Growth Marketing Manager, Paid

We're seeking an experienced and data-driven paid marketing manager to join our growing marketing organization. This role is ideal for someone who is both a creative and strategic thinker and thrives in startup environments. The right candidate brings a strong performance marketing mindset and a history of managing paid social programs that deliver measurable returns. Ideally, this individual has previous experience executing a brand's organic social, paid social and influencer marketing efforts.

Reporting to the Head of Marketing, you'll manage all social planning, developing the social content calendar. You'll shape the strategy, execution, and optimization of paid campaigns as well as direct our organic social strategy. This position will require close collaboration with creative teams to craft compelling stories and bring the General Medicine brand to life across social media. Although the initial focus will be on paid social, this role will expand to support media activities in other channels.

Responsibilities

• Strategically plan, execute, and scale paid social campaigns across platforms such as Meta and TikTok, managing budgets to grow reach and engagement efficiently
• Monitor campaign performance daily, weekly, and monthly, adjusting strategies to maximize efficiency and profitability. Develop and present performance reports with actionable insights and recommendations.
• Collaborate with creative partners to ideate and produce engaging ad assets that drive brand awareness and engagement. Ability to think outside of the box to develop innovative ways to reach potential consumers through social media.
• Maintain a strong understanding of cultural and social media trends, including how brands are converting and engaging users through social channels. Stay up to date on changes to key platforms or algorithms.
• Design and manage testing roadmaps, launch schedules, and optimization timelines for new campaigns and product launches.
• Guide the development of the social content calendar and manage the brand's paid and owned content factory, including organic social, paid social and paid influencer marketing
• Oversee the end-to-end execution of influencer campaigns, including strategy, sourcing, contracting, briefing and finalizing content
• Over time, support the expansion of our media activities into new channels

Qualifications

• You have 4–6 years of hands-on experience in paid marketing for a brand, agency, or startup — with direct responsibility for paid social programs, and a strong grounding in organic and influencer marketing as well.
• You bring a performance marketing mindset: comfortable with budgeting, A/B testing, audience segmentation, conversion tracking and optimization.
• You are both creative and analytical: you craft compelling stories and assets, and you translate data into insights and recommendations to improve performance.
• You are highly organized and a strong project manager: you manage multiple campaigns and calendars simultaneously and keep things moving in a fast-paced environment.
• You are entrepreneurial, proactive, and hands-on: you roll up your sleeves, operate both independently and collaboratively, and thrive in a startup-like setting.
• You stay current on social media trends, new platform features, algorithm changes, cultural/social behaviors, and influencer ecosystems — and you leverage that knowledge to keep your brand ahead.
• You have experience managing influencer relationships and programs (either in-house or via agency/partners) and understand how influencer + creator content complements paid and organic campaigns.
• Excellent communication skills (written and verbal) and comfort presenting to senior stakeholders.