Role Overview

GOAT Group is seeking a Sr. Performance Marketing Specialist to run our paid social and video acquisition strategy. You will own and operate Meta, TikTok, and YouTube Ads. You will also develop the creative testing roadmap and leverage incrementality to measure performance. This role reports to the AVP of Growth.

We expect AI fluency in practice. As targeting, bidding, and placement have moved inside the platforms' models, creative has become the main lever you control. Leveraging AI tools for strategic research and automating operations will be key to success. Much of our process is being automated through internal AI workflows, so this role will have more emphasis on workflow oversight.

In this role, you will:

• Run day-to-day paid social and video across Meta, TikTok, and YouTube: campaign build, budget pacing, audience and placement setup, and optimization against incrementality KPIs.
• Plan and execute the creative testing roadmap - write briefs, launch tests, experiment readouts.
• Leverage AI tools (Claude, Gemini, internal workflows) for strategic research and operations. You'll partner closely with the AVP of Growth to continually develop and improve AI workflows.
• Build and maintain the weekly and monthly creative performance marketing reports.
• Partner with Brand and Creative on asset needs, turning performance reads into specific, useful creative direction.
• Run structured tests - holdouts, geo splits, incrementality reads - supporting the AVP of Growth, and interpret the results honestly against platform-reported numbers.
• Flag new formats, placements, and platform features worth testing, and make the case for trying them.

How Success Is Measured

• Incrementality. To truly understand the performance of our efforts, we rely on incrementality methods, such as geolift. We then leverage platform metrics as multipliers based on the measurement outcomes for daily operational KPIs.
• Creative performance. Leverage platform metrics to build creative narratives to explain how they performed and what we should do next.
• Operational reliability. Campaigns should launch accurately and on time. With AI automated more operations, this person must be have final oversight before campaigns launch.

We are looking for:

• 3+ years of hands-on performance marketing experience with Meta Ads, TikTok Ads, and/or YouTube Ads.
• Experience with incrementality and/or MMM to measure true lift or causal performance.
• Comfort working in performance data - pivot tables, dashboards, and enough rigor to catch a number that looks wrong before it reaches a deck.
• AI fluency in practice. You use LLMs and AI tooling in your daily workflow for briefs, copy variants, creative iteration, and reporting, and you can tell us specifically what it changed about your output and what you had to watch for.
• Strong written and verbal communication. You can explain a result, including a disappointing one, to people who do not live in the ad platforms.

Preferred Qualifications:

• Experience in a marketplace, resale, ecommerce, or DTC business.
• Familiarity with creative automation tooling such as Motion, Pencil, Smartly, or AdCreative.
• SQL, or experience pulling your own data from a warehouse such as Snowflake or BigQuery.
• Exposure to affiliate networks, creator-commerce platforms, or TikTok Shop.
• Mobile app install campaign experience, including MMPs such as AppsFlyer or Branch.
• Interest in or knowledge of sneakers, streetwear, and resale marketplaces.

GOAT Group uses geographic pay tiers based on the employee's home state to align compensation with market differences across the U.S.

Hiring Range:
Tier 1 (Includes states such as California, New York (including New York City), Washington, Illinois and other higher-cost markets)
$88,800 - $111,000 USD

Tier 2 - (Includes mid-cost markets across the U.S.)
$80,000 - $100,000 USD

Tier 3 - (All other U.S. locations)
$75,600 - $94,400 USD

The hiring range for this position is below, plus benefits (401K, paid time off, dental, medical, vision, disability, life insurance options). To determine starting pay within the hiring range, we carefully consider a variety of factors, including primary work location, role/level, a candidate's skills, experience, market demands, and internal parity. You may reach out to a recruiter for additional information.

Hiring Range:

$75,520-$111,000 USD