About This Role
Planning and running marketing campaigns that bring new customers to the company's online store is the core of this role, along with the landing pages and conversion paths that paid traffic depends on. Reporting to the Senior Digital Marketing Manager, you will co-own paid media strategy and take full ownership of execution across paid search, paid social, and shopping on Google, Microsoft Bing, LinkedIn, and Meta. You will manage budget and pacing against efficiency and pipeline targets and improve conversion through landing page work and structured testing. On a small marketing team, you will move between strategy and execution on any given day.
Responsibilities
- Plan, build, launch, and optimize paid search and shopping across Google Ads and Microsoft (Bing) Ads, including Search, Shopping, Performance Max, and product feed health
- Run paid social on LinkedIn and Meta, including B2B audience and account targeting across Sock Club's segments and buyer personas
- Lead keyword strategy across research, expansion, gap analysis, match types, negative lists, and ongoing reconciliation against performance
- Forecast and pace spend across monthly and quarterly budgets, with KPI outlooks, per-channel seasonality projections, and budget reallocation recommendations
- Manage bids, targets, and channel mix against the primary KPIs: ROAS and blended ROAS, CAC, and CPL
- Grow contacts and MQLs from paid while improving lead quality (Lead Fit Score, MQL-to-SQL rate), and track paid leads from NQ through SQL into qualified pipeline with sales and marketing ops
- Own conversion tracking and attribution end to end, including GA4 events, platform tags, offline conversion imports from HubSpot, and value-based bidding signals, and reconcile in-platform numbers against the CRM as the source of truth
- Build and test paid landing pages and forms in Heyflow, run conversion audits, and maintain a testing roadmap of A/B tests across ads, pages, and forms
- Manage Sock Club's supplier presence and paid placements on promotional-products platforms (SAGE, ESP, ASI, CommonSKU) and track each one's pipeline contribution
- Report paid performance to leadership with Direct and Distributor results segmented, and coordinate with email, SEO, events, content, and sales so campaigns, keywords, and shared audiences stay aligned
Requirements
- 4+ years of hands-on experience managing B2B paid media in-house or at an agency, with primary responsibility for paid search and paid social
- Hands-on expertise in Google Ads, LinkedIn Ads, and Meta, plus working proficiency in Microsoft (Bing) Ads
- Direct experience running Google Shopping and Performance Max, including product feed management
- A record of managing paid budgets to ROAS, CAC, and CPL targets while improving downstream lead quality, such as MQL-to-SQL conversion and lead fit
- Experience implementing conversion tracking, including GA4 events and offline conversion imports from a CRM
- Experience building and maintaining spend-pacing and forecasting models in spreadsheets, including seasonality assumptions and scenario levers
- Strong analytical skills, with the ability to independently pull and analyze performance data in GA4 and a BI platform without waiting on someone else to build a report
- Direct experience with landing page optimization, conversion rate optimization, and A/B testing, including sample size and statistical significance
- Experience marketing a considered, multi-stage B2B purchase, where lead quality matters more than raw volume
- Solid grasp of attribution in a multi-touch B2B funnel, including the difference between in-platform conversions and CRM-verified outcomes and where a channel is likely over- or under-credited
Nice to have:
- A bachelor's degree is preferred but not required. Equivalent hands-on experience is welcome
- Fluent across multiple data streams. You can line up what GA4, the CRM, and the ad platforms are telling you, trust the right source when they disagree, and flag what looks off instead of quietly working around it
- Proactive. You catch problems in pacing, tracking, or performance before anyone asks and bring a proposed fix with the flag
- Curious about the business. You learn how our buyers and distributors actually purchase and use that to shape targeting and messaging
- A strong communicator and highly organized. You can keep multiple campaigns, budgets, and pacing threads moving without dropping details, and explain performance and tradeoffs clearly to people who are not paid media specialists
- Uses AI daily and well. You lean on it for research, analysis, copy, and reporting, and you know where it speeds you up and where it needs checking
- Stays current on platform changes across every network we run, including bidding, automation, policy, and measurement, and recommends how we should adapt
- Familiar with SEO fundamentals, a plus but not required. Paid and organic keyword strategy are run in step here, so knowing how organic search works helps keep the two aligned
Important Details
- Schedule: Hybrid, in office Tuesday through Thursday and remote Monday and Friday
- Reports to: Senior Digital Marketing Manager
- Direct reports: None
Tools You'll Use
- Ad platforms: Google Ads, Microsoft (Bing) Ads, LinkedIn Ads, Meta
- Analytics and BI: GA4, Sigma, PostHog
- CRM and lifecycle: HubSpot
- Landing pages and forms: Heyflow
- Workspace: Notion
- Industry listings: SAGE, ESP, ASI, CommonSKU
About the Company
Sock Club is a B2B custom sock company founded in 2012 and based in Austin, Texas. They design and manufacture branded socks for businesses, selling directly to companies for their own brands and through the distributors and promotional-products partners who resell to their own customers.
