Manager, Paid Media and Acquisition

RemotelyHR is hiring on behalf of French Florist.

About us: 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 Paid Media & Acquisition Manager owns day-to-day execution and performance of French Florist's paid media program, Google Ads, Microsoft Ads, and Meta Ads,  starting with our corporate boutique accounts. French Florist currently partners with an external paid media agency, but our long-term goal is to bring paid media strategy, execution, optimization, and franchise support in-house. This role will play a central role in that transition—building the internal capabilities, processes, reporting, and playbook needed to create a scalable, high-performing paid media function.

This is a hands-on, high-ownership role for a performance marketer who is equally comfortable developing strategy, working directly inside advertising platforms, analyzing performance, reallocating significant budgets, and turning insights into action.

You will own paid media performance across corporate and franchise locations, balancing national ecommerce growth with location-level demand generation. You will be responsible for determining where we invest, how we structure campaigns, what we test, and how we scale what works.

This role goes beyond campaign management. You will help build the paid acquisition engine that supports French Florist's growth, from campaign architecture and budget allocation to creative testing, measurement, experimentation, landing-page optimization, and market expansion.

You will partner closely with the Director of Performance and Growth Marketing, Creative, Product, Ecommerce, CRM, Analytics, and franchise stakeholders to ensure paid media is driving profitable, measurable business growth.

We are an AI-first team. Every role at French Florist is built to use AI tools to operate at a scale traditional teams can't. You will use AI to accelerate analysis, campaign development, QA, reporting, creative iteration, research, and experimentation and help build systems and processes that make the entire paid media function more efficient.

This is an individual contributor role with significant ownership and autonomy. Success means strong business judgment, rigorous analysis, fast iteration, clean measurement, excellent execution, and the ability to turn performance data into clear decisions.

Key Responsibilities

1. Paid Media Strategy & Channel Management

• Own day-to-day strategy, execution, optimization, and performance across Google Ads, Meta Ads, and Microsoft Ads.

• Develop and maintain account and campaign architecture that supports both ecommerce growth and location-level demand generation.

• Own brand and non-brand search, local/location-based campaigns, Shopping, Performance Max, and paid social campaigns.

• Manage campaign targeting, bidding, budgets, audiences, placements, search terms, product feeds, creative, and other in-platform levers.

• Continuously identify opportunities to improve acquisition efficiency, increase revenue, and scale profitable demand.

• Evaluate emerging paid media channels and formats and recommend when and how they should be tested.

• Build and maintain campaigns for new zip codes, service areas, markets, and store openings.

• Establish clear test, scale, and kill criteria for campaigns and channels.

• Ensure paid media strategy reflects seasonality, customer demand, geographic opportunity, inventory, merchandising priorities, and broader business goals.

2. Budget Management, Forecasting & Growth

• Own paid media budget pacing and allocation across channels, campaigns, and locations.

• Make in-flight budget decisions based on performance, demand, seasonality, growth opportunity, and expected return.

• Shift investment toward the highest-value opportunities while maintaining appropriate funding for testing and future growth.

• Develop paid media forecasts and budget scenarios to support quarterly and annual planning.

• Recommend where incremental dollars should be invested and identify areas where spend should be reduced or reallocated.

• Partner with the Director of Performance and Growth Marketing on paid media targets, financial planning, and growth scenarios.

• Balance short-term efficiency with longer-term customer acquisition and growth objectives.

• Monitor spend pacing and proactively flag risks, opportunities, and material changes in performance.

3. Creative Strategy & Testing

• Own the paid-media creative testing roadmap across Meta, Performance Max, and other relevant channels.

• Identify winning and underperforming creative concepts, hooks, messaging, offers, products, formats, and audiences using performance data.

• Partner with Creative and Brand teams to translate paid-media insights into actionable creative briefs.

• Establish a continuous test → learn → iterate process rather than relying solely on periodic creative refreshes.

• Develop and prioritize creative tests based on expected business impact.

• Analyze creative performance at the concept, message, format, audience, and placement level.

