What you'll be part of:
Honest Paws, a brand under OnePet, is dedicated to providing premium pet products that improve the health and happiness of pets everywhere. From innovative solutions to trusted advice, Honest Paws is a leader in pet wellness.
Work you'll do:
We’re looking for an organized and results-driven Paid Media Manager to join our team and lead our paid acquisition efforts. In this role, you will design and execute a creative testing program, focusing on understanding customer motivations and objections to drive new customer acquisition. Your insights and testing strategies will play a pivotal role in achieving NCPA targets and ensuring optimal CAC/LTV ratios.
Key Responsibilities
- Develop and manage a creative testing program, including crafting hooks and angles for creative content produced by veterinarians and other team members.
- Analyze and optimize New Customer Acquisition Cost (NCPA) targets, CAC payback periods, and CAC/LTV ratios.
- Identify customer motivations and objections to inform testing strategies and ad creative.
- Design and implement testing strategies, emphasizing testing velocity and identifying winning creative formats.
- Collaborate with cross-functional teams to produce and analyze video and copy content, ensuring it resonates with target audiences and drives clicks and conversions.
- Monitor, track, and report on paid acquisition metrics, using PPC and website data insights to iterate and refine campaigns.
- Research and identify new funnel opportunities, new channel opportunities, ad marketing angles, and ways to broaden our overall PPC reach while staying within ROAS targets.
- Stay updated on industry trends and best practices in digital advertising, creative testing, and user behavior.
Qualifications:
- Proven experience in paid acquisition, performance marketing, or a related role, preferably in the e-commerce or pet wellness space. Bonus points for working with subscription focused brands.
- Strong understanding of creative testing processes, including the ability to develop, execute, and analyze testing frameworks.
- Familiarity with NCPA targets, CAC/LTV ratios, and CAC payback periods.
- Exceptional organizational skills, with the ability to manage multiple campaigns and deadlines.
- Experience with ad platforms such as Facebook Ads Manager, Google Ads, or similar tools.
- Strong analytical skills, with the ability to interpret data and apply insights to optimize campaigns.
- Solid understanding of copywriting and video content production to drive user engagement.
- A passion for understanding customer behavior, motivations, and objections.
- Experience in managing creative production workflows with teams like veterinarians or content creators.
- Background in e-commerce, especially in pet wellness or consumer health products preferred.
- Knowledge of A/B testing methodologies and tools.