Paid & Performance Marketing Lead - Remote/Worldwide

Job Position: Paid & Performance Marketing LeadCompany: Pro Coffee GearLocation: Remote (Anywhere)Type: Full-timeReports to: VP of Product & GrowthAbout 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 LeadershipOwn 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 pacingSet clear goals, KPIs, and expectations for agenciesReview performance, challenge assumptions, and approve strategyEnsure agency work aligns with PCG business goals, merchandising priorities, and creative and brand standardsYou are not a passive agency manager — you own the outcome2. Transition from Agency-Led to In-House ExecutionAssess what should remain agency-managed vs brought in-houseBuild a roadmap to reduce agency dependency over time and increase internal ownership of strategy and executionPersonally execute and optimize campaigns where appropriateDefine tooling, processes, and documentation required to scale in-houseHire or develop additional paid media support as needed3. 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 educationPartner with merchandising to prioritize SKUs, manage inventory constraints, and support launches, refurbished inventory, and clearanceEnsure strong alignment between search intent, landing pages, and conversion tracking4. 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 burstsDirect creative strategy in partnership with internal creative teamsReview and approve creative testing plans and resultsEnsure Meta is used to create demand, support high-AOV consideration cycles, and feed lifecycle marketing5. Channel Expansion & ExperimentationOwn testing and expansion into additional paid channels: Reddit, LinkedIn (wholesale, restaurant operators), affiliate and partner marketing, and influencer whitelisting/paid creator adsDecide when experiments are agency-led vs in-houseDefine clear hypotheses, success metrics, and scale/kill decisions6. Measurement, Reporting & ForecastingOwn performance reporting across all paid channels and agenciesTrack 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 leadershipEnsure attribution, tracking, and data integrity are solid and improving7. Cross-Functional LeadershipPartner 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 strategyRepresent paid media in planning, launches, and retrospectivesWhat Success Looks Like:First 3–6 monthsClear ownership and accountability over agency performanceStrong visibility into spend, performance, and ROIImproved alignment between paid media, merch, and creative6–12 monthsMore paid execution owned internallyReduced agency dependency without performance lossAt least one new paid channel successfully testedPaid media viewed as a predictable, scalable growth engineWho You Are:Required5–8+ years in paid/performance marketingDeep experience with Google Ads and Meta AdsProven experience managing and scaling agency relationshipsStrong analytical and financial mindsetComfortable owning revenue and efficiency metricsBonusExperience bringing paid media in-house from agenciesHigh-AOV ecommerce or B2B-adjacent experienceShopify-based ecommerce experienceExperience in coffee, hospitality, or equipment-based businessesWhy This Role Is Compelling:True ownership over a critical growth leverAuthority to challenge agencie