About the Role

We are looking for an experienced, commercially minded Paid Marketing Manager to own and improve our paid acquisition across Google Ads, Meta Ads, Bing, TikTok, YouTube, affiliates and emerging channels.

This is a hands-on performance marketing role with a wider commercial purpose. You will be responsible for driving profitable growth, improving acquisition efficiency, reducing wasted spend and making sure paid media activity is aligned with margin, stock, pricing, product priorities and category growth.

We currently work with external agency partners, but our long-term ambition is to build more paid marketing capability in-house. This role will be central to that transition. You will work closely with our current agencies, challenge recommendations, improve reporting and help shape the tools, processes and future team structure needed to bring more performance marketing control internally.

This role is ideal for someone who is analytical, commercially sharp and confident working across campaign execution, reporting, agency management, creative testing and ecommerce trading.

Key Responsibilities

Paid Media Management

- Own day-to-day paid acquisition performance across Google Ads, Meta Ads, Bing, TikTok, YouTube, affiliates and retargeting channels.
- Manage and improve campaign performance across Google Shopping, PMax, Search, YouTube, Demand Gen, Meta prospecting, Meta retargeting, TikTok and other paid social channels.
- Plan, launch, optimise and scale acquisition campaigns against MER, ROAS, CAC, CPA, CVR, AOV and contribution after ad spend.
- Build and refine full-funnel structures across prospecting, retargeting, re-engagement and retention.
- Identify which campaigns, products and categories should be scaled, paused, restructured or tested.
- Continuously test creatives, audiences, landing pages, bidding strategies, product groups and offers.

Agency Management & In-House Growth
- Work closely with our current paid media agency partners to improve performance, reporting and accountability.
- Challenge campaign structures, budget allocation, bidding strategies and recommendations where needed.
- Ensure agency activity is commercially aligned, not just platform-optimised.
- Help decide what should stay with agencies, what should move in-house and what future roles, tools and processes are needed.
- Create stronger internal visibility and control over paid acquisition performance.

Analytics, Reporting & Attribution
- Monitor performance across GA4, Google Ads, Meta Ads Manager, Shopify Analytics, Triple Whale, Looker Studio and internal dashboards.
- Analyse performance by channel, campaign, product, category, brand, customer type and margin.
- Identify opportunities to improve ROAS, lower CAC, improve MER and increase profitable revenue contribution.
- Use attribution tools, GA4,



platform data and blended performance views to understand the true impact of paid media.
- Report weekly and monthly performance with clear insights, actions and recommendations.
- Move reporting beyond surface-level metrics and clearly explain what is working, what is not and what should happen next.

Commercial & Trading Alignment
- Work closely with ecommerce, trading, merchandising, finance and product teams to align spend with commercial priorities.
- Ensure paid media decisions reflect stock availability, margin, pricing, promotions, seasonality, demand and competitor activity.
- Support product launches, category pushes, seasonal campaigns and own-brand growth.
- Use paid media data to identify demand trends, product opportunities and areas of underperformance.

Creative Strategy
- Work closely with designers, videographers, photographers and content teams to produce high-impact assets for paid channels.
- Brief and test UGC-style content, product videos, static ads, lifestyle assets, carousels, branded content and offer-led creatives.
- Build structured creative testing frameworks to identify winning messages, angles, hooks and formats.
- Translate creative performance into clear next steps for the wider team.

Campaign Strategy & Experimentation
- Build and test audience clusters, keyword themes, product groupings and funnel-based strategies.
- Experiment with new ad surfaces including Shopping, YouTube, Reels, TikTok, Pinterest, Reddit and other emerging channels where commercially relevant.
- Identify growth opportunities across untapped keywords, new offers, product launches and category pushes.
- Support onsite CRO by working with ecommerce and product teams on landing page optimisation, PDP improvements and merchandising.

Budget Ownership
- Own monthly and quarterly paid media budgets.
- Forecast revenue, spend, efficiency and expected contribution.
- Make clear recommendations on scaling, reducing or reallocating spend based on commercial performance.
- Ensure spend is not wasted on low-margin, low-stock, poorly converting or commercially weak products.

Required Skills & Experience

Paid Advertising Expertise

- 5+ years hands-on experience managing paid media for an ecommerce brand, retailer or agency.
- Strong Google Ads experience across Shopping, PMax, Search, YouTube and remarketing.
- Strong Meta Ads experience across prospecting, retargeting and creative testing.
- Experience managing paid acquisition budgets in an ecommerce environment.




- Proven track record improving ROAS, MER, CAC and paid revenue contribution.
- Strong knowledge of campaign structures including PMax, micro-PMax, Standard Shopping, DSA, keyword themes, retargeting and product-led campaigns.
- Experience managing or working closely with paid media agencies.

Analytics & Data
- Confident using GA4, Google Ads reporting, Meta Ads reporting, Shopify Analytics, Looker Studio and attribution tools.
- Comfortable working with MER, CAC, CPA, ROAS, CVR, AOV, LTV, blended performance and forecasting.
- Able to analyse performance by campaign, product, category, brand and customer type.
- Familiarity with Triple Whale, Northbeam, Conjura or similar reporting tools is desirable.
- Strong ability to turn data into action, not just reporting.

Commercial Thinking
- Strong understanding of ecommerce performance and profitability.
- Able to connect paid media decisions to margin, stock, pricing, promotions, product demand and category priorities.
- Capable of building long-term paid growth plans.
- Able to translate business goals into channel-specific strategies.
- Confident making decisions on what to scale, pause, reduce or test.

Other Skills
- Strong communication and stakeholder management skills.
- Confident challenging agencies, partners and internal stakeholders constructively.
- Highly organised, structured and proactive.
- Solid attention to detail.
- Able to work cross-functionally with ecommerce, creative, SEO, merchandising, product, trading and finance.
- Comfortable being hands-on while also helping build future processes and internal capability.

Nice to Have
- Experience working both agency-side and brand-side.
- Experience helping move paid marketing capability in-house.
- Experience with Shopify or Shopify Plus.
- Experience with TikTok Ads, affiliate marketing, Pinterest Ads, Reddit Ads, Spotify Ads or influencer marketing.
- Experience with feed optimisation tools such as Google Merchant Centre, DFW, Shopitimised and feed rules.
- Experience in fitness, sports, home equipment, consumer electronics, furniture, appliances or other high-AOV ecommerce categories.
- Experience in CRO, UX optimisation or landing page testing.
- Experience generating ad copy, hooks and creative briefs.
- Experience mentoring junior marketers or helping shape a marketing team.

How to Apply Please apply with your CV and a short note covering:
- Your ecommerce paid media experience
- The size of budgets you have managed
- Your experience across Google Ads, Meta Ads, TikTok and affiliates
- Examples of improving ROAS, MER or CAC
- Examples of challenging or improving agency performance
- Your experience working with product, category, margin or stock data
- Your experience helping build internal marketing capability, if applicable

📌 Paid Marketing Manager (Hyderabad)
🏢 Biitdigital
📍 Hyderabad