• Own and execute paid social strategy across Meta, TikTok, and emerging channels, managing budgets to drive customer acquisition and efficiency • Monitor and optimize campaign, audience, and creative performance; scale winners and address underperformance • Lead experimentation across audiences, creative, messaging, and bidding to drive continuous performance improvement • Analyze performance across attribution models to identify growth drivers and translate insights into actionable strategies • Build and maintain reporting, dashboards, and measurement frameworks in partnership with analytics teams • Collaborate with Creative, Studio, and Production teams to develop high-performing assets and ensure strong creative-platform fit • Maintain a high volume of creative testing to support growth • Partner cross-functionally with Merchandising, Product, and Data teams to align on priorities, improve measurement, and support key initiatives • Communicate performance insights and growth opportunities to leadership • Identify and test new growth opportunities across channels, formats, and audience strategies; continuously improve experimentation frameworks

• Develop and execute comprehensive marketing plans for each initiative, encompassing audience segmentation, messaging strategy, channel mix, timeline, and budget allocation. • Define performance targets (e.g., traffic, leads, learners, completers, or registrations, depending on the initiative) in partnership with leadership and build campaign roadmaps designed to achieve or exceed those goals. • Conduct competitive and market analysis to identify positioning opportunities and refine promotional strategies. • Analyze past campaign performance data (including pacing curves, conversion rates by channel, lifecycle stage patterns, and audience demographics) to identify trends and inform marketing strategies. • Build predictive performance models for each initiative based on historical benchmarks, providing data-backed inputs into marketing plans including projected performance timelines and channel contribution forecasts. • Establish and maintain pacing benchmarking frameworks that enable comparison across initiatives and performance over time. • Own a yield management approach to campaign performance: understand and map the full set of promotional levers available (pricing or enrollment incentives, discount or promo codes, flash promotions, content or speaker announcements, partner activations, retargeting, extended deadlines, SEO/SEM adjustments) and their historical effectiveness. • Own the strategy and performance across all promotional channels: email marketing, social media, paid digital advertising, website/landing page optimization, and influencer programs. • Serve as the single point of ownership for the initiative's primary performance KPI (e.g., website traffic, completers, registrations).

• Build and execute full-funnel Google Ads strategies focused on lead generation and conversion efficiency • Manage high-budget paid search campaigns with monthly spends exceeding $80K • Launch, optimize, and scale Search, Performance Max, and remarketing campaigns • Continuously improve campaign structure, targeting, bidding strategies, and audience segmentation • Monitor and optimize campaigns toward CPL, CPA, MQL, SQL, and ROAS goals • Conduct keyword research, search intent analysis, and audience mapping • Develop and test ad copy, extensions, and creative variations to improve CTR and conversion rates • Analyze campaign performance and surface actionable insights to improve efficiency and scalability • Ensure accurate conversion tracking and attribution across campaigns • Work with tools such as Google Tag Manager and GA4 to validate data accuracy and reporting • Build reports and communicate campaign performance clearly to internal stakeholders • Collaborate with creative, strategy, and account teams to align campaign execution with business goals • Stay updated on Google Ads platform changes, automation features, and beta opportunities • Contribute ideas and recommendations that improve overall paid media performance

Role Description FreshBooks is looking for a sophisticated search lead to own and evolve our most critical acquisition engine. This isn't a "maintenance" role - you will join a quantitatively-focused team tasked with driving growth in highly competitive auction environments. You will bring deep technical execution to build a defensible, multi-quarter roadmap that continues to keep Paid Search as a sustainable competitive advantage. - Design and scale a mature, multi-million dollar paid search program that balances aggressive targets with long-term LTV goals. - Move beyond standard bidding, partnering with Data Science and external partners to proactively refine how we find high value customers leveraging our backend data. - Lead a rigorous testing culture investigating incrementality testing (Geo-Lift), landing page testing, and signal-based audience targeting. - Proactively monitor competitor presence in the auction including pricing shifts and other impacts to the auction dynamics to pivot strategy in real-time. - Work cross-functionally with the Affiliate and SEO teams - this role requires someone who understands the cross-channel dynamics between Paid, Organic, and Affiliate marketing, and knows how to leverage these synergies to drive incremental growth. Qualifications - 7-10+ years of hands-on experience managing high growth Paid Search accounts (SaaS, FinTech, or similar high competitive verticals). - You don't just optimize for the "click." You are deeply familiar with conversion funnels, CAC/LTV modeling, and multi-touch attribution. - You frequently partner with Web Ops and Data Science to secure the tracking, tagging, and API integrations (ex Offline Conversion Imports) needed for step-function improvements in performance. - Ideally, you have exposure to the broader performance ecosystem (Affiliate, Meta, or Programmatic) and understand how Search interacts with the wider marketing mix. - You can translate "Quality Score" and "Auction Insights" into clear, growth-oriented narratives for the C-Suite. Requirements - Experience working in highly competitive SaaS or Fintech verticals (subscription-based revenue models). - Consistent track record of delivering profitable growth through Paid Search through consistent testing, leveraging monthly budgets of over $1MM/month. - Deep experience in collaborating with Analytics, Data teams on incrementality studies, identifying the best data for optimizing lifetime value etc. Company Description