Manager of Digital Marketing, WeRoad

• 5+ years hands-on performance marketing for a consumer brand, with Meta as your primary weapon — ideally a considered, higher-ticket purchase (travel, experiences, fitness, education, membership)
• Fluency in modern Meta matched with business specifics: you know audience personas are messaging inputs, not ad-set architecture — and you can explain why. Also, with Google (e.g., PMAX, scripts, account structure, including geo variations)
• Creative judgment plus a volume mindset. You're comfortable using AI tools to produce and iterate ad creative at a pace a traditional agency can't match — and you can tell a winning hook from a pretty one
• Landing page experience: you can brief a page, test it, and read the results without a data team holding your hand
• Analytical honesty. You report the number that's true, not the number that's flattering, and you're clear about attribution limits
• Comfort operating in a matrix: the ad accounts live with HQ, the US outcome lives with you. You influence through clarity and results, not org-chart ownership
• Authorized to work in the US

Desirable

• Reports to: General Manager, US
• You own how the US finds WeRoad online
• Paid social and search drive most of our new demand, and you run that engine for the US market: daily campaign operations end-to-end, bidding strategy and budget, creative testing, landing pages, and the honest weekly read on what it all cost and what it produced
• This is a builder's role: high creative volume, fast test cycles, AI-assisted production, and no legacy playbook to defend
• You report directly to the General Manager US, with a dotted line to the HQ Head of Digital Acquisition — who sets the global standards and overall framework you'll operate within
• US paid growth, end to end campaign management: own US strategy and performance across Meta and Google (and more, based on test results) — budget allocation across our launch metros, campaign architecture, bidding, optimisation and pacing — working in synergy with the HQ Growth Team: they set the operating framework you execute within, to keep the US market interoperable with the rest of the countries (campaign structure and naming conventions, reporting standards and KPI definitions, tooling and tech stack, tracking, attribution, dashboards, and testing/optimization methodology shared globally)
• Creative testing at volume: run a high-velocity creative testing pipeline — hooks, formats, angles, and messaging — using an AI-assisted ad production system alongside creators and our brand team
• Landing pages & conversion: own the paid funnel after the click — destination and campaign landing pages, page testing, and conversion-rate improvement from click to booking intent
• Tentpole campaigns: plan and execute the US side of our biggest global booking windows (Early Bird, Black Friday) — offer framing, creative, budget surge, and post-mortem
• New channel tests: size, test, and kill or scale new demand sources — TikTok ads, YouTube, affiliates — with a written case before and an honest readout after
• Data-informed decision-making: analyze campaign and product performance independently, using the reporting and attribution stack provided by HQ (BigQuery, Amplitude, dashboards) — from campaign-level diagnostics (why a metro or channel is underperforming) to product-level signals (funnel drop-off, booking behavior, cohort trends) that inform where you shift budget and creative effort
• You don't wait for HQ to hand you the read — you pull it yourself and act on it
• Measurement & the weekly read: own US paid reporting — spend, CAC, conversion, creative winners and losers — and deliver it straight, including when the answer is “it's not working.” You know what attribution can and can't tell you, and you say so
• What you'll be measured on:
• US passengers from paid channels and blended customer acquisition cost — the north star pair
• Conversion rate from click to booking across the paid funnel
• Creative and channel testing velocity and win rate — how fast you learn, not just how much you spend
• Performance of tentpole campaigns against plan

• Application and video
• Introductory call with Talent Acquisition Lead
• Interview with General Manager USA
• Business case + Technical Interview with Head of Digital Acquisition
• Meeting with Chief Growth Officer & Culture Champions step