Sr. Marketing Manager, Paid Advertising

The Sr. Marketing Manager, Paid Advertising at Pilot is responsible for developing and executing a comprehensive paid advertising strategy. This includes managing campaigns across various platforms such as Google Ads and LinkedIn, optimizing lead quality and engagement, and conducting performance analysis to refine strategies. You’ll also work closely with cross-functional teams to ensure alignment in customer acquisition efforts.

Pilot seeks candidates with over 8 years of hands-on experience in performance marketing, ideally in the SMB, SaaS, or services sectors. Familiarity with platforms like Google Ads, Meta Ads, and LinkedIn Ads is essential. Candidates should demonstrate strong ownership ability, data analysis skills in SQL or Excel, and a proactive approach to campaign management.

The Sr. Marketing Manager plays a crucial role in fueling Pilot's growth by owning the paid advertising strategy and optimizing campaigns to maximize lead generation and return on investment. Your innovative ideas and strategies will directly influence the efficiency of marketing efforts and ultimately contribute to scaling Pilot's customer base.

Candidates should be well-versed in tools like Google Ads, Google Tag Manager, Marketo, Looker, and Google Analytics (GA4). Experience with bid management and campaign automation tools, as well as scripts for Google Ads, is also beneficial. Familiarity with workflow automation tools, such as Zapier, is a plus.

The Sr. Marketing Manager position offers significant growth opportunities as you contribute to Pilot's journey towards reaching $100M in annual recurring revenue. With a supportive team and a focus on employee development, you'll have room to innovate and advance your career in a thriving startup environment.

A successful paid advertising strategy begins with defining clear goals that align with the overall marketing objectives. Utilize data to identify target audiences, select appropriate platforms, and develop compelling ad creative. Continuous monitoring and optimization of campaigns based on performance metrics are crucial to improving results over time.

When tracking paid advertising campaigns, key metrics include cost-per-click, conversion rates, return on investment, and overall lead quality. It's also essential to analyze audience engagement and the performance of different ad formats to inform future strategies.

Budget management involves setting clear budget limits for each channel, monitoring spending closely, and adjusting allocations based on campaign performance. Proactive management ensures that your advertising spend maximizes ROI while aligning with strategic growth targets.

Audience segmentation involves analyzing existing customer data to identify patterns and behaviors. Based on these insights, you can create specific audience profiles to target with tailored ads. Tools like Google Analytics and social media insights can help define segments for effective retargeting strategies.

One significant experience involved analyzing underperforming ads to identify low-performing keywords. By refining the keywords and adjusting ad copy to better align with user intent, I was able to significantly increase click-through rates and conversions, ultimately improving overall campaign performance.

I approach experimenting with new channels by initially setting aside a small portion of the budget for pilot campaigns. Testing different formats and targeting options helps gauge effectiveness before scaling. Collecting and analyzing data during these experiments informs future investments in those new channels.

Collaboration with other teams is crucial for cohesive marketing efforts. Regular meetings and open communication facilitate information sharing, and I encourage feedback from sales, product, and creative teams to ensure our marketing campaigns align with overall company objectives.

Challenges often arise from rapidly changing digital marketing landscapes. Staying updated with platform changes and algorithm updates can be daunting, but I tackle these challenges through ongoing education, networking with other marketers, and continuously testing new strategies.

Data analytics is pivotal in shaping my marketing strategies. I utilize platforms like Google Analytics to track user behavior and campaign performance. Insights drawn from data allow me to adjust targeting, enhance creative elements, and ultimately optimize spend for better results.

To write compelling ad copy, I focus on understanding the target audience's pain points and desires. I create unique value propositions that resonate with them, employing clear language and strong calls-to-action. Testing different variations and analyzing their performance helps to refine the messaging further.