Paid Media Manager

Social Team  •  Remote  •  Reports to Sr. Manager of Operations & The BTC Show

THE ROLE

Behindthechair.com is seeking a strategic, analytical, and creative Paid Media Manager to lead paid advertising across company initiatives, live events, and client partnerships. You’ll develop, execute, and optimize paid media strategies that drive measurable results — ticket sales, registrations, leads, website traffic, awareness, and conversions.

Successful paid media is not one-size-fits-all. The ideal candidate can identify distinct audience segments, shift between different brand identities and voices, and build campaigns around each client’s goals. You may promote a BTC event one day and develop a client-specific product, education, or awareness campaign the next. Experience marketing to salon professionals is a bonus, but not required.

REPORTING & COLLABORATION

This role reports to the Sr. Manager of Operations & The BTC Show, with overall creative direction and vision set by our CEO and Founder, Mary Rector. You’ll work closely with Mary on strategy and partner daily across our Social, Advertising, and Editorial teams to deliver cohesive, on-brand work.

You own paid strategy, budget, and optimization end to end, partnering with the Social Media Associate on organic alignment and the Graphic Designer on creative assets.

WHAT YOU’LL DO

Paid Media Strategy & Campaign Management

• Develop and execute paid media strategies across Meta (Facebook & Instagram Ads), Google Ads, YouTube, and other relevant platforms.

• Manage campaigns supporting BTC initiatives, live-event ticket sales, educational programs, lead generation, and client marketing objectives.

• Manage the full campaign lifecycle: planning, setup, launch, monitoring, optimization, and reporting.

• Determine the appropriate campaign structure, platform mix, targeting strategy, and budget allocation for each initiative.

• Partner with the Editorial team on copy and captions, ensuring written content reflects BTC’s brand voice and editorial standards before it publishes.

Audience Development & Targeting

• Build audience segments using demographics, interests, behaviors, customer data, and campaign objectives.

• Create and manage custom audiences, lookalike audiences, retargeting groups, and prospecting strategies.

• Tailor messaging based on where audiences sit in the customer journey, and refine targeting using campaign data.

Event & Ticket-Sales Marketing

• Drive ticket sales, registrations, and attendance for BTC events and educational experiences.

• Adapt campaigns across the promotional cycle — from awareness and early-bird sales to urgency and last-chance messaging.

• Monitor ticket-sales pacing and adjust budgets, audiences, and messaging based on performance.

Client & Multi-Brand Campaigns

• Manage paid campaigns for professional beauty brands with distinct audiences, voices, visual identities, and objectives.

• Learn each client’s positioning, products, and target customer, adapting strategy rather than applying one approach across accounts.

• Maintain clear separation between client audiences, assets, budgets, reporting, and objectives.

• Collaborate with account management and sales teams, and clearly communicate recommendations and results to internal stakeholders.

Creative Strategy & Collaboration

• Translate performance goals and audience insights into clear creative direction for the Graphic Designer and Social team.

• Provide direction on copy, calls to action, formats, hooks, and creative variations, ensuring creative fits the audience, platform, and brand voice.

• Develop testing plans and identify when creative fatigue requires new assets or a strategic shift.

Analytics, Optimization & Reporting

• Monitor metrics including reach, impressions, CTR, CPC, CPL, CPA, ROAS, and conversion rate.

• Build clear, accurate, actionable reports that look beyond surface metrics to explain performance.

• Track budgets, keep campaigns within approved spend, and proactively flag pacing and tracking issues.

• Coordinate implementation of pixels, conversion events, and UTMs across internal teams and partners.

Platform & Industry Knowledge

• Stay current on platform updates, privacy changes, and targeting limitations, and evaluate new formats and tools.

• Educate internal teams on meaningful changes to paid media capabilities and metrics.

WHO YOU ARE

• Three or more years of hands-on paid media experience in an agency, multi-brand, media, event, or similarly fast-paced environment.

• Demonstrated, hands-on experience managing and optimizing campaigns in Meta Ads Manager (Facebook & Instagram) AND Google Ads — this is required.

• Experience creating campaigns for multiple audiences, brands, or clients simultaneously.

• Proven ability to develop conversion-focused campaigns, not just awareness or engagement.

• Experience supporting ticket sales, event registrations, e-commerce, lead generation, or other direct-response objectives.

• Strong grasp of audience segmentation, retargeting, lookalike audiences, and customer-funnel strategy.

• Ability to manage and optimize budgets and interpret data into clear recommendations.