Paid & Performance Marketing Lead - Remote/Worldwide

Job Description

Job Position: Paid & Performance Marketing Lead

Company: Pro Coffee Gear

Location: Remote (Anywhere)

Type: Full-time

Reports to: VP of Product & Growth

About Us: Pro Coffee Gear is a fast-growing ecommerce and wholesale distributor of commercial and home espresso equipment. We serve cafés, roasters, restaurants, and serious home baristas with new and refurbished espresso machines, grinders, and accessories from the most respected brands in coffee. We’re building a disciplined, data-driven growth engine — and paid media is a critical part of that foundation.

The Role: We’re hiring a Paid & Performance Marketing Lead to own the strategy, performance, and evolution of paid acquisition at PCG. This role will manage and lead our existing Google and Meta ad agencies, while also setting the roadmap to progressively bring paid media in-house as the business scales.

You will be the single owner of paid performance — accountable for results, agency direction, channel expansion, and long-term capability building.

What You'll Own:

1. Paid Media Ownership & Agency Leadership

• Own overall paid media strategy and performance across Google Ads (Search, Shopping, Performance Max, YouTube) and Meta (Facebook & Instagram)
• Act as the primary owner and point of accountability for external paid media agencies, channel-level strategy and prioritization, and budget allocation and pacing
• Set clear goals, KPIs, and expectations for agencies
• Review performance, challenge assumptions, and approve strategy
• Ensure agency work aligns with PCG business goals, merchandising priorities, and creative and brand standards
• You are not a passive agency manager — you own the outcome

2. Transition from Agency-Led to In-House Execution

• Assess what should remain agency-managed vs brought in-house
• Build a roadmap to reduce agency dependency over time and increase internal ownership of strategy and execution
• Personally execute and optimize campaigns where appropriate
• Define tooling, processes, and documentation required to scale in-house
• Hire or develop additional paid media support as needed

3. Google Ads (Primary Revenue Channel)

• Own Google Ads performance end-to-end, whether executed by agency or in-house: brand, non-brand, and SKU-level search; shopping and feed optimization; Performance Max (with strict controls); YouTube for upper-funnel education
• Partner with merchandising to prioritize SKUs, manage inventory constraints, and support launches, refurbished inventory, and clearance
• Ensure strong alignment between search intent, landing pages, and conversion tracking

4. Meta Ads (Demand Creation + Retargeting)

• Own Meta strategy across prospecting (education-driven, high-intent audiences), retargeting (site, CRM, engagement-based), and product launches and promotional bursts
• Direct creative strategy in partnership with internal creative teams
• Review and approve creative testing plans and results
• Ensure Meta is used to create demand, support high-AOV consideration cycles, and feed lifecycle marketing

5. Channel Expansion & Experimentation

• Own testing and expansion into additional paid channels: Reddit, LinkedIn (wholesale, restaurant operators), affiliate and partner marketing, and influencer whitelisting/paid creator ads
• Decide when experiments are agency-led vs in-house
• Define clear hypotheses, success metrics, and scale/kill decisions

6. Measurement, Reporting & Forecasting

• Own performance reporting across all paid channels and agencies
• Track and optimize toward blended MER, contribution margin, paid revenue vs plan, and lead revenue conversion (30/60/120 days)
• Build clear weekly and monthly reporting for leadership
• Ensure attribution, tracking, and data integrity are solid and improving

7. Cross-Functional Leadership

• Partner closely with merchandising (inventory, pricing, promotions), lifecycle marketing (email/SMS, lead nurturing), creative (ads, landing pages, messaging), and sales/wholesale (lead quality, follow-up loops)
• Translate company goals into actionable paid media strategy
• Represent paid media in planning, launches, and retrospectives

What Success Looks Like:

First 3–6 months

• Clear ownership and accountability over agency performance
• Strong visibility into spend, performance, and ROI
• Improved alignment between paid media, merch, and creative

6–12 months

• More paid execution owned internally
• Reduced agency dependency without performance loss
• At least one new paid channel successfully tested
• Paid media viewed as a predictable, scalable growth engine

Requirements

Required

• 5–8+ years in paid/performance marketing
• Deep experience with Google Ads and Meta Ads
• Proven experience managing and scaling agency relationships
• Strong analytical and financial mindset
• Comfortable owning revenue and efficiency metrics

Bonus

• Experience bringing paid media in-house from agencies
• High-AOV ecommerce or B2B-adjacent experience
• Shopify-based ecommerce experience
• Experience in coffee, hospitality, or equipment-based businesses

Why This Role Is Compelling:

• True ownership over a critical growth lever
• Authority to challenge agencies and set direction
• Opportunity to build a best-in-class in-house paid function
• High-impact role with visibility across the business
• Work on meaningful, long-consideration products

Benefits

• Flexible schedule with opportunities for growth
• Work remotely from the comfort of your own home
• Join a dynamic and passionate international team in the exciting world of coffee