Growth Marketing Manager - Paid Search

Birdy Grey is a direct-to-consumer brand focused on celebrating friendships during weddings. The Growth Marketing Manager will architect the lead generation engine, primarily through paid search strategy, optimizing the customer journey from initial click to lead capture.

Responsibilities:

• Own the Paid Search roadmap with a relentless focus on generating high-quality leads and minimizing Cost Per Acquisition (CPA)
• Lead channel planning that moves prospects from discovery to conversion, ensuring a steady flow of actionable leads for the broader marketing team
• Translate lead-gen targets into channel-level forecasts, aligning search spend with monthly and quarterly growth KPIs
• Proactively manage campaigns to ensure lead quality remains high, identifying risks in the funnel and scaling high-performing audience segments
• Analyze lead-to-customer conversion trends and search behavior to inform bid strategies and keyword expansion
• Design and execute a robust experimentation framework across landing pages and lead-capture forms to improve on-site conversion rates ($CR$)
• Collaborate with Brand and Creative teams to develop 'hook-driven' ad content designed specifically to trigger lead inquiries and engagement
• Manage the technical 'plumbing' of lead gen—including pixels, tags, and product feeds—to ensure perfect attribution and audience retargeting
• Conduct ongoing competitive research to stay ahead of lead-gen tactics within the bridal and fashion categories

Requirements:

• Bachelor's Degree Required
• 5+ years of experience in digital marketing with a focus on Paid Search (specifically Google)
• Advanced hands-on campaign management experience required for Paid Search, including the ability to optimize bids, budgets, and targeting based on performance data and campaign metrics
• Proven ability to scale growth marketing and lead generation programs with rapid testing and learning
• Expert analytical skills with the ability to forecast and perform data deep dives to surface actionable insights
• Strong understanding and application of conversion tracking and pixel management
• Foundational understanding of attribution and how certain channels support the overall marketing program
• Proficiency in Excel & data analytics platforms
• Proactive problem solver with the ability to troubleshoot and/or escalate issues effectively
• Comfortable with ambiguity and take initiative to lead projects
• Have an entrepreneurial spirit and thrive in a dynamic, fast-paced, fluid environment
• Proven success in working cross-functionally with all levels
• Start-up experience is a plus
• Agency experience is a plus
• DTC experience is a plus
• Interest and knowledge in the fashion and bridal industry