Dedicated Paid Media Manager - Google & Meta Ads for Healthcare/Wellness Brands

JOB DESCRIPTION We're hiring a dedicated paid media specialist to lead Google Ads and Meta Ads execution and strategy for two established US healthcare/wellness brands: Drip Hydration (mobile IV therapy) and ConciergeMD (concierge medicine). This is a long-term, full-attention role. You will own day-to-day campaign management, present performance to clients on weekly and bi-weekly calls, drive strategic recommendations, and coordinate with the broader account team. You are not just executing what someone else plans. You are the strategist and the operator. ================================================================ WHAT YOU'LL DO - Manage Google Ads campaigns across Search, Performance Max, and Demand Gen for both brands. Includes HQ accounts and 8 partner-managed regional accounts for Drip Hydration. - Manage Meta Ads campaigns including campaign builds, audience strategy, creative coordination, and reporting. - Present performance to clients on bi-weekly calls. Bring a point of view, not just numbers. Anticipate questions before they're asked. - Drive strategic recommendations including channel mix, audience expansion, creative direction, budget allocation, and testing roadmap. - Coordinate with the creative team on monthly roadmap launches (3 campaign launches per brand per month). - Run deep-dive analyses when stakeholders request them (city-level performance, LTV analysis, ad copy refreshes, search term scrubs, attribution issues). - Surface anomalies proactively including tracking breakage, spend pacing issues, performance dips, and policy concerns. Flag issues before stakeholders notice them. - Maintain account hygiene including negative keyword management, audience refinement, ad copy testing, and conversion tracking QA. ================================================================ WHAT WE NEED - 3-5 years of hands-on paid media management with Google Ads and Meta Ads. Both, not just one. - Fluent English (written and spoken). You will be on calls directly with US-based clients and executives. - Channel-level analytical depth across Search, PMax, and Meta. Search: Read a search term report, identify waste, propose negatives, and explain the why. PMax: Read asset-level performance, search themes, channel splits, and audience signal performance. Propose changes to the inputs (signals, exclusions, asset rotation, brand safety, account-level negs) since you don't get traditional Search-level levers. Meta: Identify winning creative concepts by reading hook rate, hold rate, CTR, CPM, frequency, and CPA/ROAS by ad and ad set. Brief the creative team on what concepts and hooks to scale. Bid strategy fluency. You understand the practical differences between Max Conversions, Max Conv Value, target CPA, and target ROAS. You know when to switch, how to set the targets, how learning periods work, and what "Limited by Budget" actually means on each. LTV-driven goal setting. You don't optimize toward a 1.0x first-purchase ROAS. You understand customer lifetime value, payback periods, and repeat purchase rates, and you bake them into the target ROAS so the platform optimizes toward the right outcome. You can have an intelligent conversation with the client about what their target ROAS should actually be (not just what they think it should be). Attribution and measurement literacy. You understand attribution windows (1-day click, 7-day click, view-through), how toggling them changes reported performance without changing actual performance, and why Meta reporting differs from GA4 differs from a CRM. You can explain that gap to a client without losing them. - Strategic thinking. You don't wait for instructions. You see an opportunity, you recommend the action, and you execute. - Client-facing experience. You've presented performance to non-marketers and held your own in conversations with executives. - Conceptual understanding of tracking infrastructure. You should understand how GTM, CAPI, pixel events, offline conversions, and conversion attribution work. Enough to diagnose when tracking is broken, write a clear brief for the tech team, and explain to clients what is and isn't being measured. You will NOT be implementing pixels or building GTM containers yourself. We have a tech team for that. But you need to be a credible counterpart to them. - Healthcare or regulated industry experience is a strong plus. We have policy considerations on both platforms that you'll need to navigate. - Reliable time zone overlap with US EST business hours. ================================================================ BONUS SKILLS - Looker Studio or similar dashboarding for client reporting - Experience with attribution modeling, LTV analysis, or multi-touch reporting - Healthcare or wellness brand experience specifically ================================================================ COMPENSATION AND LOGISTICS - Budget: $3,000 to $3,500 per month, paid through Upwork - Hours: Full attention to these two brands. Roughly 30-40 hours per week. - Term: Long-term engagement. Start as soon as both sides are aligned. - Reporting: You will report into a senior strategist and operate as the dedicated point of contact for the client team. ================================================================ TO APPLY To filter for the proactive thinkers I'm looking for, include the following in your application: 1. A short paragraph (3-5 sentences) describing your most recent paid media engagement: brand, monthly budget, channels managed, and the single biggest performance win you drove. 2. One specific question you would ask me about Drip Hydration or ConciergeMD if we hopped on a discovery call tomorrow. Generic questions (what's the budget, what are the goals) will be skipped. 3. The phrase "Mobile IV" in your first sentence so I know you read the post carefully. Applications without these three elements will not be reviewed.