Paid Media Manager

Job Title: Paid Media Manager (Remote)

About Behindthechair.com:

Behindthechair.com is the world’s largest community for salon professionals. We connect salon professionals with the education, inspiration, products, brands and events that help them grow their careers.

Our work spans digital media, social content, education, live events and brand partnerships. Because we serve both the professional beauty community and a wide variety of industry partners, our team must understand how to communicate with different audiences while maintaining the unique voice and objectives of each brand.

Job Description:

Behindthechair.com is seeking a strategic, analytical and creative Paid Media Manager to lead paid advertising campaigns across our company initiatives, live events and client partnerships.

This role is responsible for developing, executing and optimizing paid media strategies that drive measurable results, including ticket sales, registrations, leads, website traffic, awareness and conversions.

The ideal candidate understands that successful paid media is not one-size-fits-all. This person must be able to identify and speak to distinct audience segments, shift between different brand identities and voices, and build campaigns around each client’s specific goals.

You may be promoting a BTC event one day and developing a client-specific product, education or awareness campaign the next. The Paid Media Manager must be comfortable learning new brands quickly, understanding what motivates their audiences and translating those insights into effective paid strategies and creative direction.

Experience marketing to salon professionals or within the professional beauty industry is a bonus, but not required.

What You’ll Do:

Paid Media Strategy & Campaign Management

• Develop and execute paid media strategies across Meta, Google, YouTube and other relevant advertising platforms.
• Manage campaigns supporting BTC initiatives, live-event ticket sales, educational programs, lead generation and client-specific marketing objectives.
• Build campaigns around clearly defined audiences, objectives, budgets, timelines and performance goals.
• Manage the full campaign lifecycle, including planning, setup, launch, monitoring, optimization and final reporting.
• Determine the appropriate campaign structure, platform mix, targeting strategy and budget allocation based on each initiative’s goals.
• Continuously evaluate campaign performance and make timely adjustments to improve results.

Audience Development & Targeting

• Identify and develop audience segments based on demographics, interests, behaviors, customer data and campaign objectives.
• Create and manage custom audiences, lookalike audiences, retargeting groups and prospecting strategies.
• Evaluate where audiences are within the customer journey and tailor campaign messaging accordingly.
• Use campaign data and audience insights to refine targeting and identify new opportunities for growth.

Event & Ticket-Sales Marketing

• Develop paid media strategies designed to drive ticket sales, registrations and attendance for BTC events and educational experiences.
• Understand how event marketing changes throughout the promotional cycle, from initial awareness and early-bird sales through urgency-based and last-chance campaigns.
• Monitor ticket-sales pacing and adjust campaigns, budgets, audiences and messaging based on performance.
• Partner with internal teams to align paid media efforts with event announcements, talent reveals, promotions, deadlines and other key sales moments.
• Use retargeting and conversion-focused strategies to move prospective attendees from awareness to purchase.

Client & Multi-Brand Campaigns

• Manage paid campaigns for a variety of professional beauty brands, each with its own audience, voice, visual identity and campaign objectives.
• Learn and understand each client’s brand positioning, products, priorities and target customer.
• Adapt campaign strategy and messaging rather than applying the same approach across every account.
• Ensure all campaigns accurately represent the individual client while meeting BTC’s quality standards.
• Maintain clear separation between client audiences, assets, budgets, reporting and campaign objectives.
• Collaborate with account management and sales teams to understand client deliverables and campaign expectations.
• Communicate campaign recommendations, results and opportunities clearly to internal stakeholders.

Creative Strategy & Collaboration

• Translate performance goals and audience insights into clear creative recommendations.
• Partner with design, editorial, social, sales, account management and events teams to develop effective campaign assets and messaging.
• Provide thoughtful direction regarding copy, calls to action, formats, hooks and creative variations.
• Ensure paid creative is aligned with the intended audience, platform, stage of the customer journey and individual brand voice.
• Develop and execute testing plans for creative concepts, messaging, audiences, placements and campaign formats.
• Identify when creative fatigue or declining performance requires new assets or a change in strategy.

