About the role
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
Who You Are:
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
How to Apply:If you're ready to join our team and play a key role in shaping our talented workforce, please submit your resume in English (resumes in other languages will be immediately disqualified). We look forward to hearing from you!
Pro Coffee Gear is an equal-opportunity employer. We celebrate diversity and are committed to creating an inclusive environment for all employees.
Originally posted on Himalayas