Performance Marketing Manager - Paid Social

At Pair Eyewear, we believe in placing our people at the center of everything we do. We are dedicated to fostering a joyful and dynamic workplace, providing our employees with an environment where they can thrive and make a meaningful impact. Pair is seeking a Performance Marketing Manager - Paid Social to own and scale our paid social presence across Meta, TikTok, and emerging platforms. This role will report to our Director of Growth & VP of Marketing. You'll have the opportunity to make a big impact on one of our fastest-growing revenue-driving channels in an incredibly collaborative, high-growth environment. Your partners will span marketing, product, data & analytics, and creative with real ownership over both the strategy and day-to-day execution. That means going deep on full-funnel campaign strategy, creative testing, measurement rigor, and channel expansion with the primary focus of driving efficient new customer growth. What You'll Do Strategy, Execution & Measurement - Develop and execute full-funnel paid social strategies across Meta, TikTok, and additional channels that balance brand storytelling with performance objectives - Own budget pacing and bid strategy management across campaigns, allocating spend dynamically based on where we see the most efficient incremental returns - Establish a strong POV on retargeting frameworks due to Pair’s long lead to purchase journey with the goal of improving conversion rates and customer lifetime value - Partner with our data & analytics team on attribution models, incrementality testing, and Leads/CPA measurement — able to pressure-test what actually drove performance before scaling - Define tactic-level KPIs and build actionable reporting for leadership and cross-functional stakeholders Creative & Testing - Collaborate with our Creative team to own our testing roadmap end-to-end — standing up process and ops for generating new content regularly and building durable test plans the team can reuse - Partner closely with our creative team to develop high-performing, platform-native content, using performance data to inform briefs and influence what gets made - Leverage AI tools to accelerate creative experimentation with the goal of expanding test velocity - Partner with other teams to identify landing page friction points across Paid Social and own the testing roadmap Channel Growth - Own sophisticated audience targeting frameworks across Meta and TikTok, sustaining results through platform shifts and stagnant performance - Identify opportunities to scale emerging channels, beta products, and innovative media formats (Snap, Pinterest, AppLovin, Reddit, and beyond) - Stay ahead of platform changes — privacy updates, AI bidding shifts, new ad formats — and proactively evolve strategy in response - Partner cross-functionally with creative, product, CRM, and data & analytics teams to align paid social efforts with broader business objectives and campaign moments Who You Are - You're a full-stack paid social operator who owns the channel with confidence — strategy, execution, creative, and measurement - You balance analytical rigor with creative intuition, knowing what the numbers say and what to do about it from a creative standpoint - You have a proven track record of scaling social spend efficiently while maintaining or improving efficiency - You're not afraid to experiment and try new things, all while staying focused on driving incremental new customer revenue - You're a strong cross-functional collaborator who cares about fostering great relationships across teams - You thrive in a fast-paced, startup environment where priorities shift and speed matters Need to Have - 5+ years of experience in paid social strategy and execution, with meaningful time at a high-growth DTC or e-commerce brand or performance agency - Deep, current hands-on fluency in Meta Ads Manager and TikTok Ads, including structured testing across bidding, creative, and audience - Strong understanding of per…