The Opportunity:Google is a growth lever we haven't fully tapped yet. Today it's a small piece of our paid budget, and we're looking for someone who can turn it into a major one, without losing discipline on CAC or subscriber payback along the way.
This is a build-from-zero mandate. You'll set the account architecture and own every Google surface -Search, Performance Max, Demand Gen, and YouTube- as the core of the role. As that engine scales, you'll also have room to define, test, and pressure-test opportunities on adjacent paid channels, applying the same rigor on measurement and payback. You'll sit in the Revenue Growth & Analytics function, partnering directly with product, engineering, and Sponsorships, with a meaningful budget and very little bureaucracy standing between you and shipping.
If you've scaled a subscription or DTC account from a small base to a real share of spend, and you'd like to build it again -this time for a product that's making people better-informed- we'd love to chat.
What You'll Do:- Build Google from scratch: account structure, campaign architecture, naming conventions, and testing frameworks designed to scale rather than to survive.
- Own the scale path: take spend from its current low base to a major share of total paid budget, holding CAC and subscriber payback.
- Own Search, Performance Max, Demand Gen, and YouTube, including budget allocation and bidding strategy.
- Work with external agencies to build the YouTube creative engine: briefing, testing cadence, hook and format iteration, and a working point of view on what converts for a news product.
- Own Google landing pages: build, test, and iterate on dedicated LPs.
- Build the measurement foundation: conversion tracking, Enhanced Conversions, app + web attribution, incrementality testing, and reporting we actually trust.
- Google is the primary lever, but not the only paid channel: experiment, test, and stand up campaigns on adjacent paid channels when the opportunity justifies the effort, with the same testing discipline and attribution rigour.
- Partner cross-functionally with product, engineering, and analytics to ship what paid needs.
- Report honestly and tactfully on performance, including when something isn't working.
What You'll Bring:- 5+ years managing Google Ads at a meaningful scale, ideally in subscription, DTC, or app.
- Proven scaling experience: you've taken an account from small to large, not just managed one that was already built.
- Hands-on YouTube experience: you've scaled video, not just enabled it inside PMax.
- Strong analytical instincts: comfortable in GA4, spreadsheets, and BI tools; you can tell signal from noise.
- Creative fluency: you can brief video that performs and diagnose why an ad failed.
- A bias to action: small team, large budget, quick learn-build-ship loops.
- Experience standing up or managing campaigns on paid channels beyond Google, without needing a full team to do it.
- Genuine interest in news and media is a real plus.
Bonus Points:- Hands-on experience with diverse paid social platforms, with a track record of scaling a channel from 0 to 1.
- Experience with CTV/OTT and linear TV buying (Netflix, Hulu, Roku, Amazon, YouTube TV).
- AppsFlyer experience: MMP setup, SKAN configuration, attribution debugging.
- Firebase experience: event tracking, audience building, app-side conversion signal.
- Landing page experience: you've worked closely enough with design and engineering to ship them fast.
- Apple Search Ads or app-install experience.
- Familiarity with MMM or geo-lift.
What you'll enjoy at Ground News:Competitive total rewards: A market-benchmarked base salary, calibrated to your location.
Remote-first environment: Work from anywhere in Canada, on your own time zone plus enjoy in-person meetups and team gatherings.
Health & Wellness that matter: Medical, dental, vision, and life insurance coverage for you and your family.
Keep growing: Access to professional development opportunities to keep expanding your skills and career.
Mission-driven team: Join a group of smart, dedicated people who are building meaningful products with real-world impact.
Our culture is one of collaboration, creativity, and diverse perspectives. If you have any questions, concerns, or requests regarding accessibility needs, please contact
[email protected], and a member of our team will be happy to help.
