SUPERVISOR, PERFORMANCE MEDIA PLANNING & ACTIVATION
Location: Los Angeles / Hybrid
Department: Media & Activation
Reports To: Associate Media Director / VP, Media & Activation
The RolePerformance Media Strategy, Planning & Activation- Develop and execute full-funnel paid media strategies across awareness, acquisition, activation, conversion, retention, and re-engagement.
- Lead planning, campaign setup, activation, and optimization across Meta, TikTok, Google Ads, YouTube, and other relevant paid media platforms.
- Manage both mobile app acquisition and web conversion campaigns, optimizing toward qualified registrations, installs, first purchases, subscriptions, transactions, and revenue.
- Build media plans, budgets, forecasts, audience strategies, and testing roadmaps aligned with client objectives and business KPIs.
- Optimize campaigns across audiences, bidding strategies, placements, conversion events, creative, and budget allocation.
- Develop prospecting, retargeting, reactivation, and first-party audience strategies to improve acquisition efficiency and customer quality.
- Identify opportunities to scale, hold, pivot, or reduce investment based on performance and customer economics.
Growth, Optimization & Customer Economics- Evaluate campaign performance beyond initial acquisition to understand customer quality, activation, retention, and lifetime value.
- Analyze and optimize against key business metrics, including CPI, CPA, CAC, ROAS, incremental ROAS, LTV, AOV, D7/D30 retention, repeat behavior, churn, CAC payback, and contribution margin.
- Evaluate downstream customer actions such as first deposits, first transactions, repeat purchases, membership upgrades, tier movement, and reactivation.
- Analyze customer funnels and cohort performance to identify conversion drop-offs, acquisition quality differences, and growth opportunities.
- Partner with analytics and client teams to connect paid media performance with customer behavior, transaction data, and revenue.
- Translate performance findings into actionable recommendations that improve conversion rates, acquisition efficiency, customer value, and profitable growth.
Measurement, Attribution & Tracking- Support the implementation, validation, and QA of conversion tracking across mobile apps and websites.
- Demonstrate working knowledge of Meta Conversions API (CAPI), Meta Pixel, TikTok Pixel/Events API, Google Ads conversion tracking, Google Enhanced Conversions, GA4, and Google Tag Manager (GTM).
- Understand browser-side and server-side tracking, event mapping, event deduplication, conversion attribution, and first-party data integrations.
- Work with mobile measurement partners (MMPs), including AppsFlyer, Adjust, and Singular, to support app attribution, in-app event tracking, and post-install optimization.
- Be familiar with product analytics platforms such as PostHog, Firebase, Amplitude, or Mixpanel to understand user behavior, funnels, and retention.
- Partner with analytics, development, and client teams to troubleshoot tracking discrepancies and ensure campaigns optimize toward accurate, meaningful conversion events.
- Understand mobile attribution, SDK integrations, deep linking, SKAdNetwork/AdAttributionKit, and privacy-related measurement limitations.
- Support incrementality testing, conversion lift, and other measurement approaches to evaluate the business impact of media investment.
Performance Creative, CRM & Lifecycle Marketing- Partner with Creative and Strategy teams to translate audience insights and campaign performance into actionable creative recommendations and testing briefs.
- Evaluate creative performance across hooks, messaging, formats, offers, and CTAs, connecting engagement metrics to actual conversion outcomes.
- Develop structured creative testing recommendations across prospecting, conversion, remarketing, and retention audiences.
- Understand how paid media connects with CRM, onboarding, lifecycle communications, and customer retention.
- Collaborate with CRM teams on audience segmentation, suppression, re-engagement, and lifecycle opportunities that improve activation, repeat purchase, and LTV.
- Bring working knowledge of lifecycle platforms such as Customer.io, Braze, Klaviyo, or Iterable, including email, SMS, push notifications, and automated customer journeys.
- Identify opportunities to improve landing pages, app onboarding, checkout flows, and other conversion touchpoints.
Client Leadership & Team Management- Own performance reporting, analysis, and optimization recommendations across assigned accounts.
- Translate complex campaign and customer data into clear insights and actionable recommendations for clients and internal teams.
- Lead performance discussions, proactively identifying opportunities, risks, and next steps.
- Supervise and mentor junior media team members across planning, activation, optimization, reporting, and campaign QA.
- Ensure campaign setups, targeting, budgets, tracking, naming conventions, and reporting meet agency standards.
- Collaborate closely with Media, Analytics, Creative, Strategy, CRM, Client Services, and external technology partners.
- Support the development of media best practices, SOPs, testing frameworks, and operational efficiencies.
Here's What It TakesRequired Experience & Qualifications- 5-7+ years of hands-on paid media experience, with a strong concentration in performance marketing, customer acquisition, and conversion optimization.
- Proven experience managing both mobile app acquisition and web conversion campaigns, including post-install event optimization and downstream purchase or revenue objectives.
- Strong hands-on expertise with Meta Ads Manager, Google Ads, and TikTok Ads Manager, including campaign setup, bidding, optimization, and reporting.
- Demonstrated ability to optimize beyond clicks, leads, and installs toward actual customer acquisition, purchases, revenue, and business outcomes.
- Strong understanding of CAC, ROAS, LTV, AOV, conversion rates, retention, and customer acquisition economics.
- Experience analyzing multi-step conversion funnels, customer cohorts, and performance trends to identify growth opportunities.
- Working knowledge of Meta CAPI, Meta Pixel, TikTok Pixel/Events API, GA4, GTM, Google Ads conversion tracking, and server-side measurement.
- Familiarity with mobile measurement partners such as Singular, AppsFlyer, or Adjust, including in-app event tracking and attribution.
- Strong analytical skills with the ability to build forecasts, interpret datasets, and translate performance results into actionable recommendations.
- Proficiency in Excel or Google Sheets and experience working with performance reporting and analytics tools.
- Strong client communication, presentation, organizational, and problem-solving skills.
- Experience supervising, mentoring, or reviewing the work of junior media team members.
Strongly Preferred- Experience with mobile apps, gaming, entertainment, ticketing, loyalty programs, subscriptions, e-commerce, or other transaction-driven businesses.
- Experience analyzing D7/D30 retention, repeat purchase behavior, customer cohorts, churn, LTV, CAC payback, and contribution margin.
- Familiarity with PostHog, Firebase, Amplitude, or Mixpanel for product analytics, customer funnels, and retention analysis.
- Understanding of performance creative strategy, including hooks, UGC, creator content, creative testing, and conversion-focused briefs.
- Working knowledge of CRM/lifecycle platforms such as Customer.io, Braze, Klaviyo, or Iterable, including segmentation, onboarding, reactivation, and retention strategies.
- Experience with incrementality testing, conversion lift, landing page optimization, and web-to-app customer journeys.