• Use AI tools to accelerate creative concepting, copy development, variant generation, analysis, and QA while maintaining French Florist's brand standards.

• Communicate clear creative learnings back to internal teams so paid media performance informs broader marketing decisions.

4. Testing, Experimentation & Optimization

• Develop and execute structured experiments across campaigns, audiences, creative, landing pages, products, offers, and channels.

• Establish clear hypotheses, success metrics, test durations, and decision criteria before launching experiments.

• Test new keyword categories, audience strategies, campaign types, geographic markets, products, creative concepts, and paid media channels.

• Partner with Product, Ecommerce, and Creative teams on landing-page and conversion-rate experiments that can improve paid traffic performance.

• Participate in incrementality, geo, holdout, and other controlled tests when appropriate.

• Distinguish between correlation and causation when evaluating campaign performance.

• Document learnings and turn successful experiments into repeatable playbooks.

• Continuously challenge existing assumptions and identify opportunities to improve the paid acquisition system.

5. Measurement, Attribution & Analytics

• Own paid media performance reporting and translate raw data into clear business insights and recommendations.

• Use GA4, Google Ads, Meta Ads, Microsoft Ads, server-side tracking, and third-party attribution tools to evaluate performance.

• Monitor discrepancies between advertising platforms, GA4, attribution systems, and business revenue data.

• Identify tracking gaps, attribution issues, and measurement inconsistencies and proactively work with internal teams to resolve them.

• Use ROAS, MER, CAC, CPA, conversion rate, revenue, contribution margin, and other relevant metrics to evaluate performance.

• Incorporate customer lifetime value and customer quality into acquisition decisions.

• Evaluate prospecting versus retention investment and make recommendations based on customer value.

• Partner with the Director of Performance and Growth Marketing on measurement infrastructure, including GA4, GTM, server-side tracking, and conversion APIs.

• Develop clear performance narratives that explain not only what happened, but why it happened and what we should do next.

• Use AI tools to accelerate reporting, anomaly detection, data analysis, and performance insights.

6. Landing Pages, Ecommerce & Conversion Optimization

• Partner with Product, CRO, Creative, and Development teams to improve landing pages and onsite experiences that receive paid traffic.

• Identify site friction and conversion opportunities using paid media performance data.

• Provide paid-media requirements and feedback for new product pages, location pages, category pages, and website launches.

• Evaluate landing-page performance by campaign, market, product, audience, and traffic source.

• Partner on CRO testing involving CTAs, product presentation, messaging, photography, trust signals, offers, and other conversion drivers.

• Ensure paid campaigns and landing pages are aligned in terms of intent, messaging, geography, products, and customer experience.

• Act as the paid media point of contact during major website changes, launches, and migrations.

• Maintain campaign/URL mappings and execute paid-media QA checklists for site changes.

7. Local & Franchise Growth

• Own paid media strategy across corporate and franchise locations as the network expands.

• Serve as the primary day-to-day paid media partner for franchise owners.

• Translate campaign performance into clear, actionable recommendations for individual locations.

• Identify market-level opportunities based on search demand, geography, budget, competition, seasonality, and performance.

• Develop scalable frameworks for launching and managing paid media across new franchise locations.

• Guide new franchise owners through paid media launches and establish expectations around budget, timing, performance, and market conditions.

• Explain performance shifts and trade-offs to franchise owners in clear, non-technical language.

• Gather franchise feedback and translate recurring needs into improvements to paid media processes and systems.

• Develop reporting and communication processes that can scale as the franchise network grows.

• Maintain consistency in paid media strategy while allowing for market-specific optimization.

8. AI & Operational Excellence

• Use AI tools such as Claude and other emerging technologies to accelerate campaign development, analysis, reporting, QA, research, creative iteration, and documentation.

• Build repeatable AI-assisted workflows that improve speed and quality without sacrificing strategic judgment.

• Use automation where appropriate to reduce manual campaign management and reporting.

• Continuously identify opportunities to improve paid media processes, documentation, and operating systems.

• Build scalable playbooks that allow French Florist to expand paid media across an increasingly large national franchise network without requiring proportional increases in headcount.

