Love Ur Curls® is on a mission to simplify curly hair care and help millions of people love their natural curls. As we continue to scale our DTC business and expand , we're looking for an experienced, commercially-minded Director of Ecommerce & Digital Marketing to lead our digital growth strategy across customer acquisition, ecommerce, CRM, digital experience, and performance marketing

POSITION OVERVIEW: The Paid Media Specialist is responsible for planning, executing, optimizing, and reporting on all paid digital marketing campaigns across Love Ur Curls® customer acquisition channels. Reporting into the Director of Ecommerce & Digital Marketing, you'll manage day-to-day campaign performance while identifying opportunities to improve efficiency, increase customer acquisition, and maximize return on advertising investment.

This role requires someone who is highly analytical, creative, curious, and passionate about continuous testing. You'll collaborate with our Creative, Ecommerce, CRM, and Analytics teams to ensure campaigns deliver profitable growth while maintaining a premium customer experience.

Key Responsibilities: Paid Media Management Execute and optimize paid media campaigns across Meta, Instagram, TikTok, Google Search, Google Shopping, YouTube, Display, Performance Max, Pinterest, and emerging advertising platforms. Monitor campaign performance daily and proactively optimize budgets, bidding strategies, audience targeting, creative rotation, placements, and campaign structure. Manage campaign pacing to achieve monthly revenue and efficiency targets. Assist with forecasting media spend, customer acquisition, and revenue performance. Performance Optimization Continuously improve campaign performance against key KPIs including: Return on Ad Spend (ROAS) Customer Acquisition Cost (CAC) Cost per Purchase New Customer Acquisition Customer Lifetime Value (LTV) Analyze campaign performance to identify opportunities for scaling, improving efficiency, or reducing waste. Monitor attribution trends and recommend optimization strategies based on performance insights. Creative Testing & Optimization Partner with the Creative team to develop a robust creative testing roadmap. Write creative briefs informed by campaign data and customer insights. Launch and analyze ongoing tests across: Video concepts UGC content Hooks Messaging Offers Static imagery Landing page combinations Identify creative fatigue early and proactively recommend new concepts. Audience Strategy Build and manage prospecting, retargeting, customer, and lookalike audiences. Leverage first-party customer data to improve targeting and campaign effectiveness. Test audience expansion strategies using AI-powered campaign automation and platform machine learning. Analytics & Reporting Prepare weekly and monthly performance reports highlighting: Revenue ROAS CAC Spend Conversion Rate Creative performance Customer acquisition trends Translate campaign data into actionable recommendations for leadership. Maintain dashboards using GA4, Shopify Analytics, Meta Ads Manager, Google Ads, and Looker Studio. AI & Marketing Innovation Leverage platform AI features including Meta Advantage+, Google Performance Max, automated bidding, and predictive audience targeting. Evaluate emerging AI tools that improve campaign management, reporting, creative production, and workflow automation. Stay current on advertising platform updates, privacy regulations, attribution changes, and emerging acquisition channels. Cross-Functional Collaboration Partner with Ecommerce to improve landing page performance and customer conversion. Collaborate with CRM to align acquisition campaigns with lifecycle marketing initiatives. Work closely with Creative to ensure advertising assets are produced efficiently and reflect current testing priorities. Coordinate with external agency partners and technology vendors when required.

QUALIFICATIONS: 3–5+ years of hands-on paid media experience, preferably within a DTC ecommerce, beauty, skincare, haircare, or consumer products brand. Proven success managing performance marketing budgets across Meta, Google, TikTok, and other paid digital channels. Strong understanding of ecommerce metrics including ROAS, CAC, MER, AOV, LTV, and conversion rate. Experience using Shopify, GA4, Google Tag Manager, Meta Conversions API, and server-side tracking. Advanced Excel and reporting skills with experience building dashboards in Looker Studio or similar BI platforms. Experience conducting structured A/B testing and using data to drive optimization decisions. Strong organizational skills with the ability to manage multiple campaigns simultaneously. Excellent communication and collaboration skills.