THE ROLE

Behindthechair.com is seeking a strategic, analytical, and creative Paid Media Manager to lead paid advertising across company initiatives, live events, and client partnerships. You’ll develop, execute, and optimize paid media strategies that drive measurable results — ticket sales, registrations, leads, website traffic, awareness, and conversions.

Successful paid media is not one-size-fits-all. The ideal candidate can identify distinct audience segments, shift between different brand identities and voices, and build campaigns around each client’s goals. You may promote a BTC event one day and develop a client-specific product, education, or awareness campaign the next. Experience marketing to salon professionals is a bonus, but not required.

REPORTING & COLLABORATION

This role reports to the Sr. Manager of Operations & The BTC Show, with overall creative direction and vision set by our CEO and Founder, Mary Rector. You’ll work closely with Mary on strategy and partner daily across our Social, Advertising, and Editorial teams to deliver cohesive, on-brand work.

You own paid strategy, budget, and optimization end to end, partnering with the Social Media Associate on organic alignment and the Graphic Designer on creative assets.

WHAT YOU’LL DO

Paid Media Strategy & Campaign Management

• Develop and execute paid media strategies across Meta (Facebook & Instagram Ads), Google Ads, YouTube, and other relevant platforms.
• Manage campaigns supporting BTC initiatives, live-event ticket sales, educational programs, lead generation, and client marketing objectives.
• Manage the full campaign lifecycle: planning, setup, launch, monitoring, optimization, and reporting.
• Determine the appropriate campaign structure, platform mix, targeting strategy, and budget allocation for each initiative.
• Partner with the Editorial team on copy and captions, ensuring written content reflects BTC's brand voice and editorial standards before it publishes.

Audience Development & Targeting

• Build audience segments using demographics, interests, behaviors, customer data, and campaign objectives.
• Create and manage custom audiences, lookalike audiences, retargeting groups, and prospecting strategies.
• Tailor messaging based on where audiences sit in the customer journey, and refine targeting using campaign data.

Event & Ticket-Sales Marketing

• Drive ticket sales, registrations, and attendance for BTC events and educational experiences.
• Adapt campaigns across the promotional cycle — from awareness and early-bird sales to urgency and last-chance messaging.
• Monitor ticket-sales pacing and adjust budgets, audiences, and messaging based on performance.

Client & Multi-Brand Campaigns

• Manage paid campaigns for professional beauty brands with distinct audiences, voices, visual identities, and objectives.
• Learn each client’s positioning, products, and target customer, adapting strategy rather than applying one approach across accounts.
• Maintain clear separation between client audiences, assets, budgets, reporting, and objectives.
• Collaborate with account management and sales teams, and clearly communicate recommendations and results to internal stakeholders.

Creative Strategy & Collaboration

• Translate performance goals and audience insights into clear creative direction for the Graphic Designer and Social team.
• Provide direction on copy, calls to action, formats, hooks, and creative variations, ensuring creative fits the audience, platform, and brand voice.
• Develop testing plans and identify when creative fatigue requires new assets or a strategic shift.

Analytics, Optimization & Reporting

• Monitor metrics including reach, impressions, CTR, CPC, CPL, CPA, ROAS, and conversion rate.
• Build clear, accurate, actionable reports that look beyond surface metrics to explain performance.
• Track budgets, keep campaigns within approved spend, and proactively flag pacing and tracking issues.
• Coordinate implementation of pixels, conversion events, and UTMs across internal teams and partners.

Platform & Industry Knowledge

• Stay current on platform updates, privacy changes, and targeting limitations, and evaluate new formats and tools.
• Educate internal teams on meaningful changes to paid media capabilities and metrics.

WHO YOU ARE

• Three or more years of hands-on paid media experience in an agency, multi-brand, media, event, or similarly fast-paced environment.
• Demonstrated, hands-on experience managing and optimizing campaigns in Meta Ads Manager (Facebook & Instagram) AND Google Ads — this is required.
• Experience creating campaigns for multiple audiences, brands, or clients simultaneously.
• Proven ability to develop conversion-focused campaigns, not just awareness or engagement.
• Experience supporting ticket sales, event registrations, e-commerce, lead generation, or other direct-response objectives.
• Strong grasp of audience segmentation, retargeting, lookalike audiences, and customer-funnel strategy.
• Ability to manage and optimize budgets and interpret data into clear recommendations.
• Strong written and verbal communication, exceptional attention to detail, and organizational skills.
• Comfortable working independently while collaborating closely with cross-functional teams.
• Able to quickly learn and accurately represent different brands, products, and voices.

PREFERRED QUALIFICATIONS

• Comfortable contributing to creative development — selecting imagery or video, writing or refining ad copy, and developing effective calls to action.
• Experience promoting live events, conferences, ticketed experiences, or educational programs.
• Agency experience or managing paid media for a diverse portfolio of clients.
• Experience marketing to professional or trade audiences; familiarity with the professional beauty, salon, or hairstylist community.
• Experience with HubSpot, Shopify, Google Analytics, Looker Studio, or similar reporting and CRM platforms.
• Experience reviewing landing-page performance and identifying conversion opportunities.
• Familiarity with TikTok Ads or Pinterest Ads.

The opportunity to travel to work at our events is a possibility but not promised. This is a remote role.

WHAT WE OFFER

• Salary Range: $60,000–$75,000 annually; final compensation will depend on experience, qualifications, and demonstrated paid media expertise.
• Competitive Health / Dental / Vision Benefits options*
• Retirement Benefits with a company match option*
• Paid Vacation & Holidays
• Collaborative, creative, and entrepreneurial team environment
• Remote / Work from home
• * options available to eligible employees

WHO WE ARE

“Greatness is not reserved for a chosen few. It’s reserved for the few who choose it.” — Mary Rector, Founder, Behindthechair.com

Behindthechair.com is the worldwide leader in media for salon professionals. Founded in 2000, BTC disrupted the beauty industry by launching digital-first and has been the #1 online destination for more than 12 million salon professionals for more than 20 years!

With 3.2 million Instagram followers across three accounts and 1.7 million Facebook followers, BTC has built the most powerful and engaged digital community in professional beauty. Our BTC Show has 4,000 hairdressers attend from over 40 countries each year, and our BTC University platform delivered over 180,000 continuing education classes in 80 countries last year.

We’re also the creators of the #ONESHOT Global Hair Awards, the largest and most exclusive hair awards program in the world, with over 2.5 million entries in the last 10 years!

As a female-owned, female-led company, our close-knit team of professionals is passionate about creativity, innovation, and making the lives of hairdressers better every single day.