Paid Media Manager

ABOUT US

Founded by makeup artist Jamie Genevieve, VIEVE is shaped by years of real-world experience — from working on makeup counters to building a global online community that values honesty over hype. 
We create a carefully edited range of high-performance products that are powerful, versatile and easy to use, designed to fit real seamlessly into everyday life and routines. 
Artist-led and community-driven, VIEVE is aspirational yet accessible, with a deep understanding of the positive impact makeup can have on confidence and self-expression. 
We live by our values of Respect, Inspire and Own It, Together, and we’re building an inclusive team who share our passion for beauty and people. Join us at VIEVE and be part of a brand built on artistry, honesty and community.  

 

JOB SUMMARY

We’re looking for a commercially driven, highly analytical and hands-on Paid Media Marketing Manager to own and lead performance marketing across our DTC ecosystem (vievebeauty.com and The Glasgow Store).
This is a strategic and executional role where you will define the paid media roadmap, manage our paid media and affiliate agencies, and directly drive day-to-day optimisation across Paid Search (PPC, Shopping, Performance Max), Paid Social (Meta, TikTok, YouTube), and Affiliates (Rakuten).
The successful candidate will drive profitable growth through best-in-class performance marketing execution, ensuring strong ROAS, scalable customer acquisition, healthy CAC:LTV ratio, and disciplined spend. You will lead media strategy across BAU and key trading moments (NPD launches, promotional campaigns), while partnering cross-functionally with Creative, Ecommerce, CRM, and Brand teams to deliver cohesive, insight-led activation.
This is a high-impact role requiring deep analytical capability, creative performance acumen, and strong commercial ownership.

 

MAIN RESPONSIBILITIES & ACCOUNTABILITIES

Paid Media Strategy & Growth Ownership
•    Own the end-to-end DTC paid media strategy and planning across Paid Search, Paid Social, and Affiliates.
•    Develop full-funnel acquisition strategies aligned with revenue targets, trading plans, and brand priorities.
•    Translate business goals into scalable media roadmaps with clear investment priorities.
•    Identify new growth opportunities: emerging platforms, audience expansion, creative formats, automation opportunities.

Agency Management & Performance Governance
•    Act as the primary point of contact for the Paid Media and Affiliate agencies.
•    Set clear KPIs and performance benchmarks.
•    Challenge, validate, and optimise agency strategies to ensure efficiency and incremental growth.
•    Ensure best-in-class account structure, tracking integrity, and attribution modelling.

Campaign & Trading Execution
•    Lead paid channel activation plans for NPD launches, promotional campaigns, and key retail moments.
•    Ensure always-on BAU performance activity remains efficient and optimised outside campaign peaks.
•    Align channel phasing with trading calendar, inventory, and commercial priorities.
•    Coordinate launch readiness across creative assets, tracking, landing pages, and audience strategies.

Budget Ownership & Forecasting
•    Own paid media budget allocation and optimisation across channels.
•    Forecast revenue, spend, ROAS, and new customer contribution.

Performance Optimisation & Analytics
•    Monitor and optimise towards revenue growth, ROAS, MER, CAC, LTV.
•    Maintain acquisition quality and CAC:LTV ratio sustainability.
•    Manage product feeds across Google, Meta, and other platforms, ensuring accuracy and continuous optimisation.
•    Build and maintain weekly/monthly performance dashboards and analysis, and clear executive-level reporting.
•    Run incrementality assessments and channel attribution reviews with agencies.
•    Lead structured A/B testing roadmaps across audience, bidding, creative, and landing pages.

Creative Performance & Testing
•    Lead creative performance analysis across PMAX and paid social.
•    Translate performance insights into actionable briefs for the Creative team.
•    Partner from ideation through briefing to implementation with the Creative team and agencies.
•    Develop a structured creative testing framework (hooks, messaging angles, UGC vs studio, formats).
•    Ensure creative output balances brand equity and performance efficiency.

Affiliate Channel Growth
•    Oversee affiliate strategy via Rakuten and other relevant partners.
•    Identify new content and loyalty publisher opportunities and commercial partnerships in collaboration with the agency.
•    Monitor commission structures and partner profitability.
•    Support Community team with Creators platforms (ShopMy, LTK).

Cross-functional Collaboration
•    Partner closely with Ecommerce & Site Trading to align on-site conversion strategy.
•    Collaborate with CRM to maximise retention synergies and customer value.
•    Align with Brand and Creative teams to ensure cohesive messaging across funnel stages.
•    Support omnichannel initiatives linking .com and owned retail store activity.

Data Tracking & Technology
•    Ensure robust tracking across platforms (pixels, GA4, conversion APIs, feed optimisation) with Tracking specialist.
•    Maintain clean data flows, attribution accuracy and platform integrations.
•    Leverage automation, AI, and platform innovations where appropriate.

