DIRECTOR OF PAID MEDIA

Who We Are Lido Labs is a high-growth organization that runs paid acquisition at scale across multiple brands and expects the people leading it to own outcomes, not just manage processes. We move fast, hold high standards, and build teams that can execute at a level most performance marketing organizations never reach. We are not looking for someone to maintain what exists. We are looking for someone to build what does not exist yet and make it run better than anything we have had before. The Role Meta is our primary acquisition channel. We are currently generating $500K+ per month in Meta-attributed revenue and the mandate is to scale that to $2M per month while maintaining first-click attribution profitability. The person in this role must be able to walk into our Meta account on day one, diagnose what is working and what is not, restructure the account architecture if needed, and build the creative testing and scaling systems that get us to that target. This is a full P&L ownership role. You will lead strategy, execution, team performance, and profitability across Meta, Google, TikTok, Microsoft, and emerging platforms for a multi-brand portfolio. But Meta comes first. If you are not deep in Meta — if you cannot talk about creative velocity, hook rates, hold rates, audience saturation, frequency management, whitelisting strategy, and Advantage+ architecture with precision — this is not the right fit. You will build the systems, the team, and the culture that allows paid media to scale predictably and profitably. You will be the person in the room who can diagnose a performance problem in minutes, make a call, and be accountable for what happens next. You will hold your team to standards that most agencies and in-house teams do not come close to, and you will develop them into operators who can eventually do what you do. This is not a set-it-and-forget-it Madison Avenue agency marketing role. It is an operator role for someone who can build, test, optimize, and stay accountable to the business outcome every day. What You Will Own Meta — Primary Channel This is where the majority of acquisition spend lives and where the biggest growth opportunity sits. You own the full Meta operation: account architecture, campaign structure, creative testing frameworks, audience strategy, scaling rules, frequency management, and whitelisting activation. You are expected to maintain a high-velocity creative pipeline — continuously mining new angles, testing hooks, iterating winners, and killing fatigue before it kills performance. You understand the difference between scaling a winning ad and scaling a winning system, and you build the latter. P&L Ownership The paid media P&L across all channels and brands. There is a team-specific P&L, and it must remain profitable after all expenses. ROAS, CPA, LTV, contribution margin, first-click attribution profitability, and budget allocation decisions are yours. You set the targets, build the strategy to hit them, and own the outcome when the numbers come in. Platform Strategy and Execution Beyond Meta, you will lead paid media strategy and execution across Google Search, Performance Max, Display, YouTube, Microsoft Ads, TikTok, and X. You have working expertise across these platforms and the judgment to know which lever to pull on which account at which stage of scale. But the expectation is that Meta excellence is non-negotiable; the other platforms are important and growing, not the primary lens through which we evaluate this hire. Technical Depth Campaign architecture, creative testing frameworks, bid strategy, audience segmentation, landing page alignment, offer testing, and attribution strategy. On Meta specifically: you have a point of view on Advantage+ campaign structure, CBO vs ABO tradeoffs at different spend levels, dynamic creative testing, cost cap vs bid cap scaling, and creative-to-audience signal loops. You do not need to delegate these problems to understand them. You have lived them. Team Leadership Media buyers, strategists, ad ops specialists, and creative resources. You recruit, develop, and retain high performers. You give direct feedback, raise the bar consistently, and build the kind of team culture where accountability and experimentation coexist. AI and Automation You stay ahead of what the platforms and third party tools can do and you implement it before your competitors do. Faster creative iteration, smarter optimization, better forecasting — you use every available advantage. Cross-Functional Partnership With product, engineering, and creative teams to ensure the full funnel is aligned behind the paid media strategy. You understand that the media is only as good as the page it sends people to and the creative it serves them. What We Are Looking For Deep Meta expertise is the first requirement. You have personally managed Meta ad accounts at $100K+ per month in spend, scaled them profitably, and built the creative and audience systems that made that scaling repeatable. This is not a nice-to-have. This is a must have. 10 or more years of hands-on paid media experience with meaningful time managing serious budgets and owning the performance outcomes that come with them. 5 or more years leading paid media teams — media buyers, strategists, ad ops, creative — with a track record of building high-performance teams from early stage through scale. Channel-level P&L ownership. You know what contribution margin means, you track it, and you make decisions based on it rather than vanity ROAS numbers. Scalable processes for campaign launch, optimization, reporting, and creative iteration, including a steady pipeline of new creative angles, that do not depend on you being in every conversation to work. A proven creative testing system on Meta — not just “we tested ads” but a structured methodology for angle development, hook testing, iteration cadence, and winner scaling that you can articulate and implement on day one. Implemented AI-driven improvements to campaign performance or team workflow with a clear point of view on where AI creates real advantage versus where it creates noise. Analytically rigorous, direct in communication, and comfortable giving feedback that raises the bar even when it is uncomfortable. Operated in high-growth environments with aggressive performance expectations and built something that worked. Experience in regulated or compliance-sensitive industries is a plus. Multi-brand portfolio management is a plus. Building media buying teams from scratch is a significant plus. DTC or direct response background strongly preferred. Location and Structure Fully remote across the United States. Full-time. If this is the role you have been working toward, show us the work. Tell us what you built on Meta specifically — what the account structure looked like, what creative systems you ran, what the numbers were, and what you learned scaling it. We want to see how you think, not just what you managed. About Lido Labs Lido Labs and the brands it supports are committed to making the internet a smaller place. Every day we peel back the complication of online advertising, connecting localized service providers with their next customer. At Lido Labs, we customize consumer communication through our proprietary suite of marketing tools and processes. This advantage combined with our proven proficiency to architect high performance marketing funnels has propelled the brands we manage to the top in their respective niches. Focused on fulfilling the needs of a passionate consumer, Lido Labs directs its attention to the promotion of products and services with an emotional connection to its audiences. Solving problems for people through designed digital personal connections is the cornerstone of the Lido Labs foundation. We exist to inspire hope, extinguish fear, and bring help to people searching for solutions in the real world. The Lido Labs brands include Concealed Coalition (concealedcoalition.com) and American Service Pets (americanservicepets.com). Lido Labs is an Equal Opportunity Employer. All qualified applicants will receive consideration for employment without regard to race, color, religion, sex, pregnancy, sexual orientation, gender identity, national origin, age, protected veteran status, or disability status or any other legally protected class.