Analytics, Optimization & Reporting

• Monitor campaign performance and evaluate metrics such as reach, impressions, click-through rate, cost per click, cost per lead, cost per acquisition, return on ad spend and conversion rate.
• Build clear, accurate and actionable campaign reports.
• Look beyond surface-level metrics to explain what is driving performance and what should be adjusted.
• Provide recommendations based on campaign data, audience behavior and business objectives.
• Track budgets closely and ensure campaigns remain within approved spending levels.
• Identify pacing concerns, performance risks or tracking issues early and communicate them proactively.
• Work with internal teams and external partners to ensure pixels, conversion events, UTMs and other tracking tools are implemented correctly.
• Maintain organized records of campaigns, audiences, budgets, creative assets, results and learnings.

Platform & Industry Knowledge

• Stay current on advertising-platform updates, privacy changes, targeting limitations and paid media best practices.
• Proactively evaluate new campaign formats, tools and opportunities that may improve performance.
• Understand how platform changes affect campaign measurement, attribution, targeting and reporting.
• Help educate internal teams on meaningful changes to paid media capabilities and metrics.

Who You Are (job requirements/qualifications):

• Three or more years of hands-on paid media experience in an agency, multi-brand, media, event or similarly fast-paced environment.
• Demonstrated experience managing paid campaigns across Meta Ads Manager and Google Ads.
• Experience creating campaigns for multiple audiences, brands or clients simultaneously.
• Proven ability to develop conversion-focused campaigns rather than focusing solely on awareness or engagement.
• Experience supporting ticket sales, event registrations, e-commerce, lead generation or other direct-response objectives.
• Strong understanding of audience segmentation, retargeting, lookalike audiences and customer-funnel strategy.
• Experience managing and optimizing campaign budgets.
• Ability to interpret campaign data and translate it into clear recommendations.
• Strong written and verbal communication skills.
• Exceptional attention to detail and organizational skills.
• Ability to manage multiple campaigns, deadlines, stakeholders and priorities at once.
• Comfortable working independently while collaborating closely with cross-functional teams.
• Ability to quickly learn and accurately represent different brands, products and voices.

Preferred Qualifications:

• Comfortable contributing to the creative development of paid media campaigns, including selecting imagery or video, writing or refining ad copy, and developing effective calls to action.
• Experience promoting live events, conferences, ticketed experiences or educational programs.
• Agency experience or experience managing paid media for a diverse portfolio of clients.
• Experience marketing to professional or trade audiences.
• Familiarity with the professional beauty, salon or hairstylist community.
• Experience with HubSpot, Shopify, Google Analytics, Looker Studio or similar reporting and CRM platforms.
• Experience reviewing landing-page performance and identifying conversion opportunities.
• Familiarity with TikTok Ads, or Pinterest Ads
• Familiarity with

What Success Looks Like:

The successful Paid Media Manager will:

• Build campaigns that reflect the unique goals, audiences and voices of BTC and each individual client.
• Drive measurable improvements in ticket sales, registrations, leads, traffic and conversions.
• Make informed optimizations based on data rather than assumptions.
• Provide clear visibility into campaign performance, challenges and opportunities.
• Develop a strong understanding of the salon professional while recognizing that not every campaign speaks to the same audience.
• Collaborate effectively across departments and help turn business objectives into thoughtful, results-focused paid media strategies.
• Bring curiosity, adaptability and accountability to every campaign.

Who We Are

“Greatness is not reserved for a chosen few. It’s reserved for the few who choose it.”

Mary Rector

Founder, behindthechair.com

Behindthechair.com is the worldwide leader in media for salon professionals. Founded in 2000, BTC disrupted the beauty industry by launching digital-first and has been the #1 online destination for more than 12 million salon professionals for more than 20 years!

With 3.2 million Instagram followers across three accounts and 1.7 million Facebook followers, BTC has built the most powerful and engaged digital community in professional beauty. Our BTC Show has 4,000 hairdressers attend from over 40 countries each year and our BTC University platform delivered over 180,000 continuing education classes in 80 countries last year.

We’re also the creators of the #ONESHOT Global Hair Awards, the largest and most exclusive hair awards program in the world, with over 2.5 million entries in the last 10 years!

As a female-owned, female-led company, our close-knit team of professionals is passionate about creativity, innovation, and making the lives of hairdressers better every single day.

What We Offer

• Salary Range: $60,000–$75,000 annually, final compensation will depend on experience, qualifications, and demonstrated paid media expertise.
• Competitive Health/Dental/Vision Benefits options*
• Retirement Benefits with a company match option*
• Collaborative and supportive team environment
• Vacation/ Paid Holidays
• Remote / Work from home

* options available to eligible employees