Paid & Performance Marketing Lead

Job Position: Paid & Performance Marketing Lead

Company: Pro Coffee Gear

Location: Remote (global)

Type: Full-time

Reports to: VP of Product & Growth

About Us: Pro Coffee Gear is a fast-growing ecommerce and wholesale distributor of commercial and home espresso equipment. We serve cafés, roasters, restaurants, and serious home baristas with new and refurbished espresso machines, grinders, and accessories from the most respected brands in coffee. We're building a disciplined, data-driven growth engine — and paid media is a critical part of that foundation.

About The Role

We're looking for a Paid & Performance Marketing Lead to drive the strategy, execution, and evolution of paid acquisition at PCG.

In this role, you'll take full ownership of paid media performance across key channels, leading external agency partners while building the foundation to bring capabilities in-house over time. You'll be responsible for setting direction, allocating budgets, and ensuring paid media becomes a scalable and predictable growth engine for the business.

This is a high-impact role for someone who combines strategic thinking with hands-on execution and wants to build a best-in-class performance marketing function.

What You'll Do

Paid Media Strategy & Performance Ownership

• Define and lead the overall paid acquisition strategy across Google and Meta.
• Own budget allocation, channel prioritization, and performance outcomes.
• Set clear KPIs and hold agencies accountable for results.
• Continuously evaluate performance and adjust strategy to maximize efficiency and growth.
  
  

Agency Management & Direction

• Act as the primary point of contact for paid media agencies.
• Provide strategic guidance, challenge recommendations, and approve execution plans.
• Ensure alignment between agency work and broader business priorities, including merchandising and brand positioning.
  
  

In-House Capability Development

• Evaluate which activities should remain external vs. transition internally.
• Build a roadmap to gradually internalize campaign management and strategy.
• Establish processes, tools, and documentation to support in-house execution.
• Contribute directly to campaign execution and optimization where needed.
  
  

Google Ads Leadership (Core Revenue Channel)

• Oversee performance across Search, Shopping, Performance Max, and YouTube.
• Align campaigns with product priorities, inventory levels, and key business initiatives.
• Optimize feed quality, keyword strategy, and landing page performance to improve conversion rates.
  
  

Meta Ads Strategy (Demand Generation & Retargeting)

• Lead Meta campaigns across prospecting, retargeting, and product-driven initiatives.
• Partner with creative teams to develop and test high-performing ad concepts.
• Ensure campaigns effectively support long consideration cycles and customer acquisition.
  
  

Channel Expansion & Testing

• Identify and test new paid channels such as Reddit, LinkedIn, affiliates, and creator partnerships.
• Define clear testing frameworks, including hypotheses, success metrics, and scaling criteria.
• Determine the right balance between agency support and internal ownership for new initiatives.
  
  

Performance Analysis & Reporting

• Own reporting across all paid channels, providing clear insights on performance and ROI.
• Track key marketing efficiency metrics (e.g., MER, ROI)
• Build regular reports for leadership with actionable recommendations.
• Ensure strong attribution, tracking accuracy, and data integrity.
  
  

Cross-Functional Collaboration

• Work closely with merchandising, lifecycle marketing, creative, and sales teams.
• Align paid media efforts with product launches, promotions, and inventory strategies.
• Translate company goals into actionable acquisition plans.
  
  

Why This Role Stands Out

• Full ownership of a critical growth channel with direct impact on revenue.
• Opportunity to define strategy and build an in-house performance marketing function.
• High visibility across teams and leadership.
• Work on complex, high-consideration products with meaningful customer journeys
  
  

Requirements

• 5-8+ years of experience in performance or paid media marketing.
• Deep expertise in Google Ads and Meta Ads platforms.
• Proven track record managing and scaling agency partnerships.
• Strong analytical mindset with experience managing revenue and efficiency metrics.
• Comfortable owning performance outcomes and making data-driven decisions
  
  

Nice to Have

• Experience transitioning paid media from agency-led to in-house.
• Background in high-AOV e-commerce or B2B-related models.
• Familiarity with Shopify ecosystems.
• Experience in coffee, hospitality, or equipment-driven businesses
  
  

Benefits

• Flexible working setup with remote options.
• Opportunities for professional growth as the company scales.
• Work alongside an international team in a collaborative, fast-paced environment
  
  

Pro Coffee Gear is an equal opportunity employer. We are committed to creating a diverse and inclusive workplace and do not discriminate against employees or applicants based on race, color, religion, age, sex, national origin, disability status, genetics, protected veteran status, sexual orientation, gender identity or expression, or any other characteristic protected by applicable federal, state, or local laws.