Paid Media Manager

ABOUT PEARL Pearl is transforming dentistry through artificial intelligence. Our FDA-cleared AI platform powers dental practices, labs, and insurers worldwide — helping clinicians diagnose more accurately, operate more efficiently, and deliver better care. With a $500B global market and over one million dental practices to serve, we're just getting started. The Paid Media Manager owns Pearl's paid acquisition strategy across every performance channel — Meta, Google, LinkedIn, and endemic dental channels. As we bring paid media fully in-house, you'll take direct, hands-on ownership of campaign strategy and execution, and you'll be accountable for the metrics that matter most: CAC, ROAS, and demo-set volume. This is a builder's role for an operator who lives in the ad platforms, is fluent in conversion tracking, and treats every dollar spent as a test. You'll report to the VP of Growth Marketing and partner closely with RevOps, Brand/Comms, Studio (creative), and the SMB and Enterprise Sales teams. Success will be measured by efficient, scalable demo and pipeline generation from paid channels. KEY RESPONSIBILITIES Paid Media Strategy & Execution - Own full-funnel paid strategy and hands-on execution across Meta, Google (Search, PMax, Demand Gen), LinkedIn, and dental industry/endemic channels. - Bring paid media in-house from agency/contractor management — rebuild and directly own campaign structure, targeting, bidding, and budget pacing. - Manage channel mix and budget allocation to hit CAC and ARR targets across both SMB and DSO/enterprise audiences. - Build and maintain audiences, exclusions, and account structures that keep spend efficient as we scale. Performance & Optimization - Own CAC, ROAS, CPA, and demo-set targets by channel and campaign. - Run weekly optimization cycles spanning bids, budgets, audiences, placements, and landing-page routing. - Partner with Growth and Web to strengthen conversion paths and landing pages. - Identify and shut down waste — misrouted traffic, underperforming placements, inefficient campaigns — quickly and decisively. Creative & Experimentation - Partner with Studio and Brand/Comms to develop and iterate high-performing ad creative. - Run structured, continuous test cycles across creative, audiences, offers, and messaging. - Convert test results into a documented, compounding playbook of what works by channel and segment. Measurement, Tracking & Reporting - Own the end-to-end integrity of paid conversion tracking — platform pixels, server-side/CAPI, UTM discipline, and offline conversion imports. - Partner with RevOps to ensure paid attribution stays accurate and consistent with the CRM source of truth. - Maintain paid performance dashboards and run a weekly reporting rhythm that explains what moved, why, and what's next. WHAT YOU’LL NEED TO SUCCEED - 4–6 years of hands-on paid media experience in B2B SaaS (SMB-heavy and/or account-based motions a plus). - Expert in Google Ads and Meta Ads Manager; proficient with LinkedIn Campaign Manager. - Strong command of efficiency metrics (CAC, ROAS, CPA) and how to move them. - Deep fluency in conversion tracking: pixels, CAPI/server-side, UTMs, and offline/CRM conversion imports. - Highly analytical and dashboard-fluent; HubSpot and GA4 literacy a strong plus. - Experienced across both SMB (volume, efficiency, product-led) and enterprise/ABM (LinkedIn, account-based targeting) paid motions. - Biased toward testing, iteration, and fast optimization. - Bonus: experience advertising in healthcare or other regulated/compliance-sensitive categories, or in a dental/medical vertical. WHAT WE OFFER - Competitive compensation and benefits - Professional development and training opportunities - Flexible, uncapped PTO - Remote-first work environment, with preference for candidates based near Pearl's office hubs in Los Angeles, San Francisco, Salt Lake City, or New York City.