Paid & Performance Marketing Lead - Remote/Worldwide at Pro Coffee Gear

Worldwide

<p><strong>Job Position:&#xa0;Paid &amp; Performance Marketing Lead</strong></p> <p><strong>Company:</strong> Pro Coffee Gear</p> <p><strong style="font-family: inherit; font-size: 0.875rem;">Location: </strong><span style="font-family: inherit; font-size: 0.875rem;">Remote (Anywhere)</span></p> <p><strong>Type: </strong>Full-time</p> <p><strong></strong><strong>Reports to: </strong>VP of Product &amp; Growth<span style="font-family: inherit; font-size: 0.875rem;"></span></p> <p><strong>About Us:</strong>&#xa0;<span style="font-family: inherit; font-size: 0.875rem;">Pro Coffee Gear is a fast-growing ecommerce and wholesale distributor of commercial and home espresso equipment. We serve caf&#xe9;s, roasters, restaurants, and serious home baristas with new and refurbished espresso machines, grinders, and accessories from the most respected brands in coffee.&#xa0;</span><span style="font-family: inherit; font-size: 0.875rem;">We&#x2019;re building a disciplined, data-driven growth engine &#x2014; and paid media is a critical part of that foundation.</span></p> <p dir="ltr"><span style="font-family: inherit; font-size: 0.875rem;"><strong>The Role:&#xa0;</strong>We&#x2019;re hiring a Paid &amp; Performance Marketing Lead to own the strategy, performance, and evolution of paid acquisition at PCG.&#xa0;</span><span style="font-family: inherit; font-size: 0.875rem;">This role will manage and lead our existing Google and Meta ad agencies, while also setting the roadmap to progressively bring paid media in-house as the business scales.</span></p> <p dir="ltr">You will be the <em>single owner</em> of paid performance &#x2014; accountable for results, agency direction, channel expansion, and long-term capability building.</p> <p><strong>What You&apos;ll Own:</strong></p> <p><strong>1. Paid Media Ownership &amp; Agency Leadership</strong></p> <ul> <li>Own overall paid media strategy and performance across Google Ads (Search, Shopping, Performance Max, YouTube) and Meta (Facebook &amp; Instagram)</li> <li>Act as the primary owner and point of accountability for external paid media agencies, channel-level strategy and prioritization, and budget allocation and pacing</li> <li>Set clear goals, KPIs, and expectations for agencies</li> <li>Review performance, challenge assumptions, and approve strategy</li> <li>Ensure agency work aligns with PCG business goals, merchandising priorities, and creative and brand standards</li> <li>You are not a passive agency manager &#x2014; you own the outcome</li> </ul> <p><strong>2. Transition from Agency-Led to In-House Execution</strong></p> <ul> <li>Assess what should remain agency-managed vs brought in-house</li> <li>Build a roadmap to reduce agency dependency over time and increase internal ownership of strategy and execution</li> <li>Personally execute and optimize campaigns where appropriate</li> <li>Define tooling, processes, and documentation required to scale in-house</li> <li>Hire or develop additional paid media support as needed</li> </ul> <p><strong>3. Google Ads (Primary Revenue Channel)</strong></p> <ul> <li>Own Google Ads performance end-to-end, whether executed by agency or in-house: brand, non-brand, and SKU-level search; shopping and feed optimization; Performance Max (with strict controls); YouTube for upper-funnel education</li> <li>Partner with merchandising to prioritize SKUs, manage inventory constraints, and support launches, refurbished inventory, and clearance</li> <li>Ensure strong alignment between search intent, landing pages, and conversion tracking</li> </ul> <p><strong>4. Meta Ads (Demand Creation + Retargeting)</strong></p> <ul> <li>Own Meta strategy across prospecting (education-driven, high-intent audiences), retargeting (site, CRM, engagement-based), and product launches and promotional bursts</li> <li>Direct creative strategy in partnership with internal creative teams</li> <li>Review and approve creative testing plans and results</li> <li>Ensure Meta is used to create demand, support high-AOV consideration cycles, and feed lifecycle marketing</li> </ul> <p><strong>5. Channel Expansion &amp; Experimentation</strong></p> <ul> <li>Own testing and expansion into additional paid channels: Reddit, LinkedIn (wholesale, restaurant operators), affiliate and partner marketing, and influencer whitelisting/paid creator ads</li> <li>Decide when experiments are agency-led vs in-house</li> <li>Define clear hypotheses, success metrics, and scale/kill decisions</li> </ul> <p><strong>6. Measurement, Reporting &amp; Forecasting</strong></p> <ul> <li>Own performance reporting across all paid channels and agencies</li> <li>Track and optimize toward blended MER, contribution margin, paid revenue vs plan, and lead revenue conversion (30/60/120 days)</li> <li>Build clear weekly and monthly reporting for leadership</li> <li>Ensure attribution, tracking, and data integrity are solid and improving</li> </ul> <p><strong>7. Cross-Functional Leadership</strong></p> <ul> <li>Partner closely with merchandising (inventory, pricing, promotions), lifecycle marketing (email/SMS, lead nurturing), creative (ads, landing pages, messaging), and sales/wholesale (lead quality, follow-up loops)</li> <li>Translate company goals into actionable paid media strategy</li> <li>Represent paid media in planning, launches, and retrospectives</li> </ul> <p><strong>What Success Looks Like:</strong></p> <p><em>First 3&#x2013;6 months</em></p> <ul> <li>Clear ownership and accountability over agency performance</li> <li>Strong visibility into spend, performance, and ROI</li> <li>Improved alignment between paid media, merch, and creative</li> </ul> <p><em>6&#x2013;12 months</em></p> <ul> <li>More paid execution owned internally</li> <li>Reduced agency dependency without performance loss</li> <li>At least one new paid channel successfully tested</li> <li>Paid media viewed as a predictable, scalable growth engine</li> </ul> <p><strong>Who You Are:</strong></p> <p><em>Required</em></p> <ul> <li>5&#x2013;8+ years in paid/performance marketing</li> <li>Deep experience with Google Ads and Meta Ads</li> <li>Proven experience managing and scaling agency relationships</li> <li>Strong analytical and financial mindset</li> <li>Comfortable owning revenue and efficiency metrics</li> </ul> <p><em>Bonus</em></p> <ul> <li>Experience bringing paid media in-house from agencies</li> <li>High-AOV ecommerce or B2B-adjacent experience</li> <li>Shopify-based ecommerce experience</li> <li>Experience in coffee, hospitality, or equipment-based businesses</li> </ul> <p><strong>Why This Role Is Compelling:</strong></p> <ul> <li>True ownership over a critical growth lever</li> <li>Authority to challenge agencies and set direction</li> <li>Opportunity to build a best-in-class in-house paid function</li> <li>High-impact role with visibility across the business</li> <li>Work on meaningful, long-consideration products</li> </ul> <p><strong>Benefits:</strong></p> <ul> <li>Flexible schedule with opportunities for growth</li> <li>Work remotely from the comfort of your own home</li> <li>Join a dynamic and passionate international team in the exciting world of coffee</li> </ul> <p><strong>How to Apply:</strong> If you&apos;re ready to join our team and play a key role in shaping our talented workforce, please submit your resume in English (resumes in other languages will be immediately disqualified). We look forward to hearing from you!</p> <p>Pro Coffee Gear is an equal-opportunity employer. We celebrate diversity and are committed to creating an inclusive environment for all employees.</p> <p dir="ltr"><br></p>