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Overview

Primo Brands is seeking a highly strategic and results-oriented **Senior Manager, Paid Media** to lead our paid media initiatives and drive new customer acquisition across all digital touchpoints for our Water Delivery Direct service. The Senior Manager, Paid Media will report to the Customer Lifecycle Marketing VP. This individual will be responsible for managing budgets, building and managing a high-performing team of media experts, managing and acting as point of contact for partner media agencies, and ensuring that all acquisition-related targets are met. The ideal candidate brings a background of success, a strong analytical mindset, a thorough understanding of paid media channels and how to activate each, and a passion for innovation and continuous improvement.

**Pay Range:** $128,988k - $153,277k. This position is eligible for an annual bonus.

**Location:** Tampa, FL (Hybrid - 3 days onsite)

Responsibilities

Key Responsibilities:

Strategy & Execution:

+ Drive media strategy for growth with the Customer Lifecycle Marketing VP, paid media agency and other partners

+ Develop and execute a comprehensive paid media strategy encompassing SEM, SEO, PPC, search, social, affiliates, influencers, and digital partnerships.

+ Ensure that acquisition targets (e.g., CPA, CVR, CTR) are met, and continuously optimize campaigns to drive net new customer growth across all channels.

+ Invest in full-funnel acquisition tactics, from awareness to conversion, ensuring alignment with broader organizational goals and CLM (Customer Lifecycle Marketing) strategies.

Leadership:

+ Lead a high-performing Paid Media team, providing the guidance, tools, and training necessary for success.

+ Collaborate closely with the Customer Lifecycle Marketing VP and other senior leaders to develop and implement strategic paid media programs that align with organizational goals.

+ Act as a key advisor to leadership on paid media strategies, providing insights and recommendations to drive business growth.

+ Partner with leadership to build and refine programs that enhance customer acquisition and retention.

+ Foster a culture of data-driven decision-making, accountability, and innovation, ensuring team members take ownership of their channels and consistently deliver on KPI’s and goals.

Budget & Performance Management:

+ Manage the paid media budgets, ensuring allocation of spend is effective across channels to maximize acquisitions and efficiency.

+ Utilize data and analytics to evaluate campaign performance, make analytical and data-informed decisions, and optimize spending to create CPA efficiency while achieving acquisition targets.

+ Maintain comprehensive reporting frameworks, providing clear, actionable insights into channel performance and identifying opportunities for improvement.

Cross-Functional Collaboration:

+ Partner closely with the PPC agency, aligning external resources, internal Primo Brands resources and cross-functional CLM team members to ensure seamless execution and continuous improvements in paid media performance.

+ Collaborate with Customer Success and Customer Expansion teams to align messaging, timing, and offers, ensuring a strong, cohesive and effective customer communication throughout the lifecycle and funnel paths.

+ Work together with other business leads and units (e.g., Retention, Win-Back) to integrate strategies and maintain full organizational alignment.

Innovation & Growth Initiatives:

+ Stay current with industry trends, identifying and evaluating new paid media channels, tools, and partners that can drive additional new customer acquisition.

+ Experiment with unconventional and underutilized channels, developing and testing creative, “outside-the-box” approaches to reach new audiences.

+ Forge strategic partnerships and run pilot programs with niche platforms, networks, or emerging opportunities, assessing their viability and success for long-term integration.

Metrics for Success:

+ **Customer Acquisition Cost (CAC):** Achieve and maintain a low CAC while scaling acquisition efforts.

+ **Return on Ad Spend (ROAS):** Ensure high ROAS across all paid media channels.

+ **Conversion Rate (CVR):** Continuously improve CVR for all campaigns.

+ **Click-Through Rate (CTR):** Optimize CTR to drive traffic and engagement.

+ **Cost Per Acquisition (CPA):** Maintain efficient CPA across channels.

+ **Lifetime Value (LTV):** Increase LTV through effective acquisition and retention strategies.

+ **Channel Performance:** Regularly assess and report on the performance of each paid media channel.

+ **Budget Utilization:** Ensure effective and efficient use of the paid media budget.

+ **Campaign ROI:** Maximize ROI for all paid media campaigns.

+ **Customer Retention Rate:** Collaborate with other teams to improve retention rates through targeted paid media efforts.

Qualifications

Qualifications & Experience:

+ Bachelor’s degree in Marketing, Business, or a related field.

+ 5-7 years of experience managing paid media campaigns, with at least 3 years in a manager or senior manager role leading a team.

+ Demonstrated success in meeting and exceeding acquisition goals across multiple digital channels.

+ Strong analytical skills, with the ability to interpret data, derive insights, and make strategic recommendations.

+ Excellent communication and collaboration skills, with experience working cross-functionally and managing external agencies.

+ Familiarity with analytics, attribution models, and reporting tools to guide data-driven decisions.

+ Proven ability to foster a collaborative, high-performing, and accountable team culture.