About the role This role owns Pet Honesty's paid strategy on Meta and TikTok, including TikTok Shop, and the creative that runs on it. You'll be hands on in the ad accounts every day: building campaigns, reading results, and turning what you learn into the next round of creative.
Our ads drive demand that converts on Amazon, TikTok Shop, Chewy, other marketplaces and retail, so success isn't measured on in-platform ROAS. It's measured on incremental revenue across every storefront. The job is to:
- keep our pixels and conversion signals clean
- prove concepts fast on TikTok Shop
- scale the winners across platforms
- show that the spend was incremental
What you'll do Strategy and budget - Build and own the annual and quarterly paid media plan and budget across channels, funnel stages and storefronts.
- Decide where traffic goes:
- Amazon for conversion, velocity and organic rank.
- TikTok Shop as the fastest place to prove a concept before scaling it to Meta and other channels.
- Reallocate spend weekly on incremental results, and plan for tentpoles such as Prime Day, Black Friday and new product launches.
Channel performance - Own results on Meta and TikTok, including TikTok Shop GMV spend, boosting and Spark Ads, hands on in the accounts daily.
- Over time, test new channels such as Google, YouTube Shorts, Pinterest and Reddit once Meta and TikTok are performing and the channel passes an incrementality test.
- Set account structure, bidding, audience and testing standards, and run them yourself.
Paid affiliate and creator engine - Partner with our affiliate content engine, turning top creator and affiliate content into paid social that drives incrementality.
- Build creator and affiliate briefs based on the winning hooks from paid.
- Move winning creator ads across platforms, from TikTok to Meta to other channels.
- Secure content usage rights and scale the program.
- Partner with Brand so the creators building our top funnel stay aligned with brand strategy.
Creative strategy - Run a continuous creative testing roadmap across hooks, angles, formats, UGC and creator, and partnership ads.
- Brief our in-house creative team, video editors and creators, and make creative yourself when speed matters. Turn account-level performance data into clear reads on why an ad won or lost, by audience and product.
- Keep the ad and the product listing (Amazon, TikTok Shop, Chewy) consistent so the click converts.
- Share winning messages with Brand, Amazon and Retail so what we learn in paid shows up across the business.
Signal and traffic infrastructure - Own pixel and conversion signal health on Meta and TikTok (Pixel, Conversions API, Events API, event match quality) with DTC/e-commerce, so the algorithms optimize on clean data.
- Tag all Amazon-bound traffic with Amazon Attribution and maximize Brand Referral Bonus.
- Work with the Amazon team on Amazon Marketing Cloud audiences to close the loop on off-Amazon traffic.
Measurement - Quantify the halo effect of paid social on Amazon organic sales, branded search, TikTok Shop, Chewy and retail.
- Own an incrementality-first measurement framework: blended MER, geo-holdout and conversion lift tests, and post-purchase surveys.
- Report weekly and monthly to leadership in business terms: incremental revenue, new-to-brand (NTB) purchases, blended MER and branded search lift.
Partners - Partner with Amazon/retail media, DTC, Brand Marketing, Creative, Finance, Business Intelligence and Demand Planning. This role sits outside Brand and partners closely with Brand Marketing on message and direction.
What you bring Required - 3+ years managing paid media hands on, and ready for a level up: owning performance across marketplaces and retail, not just DTC.
- Recent, hands-on ownership of Meta ad accounts. You built and ran the campaigns yourself, not through an agency or analyst.
- Hands-on management of TikTok Shop GMV spend and boosting, not just Spark Ads.
- Hands-on experience with Meta Pixel, Conversions API and signal quality.
- Hands-on incrementality testing (geo-holdouts, conversion lift).
- A creative thinker who uses performance data to shape the creative you make and the creative you brief.
- Fluency with blended economics across channels: MER, contribution margin and incrementality.
- Insanely curious and data oriented. You want the nitty gritty of why an ad worked.
Nice to have - Experience scaling a paid affiliate or creator program, including securing usage rights.
- Experience driving off-Amazon traffic to Amazon (Amazon Attribution, Brand Referral Bonus).
- Working knowledge of Amazon Marketing Cloud audiences and media mix modeling.
