Lead multi-channel paid marketing efforts at Wing Assistant, focusing on Google Ads, Microsoft/Bing, Meta, and other platforms to scale demand and revenue. Responsibilities include budgeting, optimization, tracking, and collaboration with sales for tight feedback loops.
About Us
Wing Assistant is one of the world’s largest virtual talent companies. We are a venture-backed scaleup, based in Silicon Valley, but operate fully remote. Wing is scaling rapidly, and looking to build out a world-class marketing team
Overview
Wing Assistant invests heavily in paid acquisition (millions per year) and drives significant traffic. Your mandate: own our multi-channel paid engine—profitably scale high-intent demand across Google Ads, Microsoft/Bing Ads, and Meta, while expanding into/experimenting with Taboola, Outbrain, MNTN, Reddit, and other channels. You will be measured on pipeline & CAC.
What you’ll own
1) Paid Ad Platforms:
- Build a quarterly channel mix & budget plan tied to CAC, payback, and pipeline targets; stage tests for new networks.
- Google Ads & Bing: Search, PMax, Brand & Non-Brand separation, sitelinks/callouts, conversion attribution optimization.
- Meta: Conversion/lead gen, creative iteration, testing, audience stacks & exclusions, offline conversions.
- All other paid ads, including testing, optimization, and scaling
2) Measurement & Optimization:
- Own tracking & data hygiene with GTM/GA4 + offline conversions to CRM (Deal Created/Won).
- Daily optimization on CPL, CPC, CTR, CVR, lead-to-Deal rate, CPA/Deal, CAC, ROAS/pipe; use incrementality tests (geo/cellular holdouts where applicable).
- Build dashboards (StatCounter/Sheets/BigQuery) and weekly “what moved/what’s next” stand-ups.
3) Creative & Landing Experiences
- Brief and QA ad creative (copy/static/video) and landing experiences with Design, Copy, and CRO; ensure ad-to-landing relevance to lift Quality Score and conversion.
- Partner with SEO to align keyword themes, SERP coverage, and minimize cannibalization.
4) Lead Quality & Sales Sync
- Collaborate with Sales to tighten feedback loops (disposition reasons, Deal quality, measurement/attribution).
What success looks like (6–12 months)
- ~2x increase of Deals created from paid at flat or improved CAC.
- Quality lift: +10–20% improvement in Lead to Deal rate from paid via targeting, messaging, and landing alignment.
- Scaled testing system: 4–8 meaningful experiments/month; winner rollout playbooks.
- Channel expansion: At least 1–2 net-new channels (e.g., Reddit, MNTN) per quarter, producing a repeatable, efficient pipeline.
Day-to-day responsibilities
- Own budgets, pacing, and bids; refine match types, negatives, and audience overlays.
- Build and refresh keyword portfolios, RSA assets, and custom intent/lookalike audiences.
- Design & read experiments: creative angles, offers, headlines, hooks; landing variants with CRO.
- Maintain and improve conversion tracking (web & offline).
- Study and publish weekly reports with insights, actions, and expected impact.
Requirements
- 5–8+ years running multi-million-$ PPC programs (B2B services or SaaS strongly preferred).
- Deep expertise in Google Ads (Search/PMax) and Bing; strong practitioner on Meta.
- Proven record of turning paid traffic into pipeline & revenue, not just MQLs.
- Comfortable with data: queries/pivots; StatCounter; GA4; attribution concepts (MTA, first/last-touch, simple MMM proxies).
- Hands-on with GTM/GA4, offline conversion uploads, HubSpot/Salesforce (or similar).
- Data-driven mindset, results-oriented, and able to meet high expectations
- Strong creative instincts (briefing copy/design, storyboarding short video) and landing page collaboration with CRO.
- Excellent prioritization, communication, and ownership in our fast-moving environment.
Nice to have
- Experience with Taboola/Outbrain, MNTN/CTV, Reddit, and programmatic pilots.
- Basic SQL or BigQuery; script/Rule automation; budget pacing tools.
- Experience running incrementality/geo holdout tests.
KPIs you’ll be measured on
- Deals created from paid & pipeline $ (primary)
- Blended CAC / CPA per Deal
- Lead→Deal and Deal→Won rates by channel/campaign
- Non-brand share of pipeline; Quality Score & CPL for top ad groups
- Testing velocity and % of tests that ship to 100%
Your first 30/60/90
- 30 days: Audit accounts (structure, queries, tracking, audiences, negatives, assets, landing alignment). Baseline KPIs; fix tracking & offline conversions. Publish the Quarterly Test Plan.
- 60 days: Restructure top campaigns (brand/non-brand, exact/phrase, PMax guardrails). Launch 2–3 high-impact tests (offer, creative, landing). Implement a weekly pipeline quality loop with Sales.
- 90 days: Scale winners; expand 1–2 net-new channels (e.g., Reddit or MNTN) with clear success criteria; roll out budget reallocation based on CAC/payback.
Note: due to the seniority of this role, you are exempt from completing any initial assessments sent to you via email. If you do receive them, simply ignore them.
Top Skills
BigQuery
Ga4
Google Ads
Gtm
Hubspot
Meta
Microsoft Ads
Mntn
Outbrain
Reddit
Salesforce
Statcounter
Taboola
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