Paid Media Manager

THE ROLE

Grove is looking for a performance-focused Paid Media Manager to own our paid digital channels and drive new customer acquisition at scale. Paid media is one of our most critical growth levers, and this role will be responsible for executing against performance goals and improving efficiency across channels.

This role will inherit a strong foundation in Meta, our primary channel and largest investment, and will be expected to scale performance while supporting the development of a cross-channel acquisition approach that grows Grove’s digital footprint and drives first-time customers.

This is a hands-on campaign management role for someone who brings strong channel expertise, operates independently, and can translate performance signals into clear actions. This role will work closely with the content/creative team to ensure each platform has the right assets and messaging mix, and with the Director of Growth on budget allocation and channel priorities. This is a critical role on the Growth team in fueling acquisition and improving performance over time.

RESPONSIBILITIES

• Own day-to-day campaign management across Meta (primary), TikTok, Google, and emerging digital channels. Continuously optimize campaign structure, bidding strategy, audience segmentation, and budget allocation to improve efficiency and acquisition volume
• Actively leverage AI tools to automate repeatable campaign management tasks such as bid adjustments, budget pacing alerts, anomaly detection, and performance summaries
• Own the Google, Meta, and TikTok accounts end-to-end, including campaign setup, audience strategy, funnel structure, and automated rules, ensuring execution aligns with defined growth priorities
• Partner with web/product teams to support optimization of the paid acquisition funnel, including landing page testing and performance improvements to increase conversion rates
• Partner with the creative team to execute a structured testing approach across hooks, formats, audiences, and offers, documenting learnings and applying them to improve performance
• Support Grove’s emerging digital channel roadmap by helping test and evaluate new platforms (e.g., TikTok, AI-driven channels), using structured test-and-learn frameworks and providing recommendations on next steps
• Own weekly and monthly performance reporting across digital channels, translating results into clear insights and actionable recommendations for the Growth team
• Support incrementality testing across channels using defined methodologies (e.g., geo tests, platform studies), and help interpret results to inform future investment decisions

ABOUT YOU

• 5+ years managing paid media campaigns with hands-on experience in Meta, TikTok, and Google
• Deep Meta expertise, including campaign architecture, audience strategy, creative testing, and automation
• TikTok Ads experience preferred, with a clear understanding of how the channel contributes to acquisition
• MMM experience preferred, with the ability to interpret outputs and apply them to channel-level decisions
• Proven track record managing budgets with a strong understanding of CAC, LTV, and payback
• Experience supporting landing page testing and conversion rate optimization
• Comfort working across the full funnel, with an understanding of how channels contribute to acquisition outcomes
• Strong analytical skills, with the ability to interpret performance data and recommend