketing
- Integrated media strategy
- Awareness
- Consideration
- Conversion
- Walmart Connect
- Target Roundel
- Ulta UB Media
- Criteo
- Amazon ads
- DTC paid media
- Meta
- TikTok
- Google Search
- YouTube
- Prospecting
- Retargeting
- Customer acquisition efficiency
- ROAS
- CAC
- Brand awareness
- Email marketing
- CRM
- SMS strategy
- Reporting frameworks
- Dashboards
- KPI definition
- Performance accountability
- Data analysis
- Actionable recommendations
- Test-and-learn culture
- SEO strategy
- Cross-functional collaboration
- Spend forecasting
- Budget tracking
Location
- New York, New York (Soho Area)
Work Type
- 4 days a week in-office (Monday-Thursday)
- Remote Friday
Experience Level
- Senior Manager
Salary/Compensations
- $100k - $155k