Paid Media Manager

About Behindthechair.com

Behindthechair.com stands as the premier global community for salon professionals, providing access to education, inspiration, products, brands, and events that foster career advancement. The organization operates across digital media, social content, education, live events, and brand collaborations, serving both the beauty professionals and diverse industry partners with tailored communication strategies.

Job Overview

The Paid Media Manager position requires a strategic, analytical, and creative leader to oversee paid advertising campaigns for company projects, live events, and client partnerships. The responsibility entails constructing, implementing, and refining paid media plans that achieve concrete outcomes such as ticket sales, event sign-ups, lead generation, web traffic, brand awareness, and conversions.

This role demands adaptability to identify diverse audience groups, manage different brand identities and tones, and customize campaigns for each client’s objectives. The candidate will promote a variety of initiatives, ranging from BTC events to client-specific education and product campaigns, necessitating a quick grasp of brand nuances and audience motivations to generate effective paid media strategies and creative input.

Key Responsibilities

• Design and manage paid media strategies across platforms including Meta, Google, YouTube, and others.
• Lead campaigns that support BTC initiatives, including live event ticket sales, education programs, lead generation, and client marketing goals.
• Create campaigns with clear audience targeting, budget planning, timelines, and performance aims.
• Oversee the entire campaign process including setup, launch, monitoring, optimization, and reporting.
• Choose appropriate campaign structures, platform mixes, targeting methods, and budget allocations for each project.
• Regularly assess campaign outcomes to introduce timely performance improvements.
• Build and segment audiences using demographics, behaviors, interests, and customer data to refine targeting.
• Develop and manage retargeting, custom and lookalike audiences tailored to customer journeys.
• Promote BTC events and educational experiences by driving ticket sales and attendance, adjusting campaigns in alignment with promotional phases.
• Maintain separation of client campaign assets, budgets, and objectives while collaborating closely with sales and account teams.
• Translate campaign data and audience insights into actionable creative directions and provide guidance on messaging, design, and call-to-action elements.
• Generate detailed, transparent reports on campaign performance and budgets and ensure proper tracking setup.
• Keep abreast of platform updates, privacy regulations, and emerging best practices in paid media marketing.

Qualifications

• A minimum of three years in hands-on paid media management within agency, multi-brand, media, event, or fast-paced environments.
• Proven expertise with Meta Ads Manager and Google Ads platforms managing multiple client campaigns simultaneously.
• Strong capability in conversion-driven campaign development for ticket sales, lead generation, e-commerce, and event registrations.
• In-depth understanding of audience segmentation, retargeting tactics, funnel strategies, and budget administration.
• Excellent communication skills, keen attention to detail, and high organizational ability.
• Effective multitasking with the ability to independently manage campaigns and collaborate cross-functionally.

Preferred Skills and Experience

• Involvement in creative development including ad imagery, copywriting, and call-to-action formulation.
• Experience marketing live events or educational programs, preferably within an agency or multifaceted client portfolios.
• Background in marketing to professional or trade sectors, especially within beauty or salon industries.
• Familiarity with platforms and tools such as HubSpot, Shopify, Google Analytics, Looker Studio, TikTok Ads, and Pinterest Ads.
• Knowledge of landing page performance and conversion optimization.

Success Indicators

• Ability to customize campaigns reflecting individual client and BTC goals and brand identities.
• Consistent achievement of measurable growth in event attendance, leads, traffic, and conversions.
• Data-driven optimizations ensuring campaign effectiveness and transparency.
• Strong collaboration and integration across departments to meet business objectives.

About the Company

Established in 2000, Behindthechair.com is the leading digital media platform for salon professionals globally with over 12 million users. It boasts a large social media presence, extensive educational outreach, and hosts the renowned BTC Show and #ONESHOT Global Hair Awards. As a female-owned and led company, it prioritizes creativity, innovation, and enhancing the professional lives of hairdressers worldwide.

Compensation and Benefits

• Annual salary range of $60,000 to $75,000, adjusted based on experience and expertise.
• Health, dental, and vision insurance options available for eligible employees.
• Retirement plans including company matching contributions.
• Supportive team environment with vacation and paid holidays.
• Remote work flexibility.