Manager, Paid Media and Acquisition

Location: Remote

Reports To: Director, Performance and Growth Marketing

Department: Marketing

Company Overview: French Florist is a floral boutique reimagining what it means to give and receive flowers. Our handcrafted arrangements are intentionally designed by expert floral designers using only the highest-quality blooms sourced from the best farms around the world. Whether for celebration, connection, or simply delight, our flowers do more than decorate—they elevate and transform moments. With thriving corporate boutiques in Los Angeles and a rapidly expanding franchise network nationwide, French Florist is on a mission to create a more loving and compassionate world through flowers. As purveyors of beauty and connection, we don't just deliver arrangements—we deliver emotion, meaning, and magic.

Role Summary: The Manager, Paid Media & Acquisition owns the strategy, execution, optimization, and growth of French Florist's paid acquisition program across Google Ads, Meta Ads, Microsoft Ads, and emerging channels, starting with our corporate boutique accounts. We currently partner with an external agency, and our long-term goal is to bring paid media in-house. This role will lead that transition, building the internal capabilities, processes, reporting, and playbook for a scalable, high-performing paid media function. This is a hands-on, high-ownership individual contributor role for a performance marketer who is equally comfortable developing strategy, working inside ad platforms, analyzing performance, reallocating budgets, and turning insights into action. You will balance national ecommerce growth with location-level demand generation across corporate and franchise locations. You will partner closely with the Director of Performance and Growth Marketing, Creative, Product, Ecommerce, CRM, Analytics, and franchise stakeholders. We are an AI-first team. You will use AI to accelerate analysis, campaign development, QA, reporting, creative iteration, and experimentation, and help build systems that make the entire paid media function more efficient.

Key Responsibilities: 1. Paid Media Strategy & Channel Management

• Own day-to-day strategy, execution, and performance across Google Ads, Meta Ads, and Microsoft Ads.
• Build campaign architecture that supports both ecommerce growth and location-level demand, including brand and non-brand search, local campaigns, Shopping, Performance Max, and paid social.
• Manage targeting, bidding, budgets, audiences, search terms, product feeds, and creative.
• Build campaigns for new markets, service areas, and store openings, with clear test, scale, and kill criteria.
• Evaluate emerging channels and align strategy with seasonality, demand, merchandising priorities, and business goals.2. Budget Management, Forecasting & Growth
• Own budget pacing and allocation across channels, campaigns, and locations, making in-flight decisions based on performance and expected return.
• Develop forecasts and budget scenarios to support quarterly and annual planning.
• Recommend where to invest incremental dollars and where to reduce or reallocate spend.
• Balance short-term efficiency with long-term acquisition goals, and proactively flag risks and opportunities.3. Creative Strategy & Testing
• Own the paid-media creative testing roadmap across Meta, Performance Max, and other channels.
• Analyze creative performance by concept, message, format, audience, and placement.
• Work with the Creative and Brand teams to turn insights into actionable creative briefs.
• Establish a continuous test → learn → iterate process, using AI tools to speed up concepting, copy, and variants while maintaining brand standards.4. Testing, Experimentation & Optimization
• Run structured experiments across campaigns, audiences, creative, landing pages, offers, and channels, with clear hypotheses and decision criteria.
• Participate in incrementality, geo, and holdout tests, distinguishing correlation from causation.
• Document learnings and turn successful experiments into repeatable playbooks.5. Measurement, Attribution & Analytics
• Own paid media reporting using GA4, ad platforms, server-side tracking, and third-party attribution tools.
• Identify and resolve tracking gaps and discrepancies between platforms, GA4, and business revenue data.
• Evaluate performance using ROAS, MER, CAC, CPA, conversion rate, contribution margin, and customer lifetime value.
• Partner with the Director on measurement infrastructure, including GTM, server-side tracking, and conversion APIs.
• Deliver clear performance narratives explaining what happened, why, and what to do next.6. Landing Pages, Ecommerce & Conversion Optimization
• Partner with Product, CRO, Creative, and Development to improve landing pages that receive paid traffic.
• Use paid media data to identify site friction and support CRO tests on CTAs, messaging, offers, and trust signals.
• Keep campaigns and landing pages aligned in intent, messaging, geography, and products.
• Serve as the paid media point of contact during site launches and migrations, maintaining URL mappings and QA checklists.7. Local & Franchise Growth
• Own paid media strategy across corporate and franchise locations and serve as the primary day-to-day paid media partner for franchise owners.
• Identify market-level opportunities based on demand, competition, budget, and seasonality.
• Build scalable frameworks for launching paid media in new franchise locations, and guide owners on budget, timing, and expectations.
• Explain performance and trade-offs in clear, non-technical language, and turn franchise feedback into process improvements.8. AI & Operational Excellence
• Use AI tools such as Claude to accelerate campaign development, analysis, reporting, QA, and documentation.
• Build repeatable AI-assisted workflows and automation that improve speed without sacrificing judgment.
• Build scalable playbooks that expand paid media across the franchise network without proportional headcount increases.
• Stay current on changes in ad platforms, AI, attribution, and measurement. Success Measures Operational Outcomes
• Smooth transition of the corporate boutique accounts within 2 weeks of start, with no disruption to performance or tracking.
• Tracking gaps identified and reporting reconciled against platform-reported numbers.
• A documented, repeatable process for launching and managing search and Meta campaigns that scales to franchise locations. Business Impact
• Search efficiency held at or above targets as budget shifts toward growth and experimental campaigns.
• Meta run as a measured local-awareness and remarketing channel, with clear incrementality evidence.
• Improved brand search conversion rate, in partnership with site and product improvements.
• A clear CLV/LTV-based view of prospecting vs. retention spend that informs budget decisions. Leadership & Collaboration
• Trusted day-to-day partner to the Director of Performance and Growth Marketing, requiring minimal oversight.
• Clear, proactive communication of performance, test results, and recommendations.
• Strong working relationships with design and product on changes that affect paid performance.
• Demonstrated readiness to take on franchise accounts and serve as the day-to-day contact for franchise owners.