• Stay current on changes in advertising platforms, AI capabilities, attribution, measurement, and performance marketing best practices.

Success Measures

Operational Outcomes

• Smooth transition of the corporate boutique accounts within 2 weeks of start, with no disruption to campaign performance or tracking

• Tracking gaps for accounts in scope identified and flagged, with paid media reporting reconciled against platform-reported numbers

• A repeatable, documented process for launching and managing paid campaigns (search + Meta) that can scale to franchise locations

Business Impact

• Search efficiency held at or above agreed targets as budget shifts toward growth and experimental campaigns

• Meta run as a measured local-awareness/remarketing channel, with clear incrementality evidence for continued investment

• Improved brand search conversion rate, working jointly with site/product improvements

• Clear CLV/LTV-based view of prospecting vs. retention spend informing budget decisions

Leadership & Collaboration

• Trusted day-to-day partner to the Director of Growth and Performance, requiring minimal oversight on execution

• Clear, proactive communication of performance, test results, and recommendations — including using AI tools to turn raw data into concise, decision-ready updates

• Strong working relationship with design/product around site and landing page changes that affect paid performance

• Demonstrates readiness to take on franchise accounts and serve as the day-to-day contact for franchise owners

Qualifications

• 5+ years of hands-on paid media experience, with strong expertise in Google Ads and Meta; Microsoft Ads preferred.

• Proven experience owning paid media strategy, budgets, optimization, and performance for a DTC/ecommerce or multi-location business.

• Strong understanding of ROAS, MER, CAC/CPA, CVR, LTV/CLV, attribution, and revenue growth.

• Highly analytical and able to diagnose performance issues, identify opportunities, and turn data into clear actions.

• Experience with structured testing, creative optimization, and landing-page/CRO collaboration.

• Strong GA4/GTM and measurement experience, with the ability to identify tracking or attribution issues.

• Excellent communication skills and experience serving as a primary point of contact for clients, franchise owners, or business stakeholders—including reporting, answering questions, explaining performance, and making recommendations.

• Comfortable working independently and building processes and playbooks, with experience transitioning work from an agency to an in-house team a strong plus.

• Experience managing paid media across multiple markets, locations, or territories preferred.

• AI-forward mindset with experience using AI tools to improve analysis, campaign execution, QA, and reporting.

• Preferred: current Google Ads certifications (Search, Shopping, Measurement), Meta Certified Media Buying Professional, Microsoft Advertising certification, and Google Analytics (GA4) certification

What Makes This Role Exciting

Champion a Purpose-Driven, Premium Brand: We are not just selling flowers; we are building a category-defining lifestyle brand. You will get to work with a visually stunning product where our "aesthetic authority" and a commitment to creating unforgettable, joyous customer experiences are at the heart of everything we do.

Fuel Explosive Nationwide Growth: You will be joining at the perfect inflection point. We are on a massive, fast-paced trajectory to scale from our current footprint to over 200 units nationwide over the next few years, giving you a front-row seat to an incredible expansion story.

Build the Playbook from the Ground Up: This isn't a role where you just maintain the status quo. You will have the rare autonomy and executive backing to act as a true "builder," architecting the scalable processes, digital infrastructure, and marketing models that will define our operations at scale.

Empower Local Entrepreneurs: Your work will have a direct, meaningful impact on our franchise partners. By driving digital excellence and brand visibility, you will be building the "Marketing as a Service" engine that provides small business owners with the exact tools they need to thrive in their local communities.

Leave a Lasting Legacy: We are building a 50-year brand. You will be part of a high-integrity, collaborative culture that values continuous learning, bold ideas, and true "skin in the game" as we disrupt and elevate the floral industry.

Compensation and Benefits

•  $90,000 to $102,000/year + up to 10% bonus, based on performance.

•  Employee stock option eligibility after one year

•  Paid Time Off, Paid Holidays, Professional Development Stipend  

•  Full health benefits (medical, dental & vision) + voluntary benefits available 

•  401k retirement program