Marketing Manager

Role Description: The Digital Marketing Manager will own Tabanero's paid media strategy and execution with one primary objective: driving revenue growth and increasing retail sales velocity (UPSPW).This is a highly analytical and hands-on role responsible for developing, setting up, scheduling, executing, optimizing, and scaling campaigns across Google, Meta, TikTok, and other emerging platforms. This person won't simply oversee paid media - they'll be directly responsible for building and launching campaigns, managing campaign calendars and budgets, monitoring performance, testing creative and audiences, and continuously optimizing toward measurable business results. Working closely with Sales, Ecommerce, and Brand Marketing, you'll ensure campaigns support retailer promotions, product launches, seasonal initiatives, ecommerce growth, and long-term business objectives. What You'll DoPaid Media Leadership Own strategy, execution, optimization, and reporting for all paid media campaigns Build, launch, and schedule campaigns directly within Google Ads, Meta Ads Manager, TikTok Ads Manager, and other advertising platforms Manage advertising budgets across Google, Meta, TikTok, and emerging digital platforms Continuously optimize campaigns to improve ROAS, CPA, CAC, CTR, and conversion rates Allocate and adjust budgets based on campaign performance and business priorities Conduct ongoing A/B testing across creative, copy, audiences, placements, landing pages, and campaign structures Scale winning campaigns while identifying and reducing inefficient spend Ensure campaigns are properly tracked, accurately scheduled, and launched on time Retail Growth Develop paid marketing campaigns designed to increase retail sales velocity (UPSPW) Support Walmart, Target, Amazon, grocery, and ecommerce growth initiatives Partner with Sales to support product launches, promotions, seasonal programs, and retailer-specific campaigns Analyze campaign impact on retail sales and recommend strategies for continued growth Identify trends, opportunities, and optimization recommendations using marketing and sales data Leverage Google Analytics, attribution platforms, and AI-powered tools to improve campaign performance Creative & Content Develop creative strategies that improve advertising performance Continuously test new messaging, creative concepts, audience segments, and landing pages Oversee content creation for paid advertising, social media, and digital campaigns Manage influencer and creator partnerships focused on producing high-performing ad creative Capture and coordinate content during retail activations, trade shows, and industry events Cross-Functional Collaboration Partner with Brand Marketing, Sales, Ecommerce, and Field Marketing to execute integrated campaigns Align paid media calendars with retailer promotions, product launches, events, seasonal campaigns, and brand initiatives Collaborate with external agencies, creators, photographers, and media partners Ensure consistent brand messaging across all consumer touchpoints Qualifications3–5+ years of experience managing performance marketing campaigns Proven success driving measurable revenue growth through paid media Demonstrated experience personally building, scheduling, launching, and optimizing campaigns, not solely managing agencies or external partners Hands-on experience with: Google Ads (Search, Display, Performance Max, YouTube) Meta Ads Manager TikTok Ads Manager Strong understanding of ROAS, CPA, CAC, CTR, CVR, attribution, and customer acquisition Experience with Google Analytics (GA4), Looker Studio, or similar reporting platforms Experience using AI tools to improve campaign development, reporting, and creative testing Strong analytical and problem-solving skills Comfortable managing multiple campaigns and priorities simultaneously Excellent communication and project management skills Experience in consumer packaged goods (CPG), retail, ecommerce, or food & beverage preferred Bachelor's degree in Marketing, Business, or related field preferred

What Success Looks Like: In this role, you'll be responsible for helping Tabañero achieve measurable business growth by:

• Increasing retail sales velocity (UPSPW)
• Growing ROAS while improving marketing efficiency
• Lowering customer acquisition costs
• Successfully executing campaigns on time and according to the marketing calendar
• Supporting successful retailer promotions and new product launches
• Identifying and scaling high-performing audiences, campaigns, and creative
• Driving ecommerce and retail revenue growth
• Delivering actionable insights that improve marketing performance
• Scaling paid media through continuous testing and optimization