Paid Media and Performance Marketing Specialist

Job Description

Location: Chandler, AZ

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Reports To: Director of E-Commerce and Digital

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Salary: Full-Time, Exempt

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Pay Range or Starting Pay: $75K-$95K

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*Nail enhancements are not allowed at any time if employed with VB Cosmetics*

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Purpose: The Paid Media and Performance Marketing Specialist supports the day-to-day execution and optimization of the brand’s paid digital marketing programs across Meta, Google, TikTok Ads, and emerging advertising platforms. This role manages campaign execution, monitors performance, identifies optimization opportunities, and supports initiatives that drive customer acquisition and revenue growth.

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Working closely with Ecommerce, Content Marketing, and Consumer Engagement, this role helps bring campaigns to life across paid channels, translates performance insights into actionable recommendations, and supports ongoing testing and optimization while contributing to a growing digital marketing program.

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Primary Responsibilities:

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Paid Media Execution & Optimization

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• Execute and manage day-to-day paid media campaigns across Meta, Google Ads, TikTok Ads, AppLovin, and other digital advertising platforms.
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• Set up campaigns, audiences, budgets, creative, and tracking in partnership with the broader digital team.
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• Monitor campaign performance and make ongoing optimizations based on established goals and performance trends.
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• Maintain campaign calendars, documentation, budgets, and performance reporting.
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• Stay current on platform updates, new advertising capabilities, and emerging opportunities.
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• Support the expansion of paid media and customer acquisition programs for the Professional/B2B business, including audience development, campaign execution, testing, and performance optimization.
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• Support setup and ongoing management of paid media accounts and campaign infrastructure across DTC and Professional/B2B channels.
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• Other duties as deemed necessary by management.
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Search & PPC Management

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• Manage day-to-day paid search activity across Google Search, Shopping, Performance Max, and emerging search platforms.
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• Build and maintain keyword lists, match types, negative keywords, ad groups, search campaigns, and ad copy.
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• Monitor search term reports and identify opportunities to improve targeting and reduce inefficient spend.
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• Support branded, non-branded, competitor, product category, and promotional search campaigns.
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• Partner with Ecommerce on product feeds, landing pages, merchandising, and conversion paths.
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• Monitor key metrics including impression share, CPC, conversion rate, and ROAS.
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• Share search performance trends and insights with the broader marketing team.
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• Other duties as deemed necessary by management.
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Testing, Reporting & Optimization

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• Coordinate and execute testing across audiences, placements, bidding strategies, keywords, ad copy, landing pages, and creative.
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• Monitor campaign performance across advertising platforms and analytics tools and flag opportunities or concerns.
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• Support conversion tracking, pixels, product feeds, event tracking, and attribution processes.
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• Maintain accurate and timely performance reporting across paid media channels and communicate key learnings and recommendations.
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• Set up, monitor, and troubleshoot advertising pixels and conversion events across paid media platforms.
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• Manage Google Tag Manager tags and conversion tracking across DTC and Professional/B2B sites.
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• Monitor tracking health and resolve pixel, tag, event, and attribution issues.
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• Other duties as deemed necessary by management.
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Cross-Functional Collaboration

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• Work closely with Content Marketing to identify high-performing creative and messaging that can be leveraged across paid channels.
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• Partner with E-Commerce to align campaigns with product launches, promotions, inventory, merchandising priorities, and landing page updates.
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• Partner with E-Commerce, Sales, Content Marketing, and Education to support Professional/B2B paid media and customer acquisition initiatives.
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• Build strong working relationships across the broader marketing team and contribute to a collaborative, test-and-learn environment.
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• Other duties as deemed necessary by management.
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Minimum Requirements:

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• 3 - 5 years of experience in paid media, digital marketing, performance marketing, ecommerce, or a related field.
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• Hands-on experience managing campaigns across Meta Ads, TikTok Ads, Google Ads, Axxon or other emerging platforms.
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• Experience with campaign tracking, conversion pixels, and Google Tag Manager.
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• Experience working with analytics tools such as GA4, Shopify Analytics, Triple Whale or similar platforms with an ability to interpret campaign performance and identify opportunities for improvement.
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• Strong analytical and problem-solving skills with a performance-driven mindset.
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• Highly organized and detail-oriented, with the ability to manage multiple campaigns and priorities simultaneously.
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• Strong written and verbal communication skills.
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• Experience in beauty, fashion, CPG, or other consumer brands is preferred.
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