BEHAVIOURS

Respect
•    Proactively considers all opinions and makes reasoned decisions.
•    Displays a positive and respectful attitude internally and externally.
•    Ensures and maintains a respectful space for colleagues.
•    Leverages colleagues’ skills and expertise to reach goals.
•    Demonstrates empathy showing understanding and compassion towards colleagues’ challenges and experiences.
•    Confidently shares opinions to the team and stakeholders..

 

Inspiring
•    Creatively implements and executes.
•    Embraces challenges and takes risks, not being deterred by the fear of failure.
•    Exhibits a solid work ethic and dedication to company goals.
•    Sees change as an opportunity for growth.
•    Encourages, acknowledges and promotes others' ideas and achievements, finding inspiration in their success
•    Invests time in mentoring and developing others.

Owning It
•    Excellent organisation and prioritisation skills.
•    Proactively identifies and addresses challenges and opportunities.
•    Owns both initiatives and key results set to them and takes responsibility for driving them forward.
•    Takes ownership of decisions and their outcomes.  
•    Works with others to solve complex problems and address challenges collaboratively.
•    Understands commercial barriers and opportunities.
•    Builds effective internal and external relationships.

Together
•    Shares skills, knowledge and resources with colleagues to facilitate learning and growth.
•    Excellent communication and collaboration skills with the ability to listen, learn and adapt to different people.
•    Builds relationships based on mutual respect and shared goals. Takes responsibility for contributing positively to team dynamics and achieving collective success.
•    Recognises achievements and shares feedback, contributing to the growth of colleagues.
•    Encourages teamwork and cooperation by recognising the contributions of others, supporting them through both successes and failures.  

SKILLS & EXPERIENCE

Experience
•    Considerable experience in Paid Media / Performance Marketing, ideally within Beauty, Fashion, Lifestyle, or DTC brands – in-house or at an agency.
•    Proven track record of scaling paid acquisition profitably in an ecommerce-led business.
•    Strong hands-on experience across:
o    Paid Search (PPC, Shopping, Performance Max)
o    Paid Social (Meta, TikTok, YouTube)
o    Affiliate marketing (e.g. Rakuten or similar networks)
•    Experience managing agencies with clear KPI setting, performance governance, and accountability.
•    Ownership of multi-channel budgets, forecasting, and revenue delivery.
•    Experience leading NPD launches and promotional trading campaigns.
•    Strong cross-functional collaboration with Creative, Ecommerce, and CRM teams.

Technical & Analytical
•    Highly analytical with strong commercial acumen.
•    Deep understanding of ROAS, MER, CAC:LTV, and incrementality.
•    Advanced use of GA4 and ad platform analytics (Google, Meta, TikTok, Rakuten).
•    Confident in forecasting and scenario modelling.
•    Experience building structured A/B testing and optimisation roadmaps.
•    Solid understanding of attribution and tracking best practice.

Strategic & Leadership Capability
•    Proactive and self-motivated.
•    Strong creative performance analysis and testing expertise.
•    Ability to translate data into actionable insights and clear briefs.
•    Commercially driven with strong ownership mindset.
•    Confident stakeholder and agency manager.
•    Adaptable, highly organised, and comfortable operating in a fast-paced, trading-led environment.

SUCCESS MEASURES

The role will be evaluated against the following key performance indicators:

Commercial & Growth Metrics
•    DTC revenue growth from paid channels
•    Efficient ROAS and blended MER
•    Sustainable CAC:LTV ratio
•    Growth in new customer acquisition
•    Incremental contribution to omnichannel revenue

Efficiency & Optimisation
•    Improved cost efficiency across Paid channels
•    Reduction in wasted spend / improved marginal returns

Strategic Impact
•    Quality and accuracy of forecasting
•    Clear, insight-led reporting and decision-making support
•    Successful execution of NPD and promotional launches
•    Strong agency performance management and governance

Leadership & Collaboration
•    Cross-functional alignment and stakeholder satisfaction
•    Proactive identification of growth opportunities
•    Structured experimentation culture within performance marketing

WHAT VIEVE OFFERS

•    Work Life Balance – we offer hybrid working, enhanced family leave and sick pay, 25 days holidays annually, plus bank holidays and your birthdays off. 
•    A Great Team – we pride ourselves on our friendly culture and welcoming environment.  We have regular social get togethers if that’s your thing.   
•    Rewards – we offer a competitive salary, a generous staff discount on VIEVE products, private medical insurance, employee assistance programme and enhanced pension contributions.   
•    Great location - in the heart of Covent Garden (although we are up 2 flights of stairs!) 
•    Exciting opportunities - for growth and development in a rapidly expanding brand.   

WORKPLACE & DIVERSITY

At VIEVE, we value diversity and inclusivity, recognising the beauty that comes from bringing together individuals with different backgrounds and perspectives.  We welcome passionate individuals who are eager to join our exciting journey of growth and innovation.   
If you are interested in applying for a role with us and need any accommodations or assistance for any physical and/or mental disabilities throughout the recruitment process, please state that in your application.   

INTERVIEW PROCESS

Telephone screening followed by in-person interviews