Demand Generation Manager driving paid media, marketing automation, and conversion optimization for Westland’s Canadian insurance brands. Generating qualified leads and strengthening client acquisition, onboarding, and retention.
About the role
- Paid Ads Specialist owning Google and Meta acquisition for THE/STUDIO’s global custom manufacturing platform. Scaling campaigns, creative testing, tracking, and new-customer revenue.
Responsibilities
- Own paid acquisition on Google and Meta, including new-customer revenue and affordable CAC
- Scale and optimize a $100k+/month Google Ads account across Search, PMax, Shopping, and YouTube
- Feed CRM conversion values, customer status, and margin data into value-based bidding
- Build Meta advertising from scratch, including account structure and testing framework
- Develop an ideation-to-production system for advertising creatives
- Mine CRM, customer reviews, sales call transcripts, support tickets, forums, competitor ads, and search terms for audience and creative insights
- Create and iterate advertising concepts, angles, hooks, formats, static ads, UGC-style video, and motion creative using AI
- Brief and manage designers, freelancers, or agencies when required
- Determine CAC targets, bids, budgets, and channel goals using unit economics
- Design and evaluate holdout, geographic, or lift tests for incrementality
- Plan and document structured campaign tests with hypotheses, metrics, budgets, and timelines
- Verify conversion tracking across GA4, GTM, CAPI, and offline conversions
- Identify and propose solutions for server-side tracking, landing-page CRO, video production, feed management, and localization needs
- Launch and evaluate new paid channels with clear testing, budget, tracking, and scaling criteria
- Produce weekly reporting on spend, new customers, CAC, and revenue by channel, including source and metric definitions
- Work directly with the CEO, executive team, and Head of Marketing
Requirements
- 5+ years of hands-on paid acquisition experience
- Personally built and run paid acquisition accounts
- Personally managed $50k+ per month on Google Ads
- Strong knowledge of automated bidding, including tROAS, tCPA, value-based bidding, and PMax
- Built a Meta account from scratch
- Strong understanding of margin, AOV, LTV, payback, and break-even CAC
- Experience optimizing toward new-customer revenue
- Ability to build audiences from first-party data and research
- Ability to develop creative concepts and provide a portfolio
- Experience running or reading incrementality tests
- Understanding of attribution windows and models
- Ability to connect CRM sales data to Google and Meta and troubleshoot tracking
- Experience hiring, briefing, and managing freelancers or agencies
- Launched at least one new paid channel from zero
- Experience with campaigns for products sold across several countries
- English level: C1/C2
- Daily AI use for research, creative generation, reporting, and visualizations
- Ability to select appropriate image and video AI models
- Ability to identify and verify incorrect AI output
- Nice-to-have: 1–2 years in a performance agency
- Nice-to-have: E-commerce, custom products, merch, or print-on-demand experience
- Nice-to-have: A funnel mixing self-serve checkout and sales-led deals
- Nice-to-have: Server-side tracking, HubSpot or Pipedrive
- Nice-to-have: Microsoft Ads or LinkedIn Ads
Benefits
- A real budget and the freedom to spend it well
- Direct access to the CEO and executive team
- High visibility, direct mentorship, and a seat at the table
- Product and strategic influence in a flat hierarchy
- High autonomy, minimal red tape, and room for personal and professional acceleration
- Your call on tools and AI subscriptions
- Competitive, outcome-driven compensation packages tailored to the candidate's level of impact
Job title
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Degree requirement
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